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Top 10 Most-Read Articles


These are the top 10 most-read articles for this title for the previous month. Most-read rankings are updated on a monthly basis.

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Sports Celebrity Influence on the Behavioral Intentions of Generation Y

ALAN J. BUSH, CRAIG A. MARTIN and VICTORIA D. BUSH

Journal of Advertising Research, Volume 44, Issue 01, Mar 2004, pp 108-118
doi: 10.1017/S0021849904040206 (About doi), Published online by Cambridge University Press 12 May 2004
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The Emergence of IMC: A Theoretical Perspective

PHILIP J. KITCHEN, JOANNE BRIGNELL, TAO LI and GRAHAM SPICKETT JONES

Journal of Advertising Research, Volume 44, Issue 01, Mar 2004, pp 19-30
doi: 10.1017/S0021849904040048 (About doi), Published online by Cambridge University Press 06 May 2004
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Targeting Women's Clothing Fashion Opinion Leaders in Media Planning: An Application for Magazines

ÉRIC VERNETTE

Journal of Advertising Research, Volume 44, Issue 01, Mar 2004, pp 90-107
doi: 10.1017/S0021849904040061 (About doi), Published online by Cambridge University Press 12 May 2004
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Understanding the Diffusion of Integrated Marketing Communications

ILCHUL KIM, DONGSUB HAN and DON E. SCHULTZ

Journal of Advertising Research, Volume 44, Issue 01, Mar 2004, pp 31-45
doi: 10.1017/S0021849904040024 (About doi), Published online by Cambridge University Press 06 May 2004
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Super Bowl Advertising Effectiveness: Hollywood Finds the Games Golden

RAMA YELKUR, CHUCK TOMKOVICK and PATTY TRACZYK

Journal of Advertising Research, Volume 44, Issue 01, Mar 2004, pp 143-159
doi: 10.1017/S0021849904040085 (About doi), Published online by Cambridge University Press 10 May 2004
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Displacement and Reinforcement Effects of the Internet and Other Media as Sources of Advertising Information

JAMES C. TSAO and STANLEY D. SIBLEY

Journal of Advertising Research, Volume 44, Issue 01, Mar 2004, pp 126-142
doi: 10.1017/S0021849904040073 (About doi), Published online by Cambridge University Press 12 May 2004
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IMC as Theory and as a Poststructural Set of Practices and Discourses: A Continuously Evolving Paradigm Shift

STEPHEN J. GOULD

Journal of Advertising Research, Volume 44, Issue 01, Mar 2004, pp 66-70
doi: 10.1017/S002184990404019X (About doi), Published online by Cambridge University Press 07 May 2004
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Quantifying the Ripple: Word-of-Mouth and Advertising Effectiveness

JOHN E. HOGAN, KATHERINE N. LEMON and BARAK LIBAI

Journal of Advertising Research, Volume 44, Issue 03, Sep 2004, pp 271-280
doi: 10.1017/S0021849904040243 (About doi), Published online by Cambridge University Press 31 Jan 2005
 
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Practitioners' Evolving Views on Product Placement Effectiveness

JAMES A. KARRH, KATHY BRITTAIN McKEE and CAROL J. PARDUN

Journal of Advertising Research, Volume 43, Issue 02, Jun 2003, pp 138-149
Published online by Cambridge University Press 18 Aug 2003
 
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How Advertising Affects Consumers

WILLIAM M. WEILBACHER

Journal of Advertising Research, Volume 43, Issue 02, Jun 2003, pp 230-234
Published online by Cambridge University Press 18 Aug 2003
 
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