Journal of Advertising Research

EDITORIAL

Editorial: IMC's Fuzzy Picture: Breakthrough or Breakdown?

WILLIAM A. COOK

Journal of Advertising Research , Volume 44, Issue 01, March 2004, pp 1-2

doi:10.1017/S0021849904040218, Published Online by Cambridge University Press 04 May 2004

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Research Articles

The Role of Transactional versus Relational Data in IMC Programs: Bringing Customer Data Together

DEBRA ZAHAY, JAMES PELTIER, DON E. SCHULTZ and ABBIE GRIFFIN

Journal of Advertising Research , Volume 44, Issue 01, March 2004, pp 3-18

doi:10.1017/S0021849904040188, Published Online by Cambridge University Press 06 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, March 2004, pp 19-30

doi:10.1017/S0021849904040048, Published Online by Cambridge University Press 06 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, March 2004, pp 31-45

doi:10.1017/S0021849904040024, Published Online by Cambridge University Press 06 May 2004

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Perceptions of IMC after a Decade of Development: Who's at the Wheel, and How Can We Measure Success?

WILLIAM N. SWAIN

Journal of Advertising Research , Volume 44, Issue 01, March 2004, pp 46-65

doi:10.1017/S0021849904040036, 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, March 2004, pp 66-70

doi:10.1017/S002184990404019X, Published Online by Cambridge University Press 07 May 2004

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Better Practices in Advertising Can Change a Cost of Doing Business to Wise Investments in the Business

MARGARET H. BLAIR and ALLAN R. KUSE

Journal of Advertising Research , Volume 44, Issue 01, March 2004, pp 71-89

doi:10.1017/S0021849904040012, Published Online by Cambridge University Press 07 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, March 2004, pp 90-107

doi:10.1017/S0021849904040061, Published Online by Cambridge University Press 12 May 2004

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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, March 2004, pp 108-118

doi:10.1017/S0021849904040206, Published Online by Cambridge University Press 12 May 2004

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The Impact of Trademarks and Advertisement Size on Yellow Page Call Rates

AVERY M. ABERNETHY and DAVID N. LABAND

Journal of Advertising Research , Volume 44, Issue 01, March 2004, pp 119-125

doi:10.1017/S002184990404005X, 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, March 2004, pp 126-142

doi:10.1017/S0021849904040073, Published Online by Cambridge University Press 12 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, March 2004, pp 143-159

doi:10.1017/S0021849904040085, Published Online by Cambridge University Press 10 May 2004

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MANAGEMENT SLANT

Management Slant

Journal of Advertising Research , Volume 44, Issue 01, March 2004, pp 160-162

doi:10.1017/S002184990404022X, Published Online by Cambridge University Press 10 May 2004

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