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the Journal of Advertising Research

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DIGITAL ATTRIBUTION

In a complex digital environment, advertisers must navigate through a variety of consumer platforms and touch points to find the optimal vehicles and mechanisms to have an impact on consumer choice.

  • How Limited Data Access Constrains Marketing-Mix Analytical Efforts Gian M. Fulgoni
  • Why Companies Risk Losing Customers by Not Reciprocating on Shared DataNatasha Hritzuk (Turner)
  • Attribution Modeling in Digital AdvertisingTahir M. Nisar (University of Southampton), and Man Yeung (Digital Lab)
  • Coalition Game Theory in Attribution ModelingSeyed Hanif Mahboobi (Amazon Web Services), Mericcan Usta (GroupM), and Saeed R. Bagheri (Amazon Advertising)

 

View full current issue

 

LATEST RESEARCH

New Digital First articles added on creative tactics and cross-media exposure.

 

Gold open access

A new paper on billboard advertisements is available now online with open access.

 

ABOUT JAR

The mission of the JAR is to act as the research and development vehicle for professionals in all areas of marketing, including media, research, advertising, and communications.

More about JAR

READ MORE ABOUT

Celebrity endorsement Mobile
Multicultural Neuromarketing
Shopper insight Social media
Sponsorship Television
More topics

Featured Articles

  • When to Combine Television With Online Campaigns
    September 05, 2017
  • Examining Consumers' Multiplatform Usage And Its Contribution to Their Trust in Advertising
    February 24, 2017
  • What Makes Online Promotional Games Go Viral?
    June 06, 2017
  • Measuring Television In the Programmatic Age
    March 07, 2017
  • The Market Value Of Celebrity Endorsement
    October 27, 2016
  • How Direct-to-Consumer Advertising for Prescription Drugs Affects Consumers' Welfare
    November 23, 2016
  • Consumer Response To Gay and Lesbian Imagery
    December 05, 2016

DIGITAL FIRST: LATEST RESEARCH FROM JAR

  • You have access
    Dynamic Asymmetric Effects of Cross-Media Exposures over the Purchase Cycle
    June Soo Lee, Demetrios Vakratsas
    Journal of Advertising Research Jan 2019, JAR-2019-001; DOI: 10.2501/JAR-2019-001
  • You have access
    Do Billboard Advertisements Drive Customer Retention?
    John L. Fortenberry, Peter J. McGoldrick
    Journal of Advertising Research Jan 2019, JAR-2019-003; DOI: 10.2501/JAR-2019-003
  • You have access
    Best Measures of Attention To Creative Tactics in TV Advertising
    Steven Bellman, Magda Nenycz-Thiel, Rachel Kennedy, Nicole Hartnett, Duane Varan
    Journal of Advertising Research Jan 2019, JAR-2019-002; DOI: 10.2501/JAR-2019-002
  • You have access
    Assessing Scientific Claims In Print Ads that Promote Cosmetics
    Jie G. Fowler, Les Carlson, Himadri Roy Chaudhuri
    Journal of Advertising Research Jan 2019, JAR-2018-048; DOI: 10.2501/JAR-2018-048
  • You have access
    How Intensity of Cause-Related Marketing Guilt Appeals Influences Consumers
    Jaywant Singh, Benedetta Crisafulli, La Toya Quamina
    Journal of Advertising Research Jan 2019, JAR-2018-049; DOI: 10.2501/JAR-2018-049
  • You have access
    Analyzing the Click Path Of Affiliate-Marketing Campaigns
    Rainer Olbrich, Patrick Mark Bormann, Michael Hundt
    Journal of Advertising Research Nov 2018, JAR-2018-043; DOI: 10.2501/JAR-2018-043
  • You have access
    Advertisements in DVR Time
    Bob Kent, Buffy N. Mosley, David A. Schweidel
    Journal of Advertising Research Nov 2018, JAR-2018-042; DOI: 10.2501/JAR-2018-042
  • You have access
    Converting People-Meter Data From Per-Minute to Per-Second Analysis
    Lianlian Song, Peng Zhou, Geoffrey Tso, Hingpo Lo
    Journal of Advertising Research Oct 2018, JAR-2018-041; DOI: 10.2501/JAR-2018-041
  • You have access
    Can Media Neutrality Limit Creative Potential?
    Alexander Tevi, Scott Koslow, John Parker
    Journal of Advertising Research Oct 2018, JAR-2018-040; DOI: 10.2501/JAR-2018-040
  • You have access
    The Relative Effectiveness Of Endorsers
    Arpita Agnihotri, Saurabh Bhattacharya
    Journal of Advertising Research Oct 2018, JAR-2018-039; DOI: 10.2501/JAR-2018-039
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  • The Power of “Like”
  • How to Capture Consumer Experiences: A Context-Specific Approach To Measuring Engagement
  • Corporate Social Responsibility And Marketing Performance
  • What Do We Know About Celebrity Endorsement in Advertising?
  • How Reliable Are Neuromarketers' Measures of Advertising Effectiveness?
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© 2019 the Journal of Advertising Research

The ARF is the premier advertising industry association for creating, aggregating, synthesising and sharing the knowledge required by decision makers to lead and succeed.

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JAR is published four times a year for the Advertising Research Foundation by WARC. Both subscribers and ARF members can access recent issues of JAR via this site.

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