MOBILE MEDIA AND MARKETING
Everywhere we look, it is immediately obvious how much the mobile phone is an integral part of daily life. Yet, the medium is still relatively new to advertising research, particularly among academics who have devoted recent years of study to this topic.
- Are You Using the Right Mobile Advertising Metrics? Gian M. Fulgoni and Andrew Lipsman (comScore, Inc.)
- Examining Consumers’ Multiplatform Usage and Its Contribution to Their Trust in Advertising Kristin Stewart (California State University San Marcos), and Isabella Cunningham (University of Texas at Austin)
- When Are Apps Worth Paying For? Lara Stocchi (Flinders Business School), Carolina Guerini (LIUC University and Bocconi University), and Nina Michaelidou (Loughborough University)
- Positive Side Effects of In-App Reward Advertising Joowon Lee (Korea Advanced Institute of Science and Technology), and Dong-Hee Shin (Chung-Ang University)
LATEST RESEARCH
Case studies from the ARF David Ogilvy Awards 2017 are 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.
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