Television

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Superimposed Text Size and Contrast Effects in DTC TV Advertising
Ryan S. Paquin, Amie C. O’donoghue, Bridget J. Kelly, Kevin R. Betts, Mihaela Johnson, Christine N. Davis, Alyssa Jordan, Peyton Williams

Journal of Advertising Research Jun 2021, 61 (2) 178-191; DOI: 10.2501/JAR-2020-021
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Accounting for Causality When Measuring Sales Lift from Television Advertising
Henry Assael, Masakazu Ishihara, Baek Jung Kim

Journal of Advertising Research Mar 2021, 61 (1) 3-11; DOI: 10.2501/JAR-2020-024
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Effectiveness and Efficiency of TV’s Brand-Building Power: A Historical Review
FRANK FINDLEY, KELLY JOHNSON, DOUGLAS CRANG, DAVID W. STEWART

Journal of Advertising Research Dec 2020, 60 (4) 361-369; DOI: 10.2501/JAR-2020-011
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Why Do People Watch So Much Television and Video?
Patrick Barwise, Steven Bellman, Virginia Beal

Journal of Advertising Research Jun 2020, 60 (2) 121-134; DOI: 10.2501/JAR-2019-024
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Six-Second Advertisements On Television
Henry G. Wolf, Paul Donato

Journal of Advertising Research Jun 2019, 59 (2) 196-207; DOI: 10.2501/JAR-2019-012
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Allocating Spending On Digital-Video Advertising
Nazrul I. Shaikh, Mahima Hada, Niva Shrestha

Journal of Advertising Research Mar 2019, 59 (1) 14-26; DOI: 10.2501/JAR-2018-038
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An Examination of Television Consumption By Racial and Ethnic Audiences in the U.S.
J. P. James, Tyrha M. Lindsey-Warren

Journal of Advertising Research Mar 2019, 59 (1) 40-52; DOI: 10.2501/JAR-2018-027
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Converting People-Meter Data From Per-Minute to Per-Second Analysis
Lianlian Song, Peng Zhou, Geoffrey Tso, Hingpo Lo

Journal of Advertising Research Mar 2019, 59 (1) 53-72; DOI: 10.2501/JAR-2018-041
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Advertisements in DVR Time
Bob Kent, Buffy N. Mosley, David A. Schweidel

Journal of Advertising Research Mar 2019, 59 (1) 73-84; DOI: 10.2501/JAR-2018-042
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Why Knowledge Gaps in Measurement Threaten the Value of Television Advertising
Artie Bulgrin

Journal of Advertising Research Mar 2019, 59 (1) 9-13; DOI: 10.2501/JAR-2019-008

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