Table of Contents

Articles

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  Interactive IMC: The Relational-Transactional Continuum and the Synergistic Use of Customer Data

  James Peltier, John A. Schibrowsky, Don E. Schultz, Debra Zahay

  Journal of Advertising Research Jun 2006, 46 (2) 146-159; DOI: 10.2501/S0021849906060193
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  When Synergy in Marketing Communication Online Enhances Audience Response: The Effects of Varying Advertising and Product Publicity Messages

  Alex Wang

  Journal of Advertising Research Jun 2006, 46 (2) 160-170; DOI: 10.2501/S0021849906060181
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  Examining Effects of Advertising Campaign Publicity in a Field Study

  Hyun Seung Jin, Xinshu Zhao, Soontae An

  Journal of Advertising Research Jun 2006, 46 (2) 171-182; DOI: 10.2501/S0021849906060259
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  How Event Sponsors Are Really Identified: A (Baseball) Field Analysis

  Gita Venkataramani Johar, Michel Tuan Pham, Kirk L. Wakefield

  Journal of Advertising Research Jun 2006, 46 (2) 183-198; DOI: 10.2501/S002184990606020X
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  E-zines Silence the Brand Detractors

  Barbara Briers, Siegfried Dewitte, Jan Van den Bergh

  Journal of Advertising Research Jun 2006, 46 (2) 199-208; DOI: 10.2501/S0021849906060211
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  Recall Effect of Short Message Service as a Complementary Marketing Communications Instrument

  Joost Wouters, Martin Wetzels

  Journal of Advertising Research Jun 2006, 46 (2) 209-216; DOI: 10.2501/S002184990606017X
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  Effectiveness of Telescopic Advertisements Delivered via Personal Video Recorders

  Nicholas Reading, Steven Bellman, Duane Varan, Hume Winzar

  Journal of Advertising Research Jun 2006, 46 (2) 217-227; DOI: 10.2501/S0021849906060223
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  Predicting Webcasting Adoption via Personal Innovativeness and Perceived Utilities

  Carolyn A. Lin

  Journal of Advertising Research Jun 2006, 46 (2) 228-238; DOI: 10.2501/S0021849906060247