Journal of Advertising Research: 51 (1 50th Anniversary Supplement)

01 March 2011; volume 51, issue 1 50th Anniversary Supplement

Editorial

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At 50, the Journal Looks Back… and AheadWe Celebrate a Half-Century of Seminal Thinking
Douglas West, Larry George Chiagouris, Geoffrey Precourt

Journal of Advertising Research Mar 2011, 51 (1 50th Anniversary Supplement) 2-4; DOI: 10.2501/JAR-51-1-002-004

The Internet

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The Interactive WebToward a New Discipline
Hairong Li

Journal of Advertising Research Mar 2011, 51 (1 50th Anniversary Supplement) 13-26; DOI: 10.2501/JAR-51-1-013-026

Globalization

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The Tension between Strategy and Execution: Challenges for International Advertising ResearchGlobalization is Much More Than Universal Branding
John B. Ford, Barbara Mueller, Charles R. Taylor, Nigel Hollis

Journal of Advertising Research Mar 2011, 51 (1 50th Anniversary Supplement) 27-41; DOI: 10.2501/JAR-51-1-027-041

Cross-Media

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From Silos to SynergyA Fifty-year Review of Cross-media Research Shows Synergy Has Yet to Achieve its Full Potential
Henry Assael

Journal of Advertising Research Mar 2011, 51 (1 50th Anniversary Supplement) 42-58; DOI: 10.2501/JAR-51-1-042-058

Mobile

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Has the Time Finally Come for the Medium of the Future?Research on Mobile Advertising
Shintaro Okazaki, Patrick Barwise

Journal of Advertising Research Mar 2011, 51 (1 50th Anniversary Supplement) 59-71; DOI: 10.2501/JAR-51-1-057-071

Online

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Instant Innovation: From Zero to Full Speed in Fifteen YearsHow Online Offerings Have Reshaped Marketing Research
Colin Campbell, Michael Parent, Kirk Plangger, Gian M. Fulgoni

Journal of Advertising Research Mar 2011, 51 (1 50th Anniversary Supplement) 72-86; DOI: 10.2501/JAR-51-1-072-086

Shopping Data

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What Scanner-panel Data Tell Us about AdvertisingA Detective Story with a Dark Twist
Scott Koslow, Gerard J. Tellis

Journal of Advertising Research Mar 2011, 51 (1 50th Anniversary Supplement) 87-100; DOI: 10.2501/JAR-51-1-087-100

User-Generated Content

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The Voice of the Consumer Speaks Forcefully in Brand IdentityUser-Generated Content Forces Smart Marketers to Listen
George Christodoulides, Colin Jevons, Pete Blackshaw

Journal of Advertising Research Mar 2011, 51 (1 50th Anniversary Supplement) 101-111; DOI: 10.2501/JAR-51-1-101-111

Television

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The Secret of Television's Success: emotional Content or Rational Information?After Fifty Years the Debate Continues
Robert G. Heath, Horst Stipp

Journal of Advertising Research Mar 2011, 51 (1 50th Anniversary Supplement) 112-123; DOI: 10.2501/JAR-51-1-112-123

Audiences

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The March to Reliable MetricsA Half-century of Coming Closer to the Truth
Edith G. Smit, Peter C. Neijens

Journal of Advertising Research Mar 2011, 51 (1 50th Anniversary Supplement) 124-135; DOI: 10.2501/JAR-51-1-124-135

Services

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The Evolution of Services Advertising in a Services-Driven National EconomyAn Analysis of Progress and Missed Opportunities
Marla B. Royne Stafford, Tim Reilly, Stephen J. Grove, Les Carlson, Rishi Bhandari, John Copeland

Journal of Advertising Research Mar 2011, 51 (1 50th Anniversary Supplement) 136-152; DOI: 10.2501/JAR-51-1-136-152

Qualitative

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Mapping the Unarticulated Potential of Qualitative ResearchStepping out from the Shadow of Quantitative Studies
Peter Nuttall, Avi Shankar, Michael B. Beverland, Cheryl Stallworth Hooper

Journal of Advertising Research Mar 2011, 51 (1 50th Anniversary Supplement) 153-166; DOI: 10.2501/JAR-51-1-153-166

Print

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Checking the Pulse of Print MediaFifty Years of Newspaper and Magazine Advertising Research
Gergely Nyilasy, Karen Whitehill King, Leonard N. Reid, Scott C. McDonald

Journal of Advertising Research Mar 2011, 51 (1 50th Anniversary Supplement) 167-181; DOI: 10.2501/JAR-51-1-167-181

Brands

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Brand WorldsFrom Articulation to Integration
Pierre Berthon, Leyland F. Pitt, Ronika Chakrabarti, Jean-Paul Berthon, Mario Simon

Journal of Advertising Research Mar 2011, 51 (1 50th Anniversary Supplement) 182-194; DOI: 10.2501/JAR-51-1-182-194

Quantitative

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How Relevancy, Use, and Impact Can Inform Decision MakingThe Uses of Quantitative Research
David W. Stewart, Mike Hess, Jeff Nelder

Journal of Advertising Research Mar 2011, 51 (1 50th Anniversary Supplement) 195-206; DOI: 10.2501/JAR-51-1-195-206

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Table of Contents

Editorial

The Internet

Globalization

Cross-Media

Mobile

Online

Shopping Data

User-Generated Content

Television

Audiences

Services

Qualitative

Print

Brands

Quantitative

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