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Table of Contents

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