Table of Contents

What We Know About Advertising II

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  Empirical Generalizations: New Laws for Digital MarketingHow Advertising Research Must Change

  Yoram (Jerry) Wind, Byron Sharp, Karen Nelson-Field

  Journal of Advertising Research Jun 2013, 53 (2) 175-180; DOI: 10.2501/JAR-53-2-175-180
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  Digging Deeper Down into the Empirical Generalization of Brand RecallAdding Owned and Earned Media to Paid-Media Touchpoints

  Frank Harrison

  Journal of Advertising Research Jun 2013, 53 (2) 181-185; DOI: 10.2501/JAR-53-2-181-185
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  More Mutter About ClutterExtending Empirical Generalizations to Facebook

  Karen Nelson-Field, Erica Riebe, Byron Sharp

  Journal of Advertising Research Jun 2013, 53 (2) 186-191; DOI: 10.2501/JAR-53-2-186-191
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  If an Advertisement Runs Online And No One Sees It, Is It Still an Ad?Empirical Generalizations in Digital Advertising

  Stephanie Flosi, Gian Fulgoni, Andrea Vollman

  Journal of Advertising Research Jun 2013, 53 (2) 192-199; DOI: 10.2501/JAR-53-2-192-199
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  Is the Multi-Platform Whole More Powerful Than Its Separate Parts?Measuring the Sales Effects of Cross-Media Advertising

  Jennifer Taylor, Rachel Kennedy, Colin McDonald, Laurent Larguinat, Yassine El Ouarzazi, Nassim Haddad

  Journal of Advertising Research Jun 2013, 53 (2) 200-211; DOI: 10.2501/JAR-53-2-200-211
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  What Works Best When Combining Television Sets, PCs, Tablets, or Mobile Phones?How Synergies Across Devices Result From Cross-Device Effects and Cross-Format Synergies

  Duane Varan, Jamie Murphy, Charles F. Hofacker, Jennifer A. Robinson, Robert F. Potter, Steven Bellman

  Journal of Advertising Research Jun 2013, 53 (2) 212-220; DOI: 10.2501/JAR-53-2-212-220
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  Achieving Reach in a Multi-Media EnvironmentHow a Marketer's First Step Provides the Direction for the Second

  Jenni Romaniuk, Virginia Beal, Mark Uncles

  Journal of Advertising Research Jun 2013, 53 (2) 221-230; DOI: 10.2501/JAR-53-2-221-230
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  The Marketer's Dilemma: Focusing on a Target or a Demographic?The Utility of Data-Integration Techniques

  Mike Hess, Pete Doe

  Journal of Advertising Research Jun 2013, 53 (2) 231-236; DOI: 10.2501/JAR-53-2-231-236