Journal of Advertising Research: 53 (3)

01 September 2013; volume 53, issue 3

Letter from the CEO

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The Journal/ARF Partnership
Journal of Advertising Research Sep 2013, 53 (3) i; DOI: 10.2501/JAR-53-3-00i-00i

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What We Know About Creativity
Geoffrey Precourt

Journal of Advertising Research Sep 2013, 53 (3) 238-239; DOI: 10.2501/JAR-53-3-238-239

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The Theory and Practice of AdvertisingCounting the Cost to the Customer
Pierre Berthon, Karen Robson, Leyland Pitt

Journal of Advertising Research Sep 2013, 53 (3) 244-246; DOI: 10.2501/JAR-53-3-244-246

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Sharing the SpotlightIs There Room for Two Brands in One Advertisement?
Jenni Romaniuk

Journal of Advertising Research Sep 2013, 53 (3) 247-250; DOI: 10.2501/JAR-53-3-247-250

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In Search of Advertising ROIThe Impossible Dream versus “Bounded Rationality”
Gale Metzger

Journal of Advertising Research Sep 2013, 53 (3) 251-253; DOI: 10.2501/JAR-53-3-251-253

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You Can't Put a Price Tag on A Survey Participant's EnjoymentThe Latest Findings from The ARF's “Foundations of Quality” Research
Robert W. Walker, William A. Cook

Journal of Advertising Research Sep 2013, 53 (3) 254-257; DOI: 10.2501/JAR-53-3-254-257

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A Multi-Country Examination Of Hard-Sell and Soft-Sell AdvertisingComparing Global Consumer Positioning In Holistic- and Analytic-Thinking Cultures
Shintaro Okazaki, Barbara Mueller, Sandra Diehl

Journal of Advertising Research Sep 2013, 53 (3) 258-272; DOI: 10.2501/JAR-53-3-258-272
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In 2013, Once Again, Marketing Art Meets ScienceBest-in-Show Winners of the Advertising Research Foundation's David Ogilvy Awards
Journal of Advertising Research Sep 2013, 53 (3) 279-285; DOI: 10.2501/JAR-53-3-273-285

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Optimizing the Amount of Entertainment in AdvertisingWhat's So Funny about Tracking Reactions to Humor?
Thales S. Teixeira, Horst Stipp

Journal of Advertising Research Sep 2013, 53 (3) 286-296; DOI: 10.2501/JAR-53-3-286-296
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Matching Creative Agencies With Results-Driven MarketersDo Clients Really Need Highly Creative Advertising?
Sheila Lucy Sasser, Scott Koslow, Mark Kilgour

Journal of Advertising Research Sep 2013, 53 (3) 297-312; DOI: 10.2501/JAR-53-3-297-312
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Practitioner Views of Comparative AdvertisingHow Practices Have Changed in Two Decades
Fred K. Beard

Journal of Advertising Research Sep 2013, 53 (3) 313-323; DOI: 10.2501/JAR-53-3-313-323
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What Makes Win, Place, or Show?Judging Creativity in Advertising at Award Shows
Douglas West, Albert Caruana, Kannika Leelapanyalert

Journal of Advertising Research Sep 2013, 53 (3) 324-338; DOI: 10.2501/JAR-53-3-324-338
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The Fire Starter and the Brand StewardAn Examination of Successful Leadership Traits for The Advertising-Agency Creative Director
Karen L. Mallia, Kasey Windels, Sheri J. Broyles

Journal of Advertising Research Sep 2013, 53 (3) 339-353; DOI: 10.2501/JAR-53-3-339-353