Table of Contents

Articles

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  Concave or S-Shaped Sales Response to Advertising: Does It Really Matter?A Mathematical Model Modifies Conventional Wisdom about Ad Budgeting

  Paul D. Berger, Bruce D. Weinberg

  Journal of Advertising Research Dec 2014, 54 (4) 388-392; DOI: 10.2501/JAR-54-4-388-392
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  A Model for Predicting Advertising Quality As a Key to Driving Sales GrowthHow Television Advertising Quality Affected McDonald's Sales Growth Over Six Years

  Charles Young, Adam Page

  Journal of Advertising Research Dec 2014, 54 (4) 393-397; DOI: 10.2501/JAR-54-4-393-397
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  Will I Hit My Year-End Numbers? A Brand-Performance Forecasting ModelThe Case for Benchmarking Sales and Advertising Spending

  Robert E. Carter

  Journal of Advertising Research Dec 2014, 54 (4) 398-406; DOI: 10.2501/JAR-54-4-398-406
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  The Role of the Accent in Radio Advertisements to Ethnic AudiencesDoes Emphasizing Ethnic Stereotypes Affect Spokesperson Credibility and Purchase Intention?

  Aarti S. Ivanič, Kenneth Bates, T. Somasundaram

  Journal of Advertising Research Dec 2014, 54 (4) 407-419; DOI: 10.2501/JAR-54-4-407-419
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  How to Advertise and Build Brand Knowledge GloballyComparing Television Advertising Appeals Across Developed and Emerging Economies

  Lia Zarantonello, Bernd H. Schmitt, Kamel Jedidi

  Journal of Advertising Research Dec 2014, 54 (4) 420-434; DOI: 10.2501/JAR-54-4-420-434
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  Predicting Return on Investment In Sport SponsorshipModeling Brand Exposure, Price, and ROI In Formula One Automotive Competition

  Jonathan A. Jensen, Joe B. Cobbs

  Journal of Advertising Research Dec 2014, 54 (4) 435-447; DOI: 10.2501/JAR-54-4-435-447