PT - JOURNAL ARTICLE ED - , TI - Where Marketing Art Meets Marketing Science AID - 10.2501/JAR-52-3-376-387 DP - 2012 Sep 01 TA - Journal of Advertising Research PG - 376--387 VI - 52 IP - 3 4099 - http://www.journalofadvertisingresearch.com/content/52/3/376.short 4100 - http://www.journalofadvertisingresearch.com/content/52/3/376.full SO - J Advert Res2012 Sep 01; 52