Most read article(s)

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The Myth of Targeting Small, But Loyal Niche Audiences
Harsh Taneja

Journal of Advertising Research Sep 2020, 60 (3) 239-250; DOI: 10.2501/JAR-2019-037
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Do Billboard Advertisements Drive Customer Retention?
John L. Fortenberry, Peter J. McGoldrick

Journal of Advertising Research Jun 2020, 60 (2) 135-147; DOI: 10.2501/JAR-2019-003
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When Brands Go Dark
Nicole Hartnett, Adam Gelzinis, Virginia Beal, Rachel Kennedy, Byron Sharp

Journal of Advertising Research Sep 2021, 61 (3) 247-259; DOI: 10.2501/JAR-2021-009
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Effectiveness and Efficiency of TV’s Brand-Building Power: A Historical Review
FRANK FINDLEY, KELLY JOHNSON, DOUGLAS CRANG, DAVID W. STEWART

Journal of Advertising Research Dec 2020, 60 (4) 361-369; DOI: 10.2501/JAR-2020-011
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What Do We Know About Celebrity Endorsement in Advertising?
John B. Ford

Journal of Advertising Research Mar 2018, 58 (1) 1-2; DOI: 10.2501/JAR-2018-006
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The Power of “Like”
Andrew Lipsman, Graham Mudd, Mike Rich, Sean Bruich

Journal of Advertising Research Mar 2012, 52 (1) 40-52; DOI: 10.2501/JAR-52-1-040-052
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Accounting for Causality When Measuring Sales Lift from Television Advertising
Henry Assael, Masakazu Ishihara, Baek Jung Kim

Journal of Advertising Research Mar 2021, 61 (1) 3-11; DOI: 10.2501/JAR-2020-024
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Impact of Media Context On Advertising Memory
Eun Sook Kwon, Karen Whitehill King, Greg Nyilasy, Leonard N. Reid

Journal of Advertising Research Mar 2019, 59 (1) 99-128; DOI: 10.2501/JAR-2018-016
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Why Online Word-of-Mouth Measures Cannot Predict Brand Outcomes Offline
Brad Fay, Rick Larkin

Journal of Advertising Research Jun 2017, 57 (2) 132-143; DOI: 10.2501/JAR-2017-021
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How Reliable Are Neuromarketers' Measures of Advertising Effectiveness?
Duane Varan, Annie Lang, Patrick Barwise, René Weber, Steven Bellman

Journal of Advertising Research Jun 2015, 55 (2) 176-191; DOI: 10.2501/JAR-55-2-176-191

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