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Table of Contents

01 March 2004; volume 44, issue 1

  • You have accessRestricted access
    Editorial: IMC's Fuzzy Picture
    William A. Cook
    Journal of Advertising Research Mar 2004, 44 (1) 1-2; DOI: 10.1017/S0021849904040218
  • You have accessRestricted access
    The Role Of Transactional Versus Relational Data In IMC Programs: Bringing Customer Data Together
    Deborah Zahay, James Peltier, Don. E Schultz, Abbie Griffin
    Journal of Advertising Research Mar 2004, 44 (1) 3-18; DOI: 10.1017/S0021849904040188
  • You have accessRestricted access
    The Emergence Of IMC: A Theoretical Perspective
    Philip J. Kitchen, Joanne Brignell, Tao Li, Graham Spickett Jones
    Journal of Advertising Research Mar 2004, 44 (1) 19-30; DOI: 10.1017/S0021849904040048
  • You have accessRestricted access
    Understanding The Diffusion Of Integrated Marketing Communications
    Ilchul Kim, Dongsub Han, Don E. Shultz
    Journal of Advertising Research Mar 2004, 44 (1) 31-45; DOI: 10.1017/S0021849904040024
  • You have accessRestricted access
    Perceptions Of IMC After A Decade Of Development: Who's At The Wheel, And How Can We Measure Success?
    William N. Swain
    Journal of Advertising Research Mar 2004, 44 (1) 46-65; DOI: 10.1017/S0021849904040036
  • You have accessRestricted access
    IMC As Theory And As A Poststructural Set
    Stephen J. Gould
    Journal of Advertising Research Mar 2004, 44 (1) 66-70; DOI: 10.1017/S002184990404019X
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    Better Practices In Advertising Can Change A Cost Of Doing Business To Wise Investments In The Business
    Margaret H. Blair, Allan R. Kuse
    Journal of Advertising Research Mar 2004, 44 (1) 71-89; DOI: 10.1017/S0021849904040012
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    Targeting Women's Clothing Fashion Opinion Leaders In Media Planning: An Application For Magazines
    Eric Vernette
    Journal of Advertising Research Mar 2004, 44 (1) 90-107; DOI: 10.1017/S0021849904040061
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    Sports Celebrity Influence On The Behavioral Intentions Of Generation Y
    Alan J. Bush, Craig A. Martin, Victoria D. Bush
    Journal of Advertising Research Mar 2004, 44 (1) 108-118; DOI: 10.1017/S0021849904040206
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    The Impact of Trademarks and Advertisement Size on Yellow Page Call Rates
    Avery N. Abernethy, David N. Laband
    Journal of Advertising Research Mar 2004, 44 (1) 119-125; DOI: 10.1017/S002184990404005X
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    Displacement and Reinforcement Effects of the Internet and Other Media as Sources of Advertising Information
    James C. Tsao, Stanley D. Sibley
    Journal of Advertising Research Mar 2004, 44 (1) 126-142; DOI: 10.1017/S0021849904040073
  • You have accessRestricted access
    Super Bowl Advertising Effectiveness: Hollywood Finds the Games Golden
    Rama Yelkur, Chuck Tomkovick, Patty Traczyk
    Journal of Advertising Research Mar 2004, 44 (1) 143-159; DOI: 10.1017/S0021849904040085
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