Journal of Advertising Research: 44 (1)

01 March 2004; volume 44, issue 1

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Editorial: IMC's Fuzzy Picture
William A. Cook

Journal of Advertising Research Mar 2004, 44 (1) 1-2; DOI: 10.1017/S0021849904040218
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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
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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
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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
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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
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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
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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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