Journal of Advertising Research: 44 (2)

01 June 2004; volume 44, issue 2

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Presidentorial
Robert L. Barocci

Journal of Advertising Research Jun 2004, 44 (2) 163; DOI: 10.1017/S0021849904040164
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A Message from the Chairman of the AAAA to JAR Readers
Ken Kaess

Journal of Advertising Research Jun 2004, 44 (2) 164; DOI: 10.1017/S0021849904040176
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The Importance of Being Ernest: Commemorating Dichter's Contribution to Advertising Research
Barbara B. Stern

Journal of Advertising Research Jun 2004, 44 (2) 165-169; DOI: 10.1017/S0021849904040127
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What Advertising Testing Might Have Been, If We Had Only Known
Spike Cramphorn

Journal of Advertising Research Jun 2004, 44 (2) 170-180; DOI: 10.1017/S0021849904040115
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On Measuring the Power of Communications
Bruce F. Hall

Journal of Advertising Research Jun 2004, 44 (2) 181-187; DOI: 10.1017/S0021849904040139
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The Definition and Measurement of Creativity: What Do We Know?
Jaafar El-Murad, Douglas C. West

Journal of Advertising Research Jun 2004, 44 (2) 188-201; DOI: 10.1017/S0021849904040097
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Capturing the Flow of Emotion in Television Commercials: A New Approach
Charles E. Young

Journal of Advertising Research Jun 2004, 44 (2) 202-209; DOI: 10.1017/S0021849904040103
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The Morphological Approach for Unconscious Consumer Motivation Research
Dirk Ziems

Journal of Advertising Research Jun 2004, 44 (2) 210-224; DOI: 10.1017/S0021849904040152
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Book Review: How Customers Think
William A. Cook

Journal of Advertising Research Jun 2004, 44 (2) 216-218; DOI: 10.1017/S0021849904000145

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