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Table of Contents

01 September 2004; volume 44, issue 3

  • You have accessRestricted access
    Editorial: To Our Readers and Supporters from the New Editor
    Joseph T. Plummer
    Journal of Advertising Research Sep 2004, 44 (3) 223-224; DOI: 10.1017/S0021849904040280
  • You have accessRestricted access
    Using Consumer Attitudes to Value Brands: Evaluation of the Financial Value of Brands
    Oliver Hupp, Ken Powaga
    Journal of Advertising Research Sep 2004, 44 (3) 225-231; DOI: 10.1017/S0021849904040267
  • You have accessRestricted access
    Brand Logic: A Business Case for Communications
    James R. Gregory, Lawrence McNaughton
    Journal of Advertising Research Sep 2004, 44 (3) 232-236; DOI: 10.1017/S0021849904040292
  • You have accessRestricted access
    Measuring Marketing Effectiveness and Value: The Unisys Marketing Dashboard
    Amy Miller, Jennifer Cioffi
    Journal of Advertising Research Sep 2004, 44 (3) 237-243; DOI: 10.1017/S0021849904040334
  • You have accessRestricted access
    How the Pursuit of ROMI Is Changing Marketing Management
    William A. Cook, Vijay S. Talluri
    Journal of Advertising Research Sep 2004, 44 (3) 244-254; DOI: 10.1017/S0021849904040322
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    How to Fill the Accountability Gap in Demand Creation
    Eric Einhorn
    Journal of Advertising Research Sep 2004, 44 (3) 255-261; DOI: 10.1017/S0021849904040310
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    Evaluating Return on Investment of Multimedia Advertising with a Single-Source Panel: A Retail Case Study
    Joan Fitzgerald
    Journal of Advertising Research Sep 2004, 44 (3) 262-270; DOI: 10.1017/S0021849904040309
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    Quantifying the Ripple: Word-of-Mouth and Advertising Effectiveness
    John E. Hogan, Katherine N. Lemon, Barak Libai
    Journal of Advertising Research Sep 2004, 44 (3) 271-280; DOI: 10.1017/S0021849904040243
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    The NASCAR Phenomenon: Auto Racing Sponsorships and Shareholder Wealth
    Stephen W. Pruitt, T. Bettina Cornwell, John M. Clark
    Journal of Advertising Research Sep 2004, 44 (3) 281-296; DOI: 10.1017/S0021849904040279
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    Advertising as Public Diplomacy: Attitude Change among International Audiences
    Alice Kendrick, Jami A. Fullerton
    Journal of Advertising Research Sep 2004, 44 (3) 297-308; DOI: 10.1017/S0021849904040255
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