Journal of Advertising Research: 44 (3)

01 September 2004; volume 44, issue 3

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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
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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
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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
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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
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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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