Journal of Advertising Research: 45 (4)

01 December 2005; volume 45, issue 4

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Editorial: Can IMC Make Channels Come Alive?
Bob Woodard

Journal of Advertising Research Dec 2005, 45 (4) 355; DOI: 10.1017/S0021849905050415
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Managing Media and Advertising Change with Integrated Marketing
Bobby J. Calder, Edward C. Malthouse

Journal of Advertising Research Dec 2005, 45 (4) 356-361; DOI: 10.1017/S0021849905050427
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Sequence Matters: A More Effective Way to Use Advertising and Publicity
Marsha D. Loda, Barbara Carrick Coleman

Journal of Advertising Research Dec 2005, 45 (4) 362-372; DOI: 10.1017/S0021849905050464
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An IMC Approach to Event Marketing: The Effects of Sponsorship and Experience on Customer Attitudes
Julie Z. Sneath, R. Zachary Finney, Angeline Grace Close

Journal of Advertising Research Dec 2005, 45 (4) 373-381; DOI: 10.1017/S0021849905050440
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Consumer Responses to Interactive Advertising Campaigns Coupling Short-Message-Service Direct Marketing and TV Commercials
Randolph J. Trappey, Arch G. Woodside

Journal of Advertising Research Dec 2005, 45 (4) 382-401; DOI: 10.1017/S0021849905050476
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The Effects of Expert and Consumer Endorsements on Audience Response
Alex Wang

Journal of Advertising Research Dec 2005, 45 (4) 402-412; DOI: 10.1017/S0021849905050452
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Brand Equity Implications of Joint Branding Programs
Ed Lebar, Phil Buehler, Kevin Lane Keller, Monika Sawicka, Zeynep Aksehirli, Keith Richey

Journal of Advertising Research Dec 2005, 45 (4) 413-425; DOI: 10.1017/S0021849905050439

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