Table of Contents

Articles

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  Advertising Engagement: A Driver of Message Involvement on Message Effects

  Alex Wang

  Journal of Advertising Research Dec 2006, 46 (4) 355-368; DOI: 10.2501/S0021849906060429
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  The Advertising Magnifier Effect: An MTV Study

  Todd Cunningham, Amy Shea Hall, Charles Young

  Journal of Advertising Research Dec 2006, 46 (4) 369-380; DOI: 10.2501/S0021849906060454
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  A Biologically Based Measure of Emotional Engagement: Context Matters

  Carl D. Marci

  Journal of Advertising Research Dec 2006, 46 (4) 381-387; DOI: 10.2501/S0021849906060466
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  A Disaster Is Contagious: How a Brand in Crisis Affects Other Brands

  Micael Dahlén, Fredrik Lange

  Journal of Advertising Research Dec 2006, 46 (4) 388-397; DOI: 10.2501/S0021849906060417
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  Measuring the Effectiveness of True Sponsorship

  Bill Harvey, Stu Gray, Gerald Despain

  Journal of Advertising Research Dec 2006, 46 (4) 398-409; DOI: 10.2501/S0021849906060478
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  Brand Relationships: Strengthened by Emotion, Weakened by Attention

  Robert Heath, David Brandt, Agnes Nairn

  Journal of Advertising Research Dec 2006, 46 (4) 410-419; DOI: 10.2501/S002184990606048X
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  Engaging the Consumer through Event Marketing: Linking Attendees with the Sponsor, Community, and Brand

  Angeline G. Close, R. Zachary Finney, Russell Z. Lacey, Julie Z. Sneath

  Journal of Advertising Research Dec 2006, 46 (4) 420-433; DOI: 10.2501/S0021849906060430
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  Effects of Popular Music in Advertising on Attention and Memory

  David Allan

  Journal of Advertising Research Dec 2006, 46 (4) 434-444; DOI: 10.2501/S0021849906060491
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  Methodological and Strategy Development Implications of Decision Segmentation

  Thomas J. Reynolds

  Journal of Advertising Research Dec 2006, 46 (4) 445-461; DOI: 10.2501/S0021849906060405
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  Marketers Who Measure the Wrong Thing Get Faulty Answers

  Rex Briggs

  Journal of Advertising Research Dec 2006, 46 (4) 462-468; DOI: 10.2501/S0021849906060508