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Table of Contents

01 December 2006; volume 46, issue 4

Editorial

  • You have accessRestricted access
    Editorial: Building “Engagement,” One Brick at a Time
    Bob Woodard
    Journal of Advertising Research Dec 2006, 46 (4) 353-354; DOI: 10.2501/S0021849906060442

Articles

  • You have accessRestricted access
    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
  • You have accessRestricted access
    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

Book Review

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    What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds
    Joseph T. Plummer
    Journal of Advertising Research Dec 2006, 46 (4) 469-470; DOI: 10.2501/S0021849906000511
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