Table of Contents

Articles

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  Can Comparative Advertising Be Effective in Germany? A Tale of Two Campaigns

  Manfred Schwaiger, Carsten Rennhak, Charles R. Taylor, Hugh M. Cannon

  Journal of Advertising Research Mar 2007, 47 (1) 2-13; DOI: 10.2501/S002184990707002X
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  The Effectiveness of “Typical-User” Testimonial Advertisements on Black and White Browsers' Evaluations of Products on Commercial Websites: Do They Really Work?

  Osei Appiah

  Journal of Advertising Research Mar 2007, 47 (1) 14-27; DOI: 10.2501/S0021849907070031
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  Insights on Mobile Advertising, Promotion, and Research

  Mark Ferris

  Journal of Advertising Research Mar 2007, 47 (1) 28-37; DOI: 10.2501/S0021849907070043
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  Evaluating Empirical Research into Music in Advertising: A Congruity Perspective

  Steve Oakes

  Journal of Advertising Research Mar 2007, 47 (1) 38-50; DOI: 10.2501/S0021849907070055
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  Interactive Effects of Message Framing, Product Perceived Risk, and Mood—The Case of Travel Healthcare Product Advertising

  Chun-Tuan Chang

  Journal of Advertising Research Mar 2007, 47 (1) 51-65; DOI: 10.2501/S0021849907070067
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  The Relationship of Motivators, Needs, and Involvement Factors to Preferences for Military Recruitment Slogans

  Sylvia A. Miller, M. Suzanne Clinton, John P. Camey

  Journal of Advertising Research Mar 2007, 47 (1) 66-78; DOI: 10.2501/S0021849907070079
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  Congruence between Positioning and Brand Advertising

  Charles Blankson, Stavros P. Kalafatis

  Journal of Advertising Research Mar 2007, 47 (1) 79-94; DOI: 10.2501/S0021849907070080
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  The Effects of Visual Enhancement on Attribute/Benefit Desirability and Brand Perception Measures: Implications for Reliability and Validity

  Kevin J. Clancy, Samuel Rabino

  Journal of Advertising Research Mar 2007, 47 (1) 95-102; DOI: 10.2501/S0021849907070092
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  You Can Teach an Old Dog New Tricks: Strategies for Including Older Consumers When Selecting Media Vehicles

  Ted D'amico

  Journal of Advertising Research Mar 2007, 47 (1) 103-112; DOI: 10.2501/S0021849907070109
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  The Honey, the Bear, and the Violin: The Russian Voices of Israeli Advertising

  Nelly Elias, Leah Greenspan

  Journal of Advertising Research Mar 2007, 47 (1) 113-122; DOI: 10.2501/S0021849907070110