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Table of Contents

The Long Tail of Media

01 September 2008; volume 48, issue 3

Guest Editorial

  • You have accessRestricted access
    Marketing in the Era of Long-Tail Media
    Joel Rubinson
    Journal of Advertising Research Sep 2008, 48 (3) 301-302; DOI: 10.2501/S0021849908080355

Viewpoint

  • You have accessRestricted access
    A Framework for Advertising in the Digital Age
    Stephen J. Kim
    Journal of Advertising Research Sep 2008, 48 (3) 310-312; DOI: 10.2501/S0021849908080367

Articles

  • You have accessRestricted access
    The Long Tail and Its Implications for Media Audience Measurement
    Scott McDonald
    Journal of Advertising Research Sep 2008, 48 (3) 313-319; DOI: 10.2501/S0021849908080379
  • You have accessRestricted access
    Exploring the Effectiveness of Advertising in the ABC.com Full Episode Player
    Mark Loughney, Martin Eichholz, Michelle Hagger
    Journal of Advertising Research Sep 2008, 48 (3) 320-328; DOI: 10.2501/S0021849908080483
  • You have accessRestricted access
    Long Tail Media in the Store
    Herb Sorensen
    Journal of Advertising Research Sep 2008, 48 (3) 329-338; DOI: 10.2501/S0021849908080380
  • You have accessRestricted access
    “Make Measurable What Is Not So”: Consumer Mix Modeling for the Evolving Media World
    John Hallward
    Journal of Advertising Research Sep 2008, 48 (3) 339-351; DOI: 10.2501/S0021849908080392
  • You have accessRestricted access
    The Advertising Impact of an Interactive TV Program on the Recall of an Embedded Commercial
    Verolien Cauberghe, Patrick De Pelsmacker
    Journal of Advertising Research Sep 2008, 48 (3) 352-362; DOI: 10.2501/S0021849908080410
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    The Impact of SMS Advertising on Members of a Virtual Community
    Jacques Nantel, Yasha Sekhavat
    Journal of Advertising Research Sep 2008, 48 (3) 363-374; DOI: 10.2501/S002184990808032X
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    Measuring Consumer Interactivity in Response to Campaigns Coupling Mobile and Television Media
    Robert Davis, Laszlo Sajtos
    Journal of Advertising Research Sep 2008, 48 (3) 375-391; DOI: 10.2501/S0021849908080409
  • You have accessRestricted access
    Advertising Creativity Matters
    Micael Dahlén, Sara Rosengren, Fredrik Törn
    Journal of Advertising Research Sep 2008, 48 (3) 392-403; DOI: 10.2501/S002184990808046X
  • You have accessRestricted access
    A Content Analysis of Music Placement in Prime-Time Television Advertising
    David Allan
    Journal of Advertising Research Sep 2008, 48 (3) 404-417; DOI: 10.2501/S0021849908080434
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    Attributes of Likeable Television Commercials in Asia
    Kim-Shyan Fam
    Journal of Advertising Research Sep 2008, 48 (3) 418-432; DOI: 10.2501/S0021849908080422
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    The Impact of Celebrity–Product Incongruence on the Effectiveness of Product Endorsement
    Jung-Gyo Lee, Esther Thorson
    Journal of Advertising Research Sep 2008, 48 (3) 433-449; DOI: 10.2501/S0021849908080446
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    The Ethical Aspects of Direct to Consumer Advertising of Prescription Drugs in the United Kingdom: Physician versus Consumer Views
    Jon Reast, Dayananda Palihawadana, Haseeb Shabbir
    Journal of Advertising Research Sep 2008, 48 (3) 450-464; DOI: 10.2501/S0021849908080458
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    The Branding Impact of Brand Websites: Do Newsletters and Consumer Magazines Have a Moderating Role?
    Brigitte Müller, Laurent Florès, Meriem Agrebi, Jean-Louis Chandon
    Journal of Advertising Research Sep 2008, 48 (3) 465-472; DOI: 10.2501/S0021849908080471

Book Review

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    Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers
    Joel Rubinson
    Journal of Advertising Research Sep 2008, 48 (3) 473-474; DOI: 10.2501/S0021849908080495
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Journal of Advertising Research: 48 (3)
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