Table of Contents

Articles

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  The Tactical Use of Mobile Marketing: How Adolescents' Social Networking Can Best Shape Brand Extensions

  Shintaro Okazaki

  Journal of Advertising Research Mar 2009, 49 (1) 12-26; DOI: 10.2501/S0021849909090102
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  The New Unwired World: An IAB Status Report on Mobile Advertising

  Joe Laszlo, IAB Mobile Advertising Committee

  Journal of Advertising Research Mar 2009, 49 (1) 27-43; DOI: 10.2501/S0021849909090035
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  Next-Generation Mobile Marketing: How Young Consumers React to Bluetooth-Enabled Advertising

  Sheena Leek, George Christodoulides

  Journal of Advertising Research Mar 2009, 49 (1) 44-53; DOI: 10.2501/S0021849909090059
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  The March of Mobile Marketing: New Chances for Consumer Companies, New Opportunities for Mobile Operators

  Roman Friedrich, Florian Gröne, Klaus Hölbling, Michael Peterson

  Journal of Advertising Research Mar 2009, 49 (1) 54-61; DOI: 10.2501/S0021849909090096
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  Emotional Engagement: How Television Builds Big Brands At Low Attention

  Robert Heath

  Journal of Advertising Research Mar 2009, 49 (1) 62-73; DOI: 10.2501/S0021849909090060
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  Too Much Information: Does the Internet Dig Too Deep?

  Dinaz Kachhi, Michael W. Link

  Journal of Advertising Research Mar 2009, 49 (1) 74-81; DOI: 10.2501/S0021849909090047
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  Split-Second Recognition: What Makes Outdoor Advertising Work?

  Lex van Meurs, Mandy Aristoff

  Journal of Advertising Research Mar 2009, 49 (1) 82-92; DOI: 10.2501/S0021849909090011
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  “Some Assembly Required”: Comparing Disclaimers in Children's TV Advertising in Turkey and the United States

  Aysen Bakir

  Journal of Advertising Research Mar 2009, 49 (1) 93-103; DOI: 10.2501/S0021849909090023
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  Learning from Winners: How IBM Seized the Day

  Raymond Pettit

  Journal of Advertising Research Mar 2009, 49 (1) 104-110; DOI: 10.2501/S0021849909090072