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Table of Contents

What We Know About Advertising: Lessons from Empirical Generalizations

01 June 2009; volume 49, issue 2

Editorial

  • You have accessRestricted access
    Why Empirical Generalizations Matter
    Geoffrey Precourt
    Journal of Advertising Research Jun 2009, 49 (2) 113-114; DOI: 10.2501/S0021849909090382

Articles

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    Today's Advertising Laws: Will They Survive the Digital Revolution?
    Byron Sharp, Yoram (Jerry) Wind
    Journal of Advertising Research Jun 2009, 49 (2) 120-126; DOI: 10.2501/S002184990909014X
  • You have accessRestricted access
    Advertising Impact Generalizations In a Marketing Mix Context
    Dominique M. Hanssens
    Journal of Advertising Research Jun 2009, 49 (2) 127-129; DOI: 10.2501/S0021849909090151
  • You have accessRestricted access
    Empirical Generalizations about Advertising Campaign Success
    Les Binet, Peter Field
    Journal of Advertising Research Jun 2009, 49 (2) 130-133; DOI: 10.2501/S0021849909090163
  • You have accessRestricted access
    Whither the Click? How Online Advertising Works
    Gian M. Fulgoni, Marie Pauline Mörn
    Journal of Advertising Research Jun 2009, 49 (2) 134-142; DOI: 10.2501/S0021849909090175
  • You have accessRestricted access
    The Efficacy of Brand-Execution Tactics in TV Advertising, Brand Placements, and Internet Advertising
    Jenni Romaniuk
    Journal of Advertising Research Jun 2009, 49 (2) 143-150; DOI: 10.2501/S0021849909090187
  • You have accessRestricted access
    Brand Placement Prominence: Good for Memory! Bad for Attitudes?
    Eva van Reijmersdal
    Journal of Advertising Research Jun 2009, 49 (2) 151-153; DOI: 10.2501/S0021849909090199
  • You have accessRestricted access
    The Role of Advertising in Word of Mouth
    Ed Keller, Brad Fay
    Journal of Advertising Research Jun 2009, 49 (2) 154-158; DOI: 10.2501/S0021849909090205
  • You have accessRestricted access
    How Clutter Affects Advertising Effectiveness
    Peter Hammer, Erica Riebe, Rachel Kennedy
    Journal of Advertising Research Jun 2009, 49 (2) 159-163; DOI: 10.2501/S0021849909090217
  • You have accessRestricted access
    A New Theorem for Optimizing the Advertising Budget
    Malcolm Wright
    Journal of Advertising Research Jun 2009, 49 (2) 164-169; DOI: 10.2501/S0021849909090229
  • You have accessRestricted access
    Using Quasi-Experimental Data To Develop Empirical Generalizations For Persuasive Advertising
    J. Scott Armstrong, Sandeep Patnaik
    Journal of Advertising Research Jun 2009, 49 (2) 170-175; DOI: 10.2501/S0021849909090230
  • You have accessRestricted access
    The In-Store “Audience”
    Herb Sorensen
    Journal of Advertising Research Jun 2009, 49 (2) 176-179; DOI: 10.2501/S0021849909090242
  • You have accessRestricted access
    Behavioral Effects of Digital Signage
    Raymond R. Burke
    Journal of Advertising Research Jun 2009, 49 (2) 180-185; DOI: 10.2501/S0021849909090254
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    Short-Term Effects of Advertising: Some Well-Established Empirical Law-Like Patterns
    Leslie Wood
    Journal of Advertising Research Jun 2009, 49 (2) 186-192; DOI: 10.2501/S0021849909090266
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    The Spacing Effects of Multiple Exposures on Memory: Implications for Advertising Scheduling
    Alan G. Sawyer, Hayden Noel, Chris Janiszewski
    Journal of Advertising Research Jun 2009, 49 (2) 193-197; DOI: 10.2501/S0021849909090278
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    Is Once Really Enough? Making Generalizations about Advertising's Convex Sales Response Function
    Jennifer Taylor, Rachel Kennedy, Byron Sharp
    Journal of Advertising Research Jun 2009, 49 (2) 198-200; DOI: 10.2501/S002184990909028X
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    An Update of Real-World TV Advertising Tests
    Ye Hu, Leonard M. Lodish, Abba M. Krieger, Babak Hayati
    Journal of Advertising Research Jun 2009, 49 (2) 201-206; DOI: 10.2501/S0021849909090291
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    The Total Long-Term Sales Effects of Advertising: Lessons from Single Source
    Kate Newstead, Jennifer Taylor, Rachel Kennedy, Byron Sharp
    Journal of Advertising Research Jun 2009, 49 (2) 207-210; DOI: 10.2501/S0021849909090308
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    Television: Back to the Future
    Byron Sharp, Virginia Beal, Martin Collins
    Journal of Advertising Research Jun 2009, 49 (2) 211-219; DOI: 10.2501/S002184990909031X
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    Empirical Evidence of TV Advertising Effectiveness
    Joel Rubinson
    Journal of Advertising Research Jun 2009, 49 (2) 220-226; DOI: 10.2501/S0021849909090321
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    The Enduring Influence of TV Advertising And Communications Clout Patterns In the Global Marketplace
    Oscar Jamhouri, Marek L. Winiarz
    Journal of Advertising Research Jun 2009, 49 (2) 227-235; DOI: 10.2501/S0021849909090333
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    Digital Video Recorders And Inadvertent Advertising Exposure
    Erik du Plessis
    Journal of Advertising Research Jun 2009, 49 (2) 236-239; DOI: 10.2501/S0021849909090345
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    Generalizations about Advertising Effectiveness in Markets
    Gerard J. Tellis
    Journal of Advertising Research Jun 2009, 49 (2) 240-245; DOI: 10.2501/S0021849909090357
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    Advertising Empirical Generalizations: Implications for Research and Action
    Yoram (Jerry) Wind, Byron Sharp
    Journal of Advertising Research Jun 2009, 49 (2) 246-252; DOI: 10.2501/S0021849909090369
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Journal of Advertising Research: 49 (2)
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