Table of Contents

Articles

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  A Classic FormulaEnd-to-End Insight With Added Productivity

  Clodagh Forde, Stan Sthanunathan, Dave Patten, Geoff Wicken

  Journal of Advertising Research Sep 2009, 49 (3) 266-270; DOI: 10.2501/S0021849909090461
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  This Event is Me!How Consumer Event Self-Congruity Leverages Sponsorship

  Angeline G. Close, Anjala S. Krishen, Michael S. Latour

  Journal of Advertising Research Sep 2009, 49 (3) 271-284; DOI: 10.2501/S0021849909090412
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  How Rich-Media Video Technology Boosts Branding GoalsDifferent Online Advertising Formats Drive Different Brand-Performance Metrics

  Leah Spalding, Sally Cole, Amy Fayer

  Journal of Advertising Research Sep 2009, 49 (3) 285-292; DOI: 10.2501/S0021849909090497
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  Winning the Super “Buzz” BowlHow Biometrically-Based Emotional Engagement Correlates With Online Views and Comments For Super Bowl Advertisements

  Caleb J. Siefert, Ravi Kothuri, Devra B. Jacobs, Brian Levine, Joseph Plummer, Carl D. Marci

  Journal of Advertising Research Sep 2009, 49 (3) 293-303; DOI: 10.2501/S0021849909090424
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  Research on Advertising in a RecessionA Critical Review and Synthesis

  Gerard J. Tellis, Kethan Tellis

  Journal of Advertising Research Sep 2009, 49 (3) 304-327; DOI: 10.2501/S0021849909090400
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  Beauty is in the Eye of the Tech ManagerHow Technology Orientation and Interactive-Media Knowledge Can Drive (or Stall) Change

  Larry Chiagouris, Vishal Lala

  Journal of Advertising Research Sep 2009, 49 (3) 328-338; DOI: 10.2501/S0021849909090485
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  Metrics That MatterIdentifying the Importance of Consumer Wants and Needs

  Martin R. Lautman, Koen Pauwels

  Journal of Advertising Research Sep 2009, 49 (3) 339-359; DOI: 10.2501/S002184990909045X
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  The Effectiveness of Combining Online and Print AdvertisementsIs the Whole Better than the Individual Parts?

  Lea M. Wakolbinger, Michaela Denk, Klaus Oberecker

  Journal of Advertising Research Sep 2009, 49 (3) 360-372; DOI: 10.2501/S0021849909090436
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  Beavers, Bubbles, Bees, and MothsAn Examination Of Animated Spokescharacters In DTC Prescription-Drug Advertisements and Websites

  Kartik Pashupati

  Journal of Advertising Research Sep 2009, 49 (3) 373-393; DOI: 10.2501/S0021849909090473