Table of Contents

Getting Metrics Right

01 December 2009; volume 49, issue 4

Editorial

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Getting Metrics Right
Geoffrey Precourt

Journal of Advertising Research Dec 2009, 49 (4) 395-396; DOI: 10.2501/S0021849909091004

Viewpoint

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Just AskingWhy You Should Make People Curious about Your Brand
Joel Rubinson

Journal of Advertising Research Dec 2009, 49 (4) 399-400; DOI: 10.2501/S0021849909091016

Commentary

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Who Owns Metrics?Building a Bill of Rights for Online Advertisers
Benjamin Edelman

Journal of Advertising Research Dec 2009, 49 (4) 401-403; DOI: 10.2501/S0021849909091028

Articles

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It's PersonalExtracting Lifestyle Indicators in Digital Television Advertising
George Lekakos

Journal of Advertising Research Dec 2009, 49 (4) 404-418; DOI: 10.2501/S0021849909091041
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Measuring Advertising Quality on TelevisionDeriving Meaningful Metrics from Audience Retention Data
Dan Zigmond, Sundar Dorai-Raj, Yannet Interian, Igor Naverniouk

Journal of Advertising Research Dec 2009, 49 (4) 419-428; DOI: 10.2501/S0021849909091090
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A New Branch of AdvertisingReviewing Factors That Influence Reactions to Product Placement
Eva van Reijmersdal, Peter Neijens, Edith G. Smit

Journal of Advertising Research Dec 2009, 49 (4) 429-449; DOI: 10.2501/S0021849909091065
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How Emotive is CreativityAttention Levels and TV Advertising
Robert G. Heath, Agnes C. Nairn, Paul A. Bottomley

Journal of Advertising Research Dec 2009, 49 (4) 450-463; DOI: 10.2501/S0021849909091077
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The Foundations of Quality InitiativeA Five-Part Immersion into the Quality of Online Research
Robert Walker, Raymond Pettit, Joel Rubinson

Journal of Advertising Research Dec 2009, 49 (4) 464-485; DOI: 10.2501/S0021849909091089