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Table of Contents

Is Anybody Listening?

01 March 2010; volume 50, issue 1

Editorial

  • You have accessRestricted access
    Is Anybody Listening?
    Geoffrey Precourt
    Journal of Advertising Research Mar 2010, 50 (1) 3-4; DOI: 10.2501/S0021849901091105

Viewpoint

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    Media: No Longer the Caboose
    Joel Rubinson
    Journal of Advertising Research Mar 2010, 50 (1) 8-9; DOI: 10.2501/S0021849910091117

Commentary

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    How More Precise Magazine Inputs Can Improve Media Mix ModelingThe Impact of More Balanced Metrics on ROI
    James Collins, David Dixon, Wayne Eadie, Mark Reggimenti, David Shiffman, Julia Soukhareva, Judy Vogel, Britta Ware
    Journal of Advertising Research Mar 2010, 50 (1) 10-15; DOI: 10.2501/S0021849910091129

Articles

  • You have accessRestricted access
    The Value of ListeningHeeding the Call of the Snuggie
    David Wiesenfeld, Kristin Bush, Ronjan Sikdar
    Journal of Advertising Research Mar 2010, 50 (1) 16-20; DOI: 10.2501/S0021849910091130
  • You have accessRestricted access
    The Power of AtlasWhy In-Store Shopping Behavior Matters
    Jacob Suher, Herb Sorensen
    Journal of Advertising Research Mar 2010, 50 (1) 21-29; DOI: 10.2501/S0021849910091142
  • You have accessRestricted access
    Putting Listening to WorkThe Essentials of Listening
    Stephen D. Rappaport
    Journal of Advertising Research Mar 2010, 50 (1) 30-41; DOI: 10.2501/S0021849910091154
  • You have accessRestricted access
    Can Old Media Enhance New Media?How Traditional Advertising Pays off for an Online Social Network
    Markus Pfeiffer, Markus Zinnbauer
    Journal of Advertising Research Mar 2010, 50 (1) 42-49; DOI: 10.2501/S0021849910091166
  • You have accessRestricted access
    Financial Markets and MarketingThe Tradeoff between R&D and Advertising During an Economic Downturn
    Surinder Tikoo, Ahmed Ebrahim
    Journal of Advertising Research Mar 2010, 50 (1) 50-56; DOI: 10.2501/S0021849910091178
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    Changes in Social Values in the United States: 1976–2007“Self-Respect” Is on the Upswing as “A Sense of Belonging” Becomes Less Important
    Eda Gurel-Atay, Guang-Xin Xie, Johnny Chen, Lynn Richard Kahle
    Journal of Advertising Research Mar 2010, 50 (1) 57-67; DOI: 10.2501/S002184991009118X
  • You have accessRestricted access
    Cost Per SecondThe Relative Effectiveness of 15- and 30-Second Television Advertisements
    Kate Newstead, Jenni Romaniuk
    Journal of Advertising Research Mar 2010, 50 (1) 68-76; DOI: 10.2501/S0021849910091191
  • You have accessRestricted access
    Art for the Sake of the CorporationAudi, BMW Group, DaimlerChrysler, Montblanc, Siemens, and Volkswagen Help Explore the Effect of Sponsorship on Corporate Reputations
    Manfred Schwaiger, Marko Sarstedt, Charles R. Taylor
    Journal of Advertising Research Mar 2010, 50 (1) 77-90; DOI: 10.2501/S0021849910091208
  • You have accessRestricted access
    What's Up?Exploring Upper and Lower Visual Field Advertising Effects
    Kendall Goodrich
    Journal of Advertising Research Mar 2010, 50 (1) 91-106; DOI: 10.2501/S002184991009121X

Editorial Note

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    Be Part of a Modern Classic
    Douglas West
    Journal of Advertising Research Mar 2010, 50 (1) 107; DOI: 10.2501/S0021849910091233
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Journal of Advertising Research: 50 (1)
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