Table of Contents

Articles

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  Measurable Emotions: How Television Ads Really WorkPatterns of Reactions to Commercials Can Demonstrate Advertising Effectiveness

  Anca Cristina Micu, Joseph T. Plummer

  Journal of Advertising Research Jun 2010, 50 (2) 137-153; DOI: 10.2501/S0021849910091300
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  Using Interactive Program-Loyalty Banners to Reduce TV Ad AvoidanceIs It Possible to Give Viewers a Reason To Stay Tuned during Commercial Breaks?

  Stephen Richard Dix, Steven Bellman, Hanadi Haddad, Duane Varan

  Journal of Advertising Research Jun 2010, 50 (2) 154-161; DOI: 10.2501/S0021849910091312
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  Assessing a New Advertising EffectMeasurement of the Impact of Television Commercials on Internet Search Queries

  Dan Zigmond, Horst Stipp

  Journal of Advertising Research Jun 2010, 50 (2) 162-168; DOI: 10.2501/S0021849910091324
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  The Power of Emotional Appeals in AdvertisingThe Influence of Concrete Versus Abstract Affect On Time-Dependent Decisions

  Cenk Bülbül, Geeta Menon

  Journal of Advertising Research Jun 2010, 50 (2) 169-180; DOI: 10.2501/S0021849910091336
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  A Netnographic ExplorationListening to Online Consumer Conversations

  Rama K. Jayanti

  Journal of Advertising Research Jun 2010, 50 (2) 181-196; DOI: 10.2501/S0021849910091348
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  Listening SolutionsA Marketer's Guide to Software and Services

  Stephen D. Rappaport

  Journal of Advertising Research Jun 2010, 50 (2) 197-213; DOI: 10.2501/S00218491009135X
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  Match GameLinking Sponsorship Congruence with Communication Outcomes

  Gerard P. Prendergast, Derek Poon, Douglas C. West

  Journal of Advertising Research Jun 2010, 50 (2) 214-226; DOI: 10.2501/S0021849910091361