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Table of Contents

Engaging with Digital China

01 December 2011; volume 51, issue 4

Editorial

  • You have accessRestricted access
    Engaging with Digital China
    Geoffrey Precourt
    Journal of Advertising Research Dec 2011, 51 (4) 553-554; DOI: 10.2501/JAR-51-4-553-554

Mind Over Metrics

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    Marketing on the Razor's EdgeThe Need for Smarter Decisions As the Economy Goes Sideways
    Pat LaPointe
    Journal of Advertising Research Dec 2011, 51 (4) 559-560; DOI: 10.2501/JAR-51-4-559-560

Marketing Matters

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    Are You Blinded by the Heavy (Buyer)……. Or Are You Seeing the Light?
    Jenni Romaniuk
    Journal of Advertising Research Dec 2011, 51 (4) 561-563; DOI: 10.2501/JAR-51-4-561-563

Articles

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    The Globalization of Social MediaConsumer Relationships with Brands Evolve in the Digital Space
    Graeme Hutton, Maggie Fosdick
    Journal of Advertising Research Dec 2011, 51 (4) 564-570; DOI: 10.2501/JAR-51-4-564-570
  • You have accessRestricted access
    Optimizing Market Segmentation for a Global Mobile Phone Provider for both Targeting and Insight
    Marc O'Regan, Kalidas Ashok, Olga Maksimova, Oleg Reshetin
    Journal of Advertising Research Dec 2011, 51 (4) 571-577; DOI: 10.2501/JAR-51-4-571-577
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    Which Broadcast Medium Better Drives Engagement?Measuring the Powers of Radio and Television with Electromyography and Skin-Conductance Measurements
    James Peacock, Scott Purvis, Richard L. Hazlett
    Journal of Advertising Research Dec 2011, 51 (4) 578-585; DOI: 10.2501/JAR-51-4-578-585
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    Introducing the Ad ECGHow the Set-Top Box Tracks the Lifeline of Television
    Robert J. Kent, David A. Schweidel
    Journal of Advertising Research Dec 2011, 51 (4) 586-593; DOI: 10.2501/JAR-51-4-586-593
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    Consumer Adoption Intentions Toward the Internet in ChinaThe Effects of Impersonal and Interpersonal Communication Channels
    Yinghong (Susan) Wei, Gary L. Frankwick, Tao (Tony) Gao, Nan Zhou
    Journal of Advertising Research Dec 2011, 51 (4) 594-607; DOI: 10.2501/JAR-51-4-594-607
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    Assessing Celebrity Endorsement Effects in ChinaA Consumer-Celebrity Relational Approach
    Kineta Hung, Kimmy W. Chan, Caleb H. Tse
    Journal of Advertising Research Dec 2011, 51 (4) 608-623; DOI: 10.2501/JAR-51-4-608-623
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    Regulating Political SymbolsChina's Advertising Law And Politicized Advertising
    Xin Zhao, Jeff Wang
    Journal of Advertising Research Dec 2011, 51 (4) 624-633; DOI: 10.2501/JAR-51-4-624-633
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    The China PuzzleThe Powerful Impact of Strategic Thinking in The World's Fastest Growing Advertising Market
    Journal of Advertising Research Dec 2011, 51 (4) 634-642; DOI: 10.2501/JAR-51-4-634-642
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    Incremental ClicksThe Impact of Search Advertising
    David X. Chan, Yuan Yuan, Jim Koehler, Deepak Kumar
    Journal of Advertising Research Dec 2011, 51 (4) 643-647; DOI: 10.2501/JAR-51-4-643-647
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    Comprende Code Switching?Young Mexican-Americans' Responses To Language Alternation in Print Advertising
    Melissa Bishop, Mark Peterson
    Journal of Advertising Research Dec 2011, 51 (4) 648-659; DOI: 10.2501/JAR-51-4-648-659
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Journal of Advertising Research: 51 (4)
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