Skip to main content

Main menu

  • Home
  • Articles
    • Current issue
    • Archive
    • Digital First
    • JAR Best Paper
    • Open Access
  • Videos
    • JAR Webinars
    • ARF Insights Studio
  • Submit
    • Submit a manuscript
  • Calls For Papers
    • Prosocial Advertising Messages
    • Insights for Advertisers on Immersive Technologies
    • JARxTVision Data Release and Call for Ideas
  • About
    • About JAR
    • Impact factor
    • Meet the Editors
    • ARF and Editorial Review
    • ARF members
    • Subscribe to JAR
    • Pay per view
    • JAR in the News
    • My Folders
    • Feedback
    • Contact
  • Other Publications
    • jadvertres

User menu

  • Subscribe
  • Contact Us

Search

  • Advanced search
  • Other Publications
    • jadvertres

Log in

  • Facebook
  • Twitter
  • Linkedin
the Journal of Advertising Research

Advanced Search

  • Home
  • Articles
    • Current issue
    • Archive
    • Digital First
    • JAR Best Paper
    • Open Access
  • Videos
    • JAR Webinars
    • ARF Insights Studio
  • Submit
    • Submit a manuscript
  • Calls For Papers
    • Prosocial Advertising Messages
    • Insights for Advertisers on Immersive Technologies
    • JARxTVision Data Release and Call for Ideas
  • About
    • About JAR
    • Impact factor
    • Meet the Editors
    • ARF and Editorial Review
    • ARF members
    • Subscribe to JAR
    • Pay per view
    • JAR in the News
    • My Folders
    • Feedback
    • Contact

Table of Contents

Feature: Keeping Score—Sports and Marketing

01 March 2012; volume 52, issue 1

Editorial

  • You have accessRestricted access
    Keeping ScoreSports and Marketing
    Geoffrey Precourt
    Journal of Advertising Research Mar 2012, 52 (1) 3-4; DOI: 10.2501/JAR-52-1-003-004

Mind Over Metrics

  • You have accessRestricted access
    Catching Lightning in a Bottle
    Pat LaPointe
    Journal of Advertising Research Mar 2012, 52 (1) 10-11; DOI: 10.2501/JAR-52-1-010-011

Marketing Matters

  • You have accessRestricted access
    The Various Words of MouthMoving Beyond the “Road-to-Damascus” Conversion
    Jenni Romaniuk
    Journal of Advertising Research Mar 2012, 52 (1) 12-14; DOI: 10.2501/JAR-52-1-012-014

Articles

  • You have accessRestricted access
    Take Your Pick: Kate Moss or the Girl Next Door?The Effectiveness of Cosmetics Advertising
    Michael Antioco, Dirk Smeesters, Aline Le Boedec
    Journal of Advertising Research Mar 2012, 52 (1) 15-30; DOI: 10.2501/JAR-52-1-015-030
  • You have accessRestricted access
    How Emotional Tugs Trump Rational PushesThe Time Has Come to Abandon a 100-Year-Old Advertising Model
    Orlando Wood
    Journal of Advertising Research Mar 2012, 52 (1) 31-39; DOI: 10.2501/JAR-52-1-031-039
  • You have accessRestricted access
    The Power of “Like”How Brands Reach (and Influence) Fans Through Social-Media Marketing
    Andrew Lipsman, Graham Mudd, Mike Rich, Sean Bruich
    Journal of Advertising Research Mar 2012, 52 (1) 40-52; DOI: 10.2501/JAR-52-1-040-052
  • You have accessRestricted access
    Memo to Marketers: Quantitative Evidence for ChangeHow User-Generated Content Really Affects Brands
    George Christodoulides, Colin Jevons, Jennifer Bonhomme
    Journal of Advertising Research Mar 2012, 52 (1) 53-64; DOI: 10.2501/JAR-52-1-053-064
  • You have accessRestricted access
    The Flipside of the Sponsorship CoinDo You Still Buy the Beer When the Brewer Underwrites a Rival Team?
    Lars Bergkvist
    Journal of Advertising Research Mar 2012, 52 (1) 65-73; DOI: 10.2501/JAR-52-1-065-073
  • You have accessRestricted access
    Warning Flags on the Race TrackThe Global Markets' Verdict On Formula One Sponsorship
    Joe Cobbs, Mark D. Groza, Stephen W. Pruitt
    Journal of Advertising Research Mar 2012, 52 (1) 74-86; DOI: 10.2501/JAR-52-1-074-086
  • You have accessRestricted access
    How Much Is Too Much?The Collective Impact of Repetition and Position In Multi-Segment Sports Broadcast
    Yongick Jeong, Hai Tran, Xinshu Zhao
    Journal of Advertising Research Mar 2012, 52 (1) 87-101; DOI: 10.2501/JAR-52-1-087-101
  • You have accessRestricted access
    Benchmarking the Use of QR Code in Mobile PromotionThree Studies in Japan
    Shintaro Okazaki, Hairong Li, Morikazu Hirose
    Journal of Advertising Research Mar 2012, 52 (1) 102-117; DOI: 10.2501/JAR-52-1-102-117
  • You have accessRestricted access
    Is An Advertisement Worth The Paper It's Printed on?The Impact of Premium Print Advertising On Consumer Perceptions
    Stefan Hampel, Daniel Heinrich, Colin Campbell
    Journal of Advertising Research Mar 2012, 52 (1) 118-127; DOI: 10.2501/JAR-52-1-118-127
  • You have accessRestricted access
    The Hand, the Bill… or Both?The Role of Credibility in Handbill Acceptance
    Gerard P. Prendergast, King Ting Wai, Wing Yi Cheung
    Journal of Advertising Research Mar 2012, 52 (1) 128-135; DOI: 10.2501/JAR-52-1-128-135
Back to top
PreviousNext

In this issue

Journal of Advertising Research: 52 (1)
  • Table of Contents
  • Table of Contents (PDF)
  • Cover (PDF)
  • Index by author
  • Ed Board (PDF)
  • Front Matter (PDF)

Sign up for alerts

Jump to

  • Editorial
  • Mind Over Metrics
  • Marketing Matters
  • Articles
Manage Table of content Alerts
  • Most Read
  • Most Cited
Loading
  • Do Billboard Advertisements Drive Customer Retention?
  • The Power of “Like”
  • When Brands Go Dark
  • What Do We Know About Celebrity Endorsement in Advertising?
  • Impact of Media Context On Advertising Memory
More...

© 2023 the Journal of Advertising Research

The ARF is the premier advertising industry association for creating, aggregating, synthesising and sharing the knowledge required by decision makers to lead and succeed.

www.thearf.org

JAR is published four times a year for the Advertising Research Foundation by WARC. Both subscribers and ARF members can access recent issues of JAR via this site.

A larger JAR archive is accessible at WARC, alongside case studies, best practice guides, marketing intelligence, consumer insight, industry trends and latest news from around the world.

Take a trial of WARC.com

Navigate

  • Home
  • Current Issue
  • Archive
  • Digital First
  • JAR Best Paper
  • Topics
  • Submit a manuscript
  • Calls for Papers
  • About JAR
  • Subscribe to JAR
  • Pay per view
  • ARF members
  • Meet the Editors
  • ARF and Editorial Review
  • JAR in the News
  • My Folders

Contact us

  • Contact
  • Feedback
  • ARF members

General

  • About the ARF
  • About WARC
  • Rights & Permissions
  • Advertise in JAR
  • Terms of Use