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Table of Contents

Andrew Ehrenberg: A Tribute

01 June 2012; volume 52, issue 2

Editorial

  • You have accessRestricted access
    Lessons from a Legend
    Geoffrey Precourt
    Journal of Advertising Research Jun 2012, 52 (2) 137; DOI: 10.2501/JAR-52-2-137-137

Mind Over Metrics

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    Send This to Your CFO …… Anonymously
    Pat Lapointe
    Journal of Advertising Research Jun 2012, 52 (2) 144-145; DOI: 10.2501/JAR-52-2-144-145

Marketing Matters

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    Lifting the Productivity of TV AdvertisingNothing Matters More Than the Brand. Nothing.
    Jenni Romaniuk
    Journal of Advertising Research Jun 2012, 52 (2) 146-148; DOI: 10.2501/JAR-52-2-146-148

Articles

  • You have accessRestricted access
    The Economic Value of Celebrity Endorsements
    Anita Elberse, Jeroen Verleun
    Journal of Advertising Research Jun 2012, 52 (2) 149-165; DOI: 10.2501/JAR-52-2-149-165
  • You have accessRestricted access
    The High Stakes of SweepstakesToo Much of a Good Thing Can Demotivate Digital Consumers
    Caroline Wilcox, Arch G. Woodside
    Journal of Advertising Research Jun 2012, 52 (2) 167-179; DOI: 10.2501/JAR-52-2-167-179
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    How Validation Can Trump Digital Waste……and Generate Value across the Digital Advertising Ecosystem
    Linda Boland Abraham, Anne Hunter, Andrea Vollman
    Journal of Advertising Research Jun 2012, 52 (2) 180-195; DOI: 10.2501/JAR-52-2-180-195
  • You have accessRestricted access
    The Laws of Marketing ScienceAndrew S. C. Ehrenberg (1926–2010)
    Journal of Advertising Research Jun 2012, 52 (2) 196-197; DOI: 10.2501/JAR-52-2-196-197
  • You have accessRestricted access
    The Ehrenberg LegacyLessons in Buying Behavior, Television, Brand Perception, Advertising, and Pricing
    John Scriven, Gerald Goodhardt
    Journal of Advertising Research Jun 2012, 52 (2) 198-202; DOI: 10.2501/JAR-52-2-198-202
  • You have accessRestricted access
    It's a Dirichlet WorldModeling Individuals' Loyalties Reveals How Brands Compete, Grow, and Decline
    Byron Sharp, Malcolm Wright, John Dawes, Carl Driesener, Lars Meyer-Waarden, Lara Stocchi, Philip Stern
    Journal of Advertising Research Jun 2012, 52 (2) 203-213; DOI: 10.2501/JAR-52-2-203-213
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    The Power of Before and AfterHow the Dirichlet Can Analyze The Sales Impact of a Promotional Activity
    Jim McCabe, Philip Stern, Scott G. Dacko
    Journal of Advertising Research Jun 2012, 52 (2) 214-224; DOI: 10.2501/JAR-52-2-214-224
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    The 38-Percent SolutionEmpirical Generalizations For Repeat Viewing of Television Programs
    Peter J. Danaher, Tracey S. Dagger
    Journal of Advertising Research Jun 2012, 52 (2) 225-233; DOI: 10.2501/JAR-52-2-225-233
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    New Brand ExtensionsPatterns of Success and Failure
    Jaywant Singh, John Scriven, Maria Clemente, Wendy Lomax, Malcolm Wright
    Journal of Advertising Research Jun 2012, 52 (2) 234-242; DOI: 10.2501/JAR-52-2-234-242
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    Brand Image and Brand UsageIs a Forty-Year-Old Empirical Generalization Still Useful?
    Jenni Romaniuk, Svetlana Bogomolova, Francesca Dall'olmo Riley
    Journal of Advertising Research Jun 2012, 52 (2) 243-251; DOI: 10.2501/JAR-52-2-243-251
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    In 25 Years, Across 50 Categories, User Profiles for Directly Competing Brands Seldom DifferAffirming Andrew Ehrenberg's Principles
    Mark Uncles, Rachel Kennedy, Magda Nenycz-Thiel, Jaywant Singh, Simon Kwok
    Journal of Advertising Research Jun 2012, 52 (2) 252-261; DOI: 10.2501/JAR-52-2-252-261
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    What's Not to “Like?”Can a Facebook Fan Base Give a Brand The Advertising Reach It Needs?
    Karen Nelson-Field, Erica Riebe, Byron Sharp
    Journal of Advertising Research Jun 2012, 52 (2) 262-269; DOI: 10.2501/JAR-52-2-262-269
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    Brand Growth at Mars, Inc.How the Global Marketer Embraced Ehrenberg's Science with Creativity
    Rachel Kennedy, Bruce McColl
    Journal of Advertising Research Jun 2012, 52 (2) 270-276; DOI: 10.2501/JAR-52-2-270-276
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Journal of Advertising Research: 52 (2)
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