Table of Contents

01 December 2012; volume 52, issue 4

Editorial

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What We Know About Social Media
Geoffrey Precourt

Journal of Advertising Research Dec 2012, 52 (4) 389-390; DOI: 10.2501/JAR-52-4-389-390

Mind Over Metrics

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The Dog Ate My AnalysisThe Hitchhiker's Guide to Marketing Analytics
Pat LaPointe

Journal of Advertising Research Dec 2012, 52 (4) 395-396; DOI: 10.2501/JAR-52-4-395-396

Marketing Matters

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Are You Ready for the Next Big Thing?New Media Is Dead! Long Live New Media!
Jenni Romaniuk

Journal of Advertising Research Dec 2012, 52 (4) 397-399; DOI: 10.2501/JAR-52-4-397-399

Digital Primer

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The Role of Visual Attention In Internet AdvertisingEleven Questions and a Score of Answers
Adam S. Greenberg

Journal of Advertising Research Dec 2012, 52 (4) 400-404; DOI: 10.2501/JAR-52-4-400-404

Articles

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The Power of Citizen-Group Public-Policy AdvertisingMessages Don't Need Third-Party Validation to Increase Salience among Pockets of Voters
Daniel Bergan, Genevieve Risner

Journal of Advertising Research Dec 2012, 52 (4) 405-420; DOI: 10.2501/JAR-52-4-405-420
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The Big Picture for Large-Screen Television ViewingFor Both Programming and Advertising, Audiences Are More Attentive, More Absorbed, and Less Critical
Michael D. McNiven, Dean Krugman, Spencer F. Tinkham

Journal of Advertising Research Dec 2012, 52 (4) 421-432; DOI: 10.2501/JAR-52-4-421-432