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Table of Contents

01 December 2012; volume 52, issue 4

Editorial

  • You have accessRestricted access
    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

What We Know About Social Media

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    The Power of EvilThe Damage of Negative Social Media Strongly Outweigh Positive Contributions
    Marcel Corstjens, Andris Umblijs
    Journal of Advertising Research Dec 2012, 52 (4) 433-449; DOI: 10.2501/JAR-52-4-433-449
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    Empowering Online Advertisements by Empowering Viewers with the Right to ChooseThe Relative Effectiveness of Skippable Video Advertisements on YouTube
    Max Pashkevich, Sundar Dorai-Raj, Melanie Kellar, Dan Zigmond
    Journal of Advertising Research Dec 2012, 52 (4) 451-457; DOI: 10.2501/JAR-52-4-451-457
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    Word-of-Mouth AdvocacyA New Key to Advertising Effectiveness
    Ed Keller, Brad Fay
    Journal of Advertising Research Dec 2012, 52 (4) 459-464; DOI: 10.2501/JAR-52-4-459-464
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    Seeding Viral ContentThe Role of Message and Network Factors
    Yuping Liu-Thompkins
    Journal of Advertising Research Dec 2012, 52 (4) 465-478; DOI: 10.2501/JAR-52-4-465-478
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    Digital and Social Media In the Purchase Decision ProcessA Special Report from the Advertising Research Foundation
    Todd Powers, Dorothy Advincula, Manila S. Austin, Stacy Graiko, Jasper Snyder
    Journal of Advertising Research Dec 2012, 52 (4) 479-489; DOI: 10.2501/JAR-52-4-479-489
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Journal of Advertising Research: 52 (4)
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