Journal of Advertising Research: 55 (2)

01 June 2015; volume 55, issue 2

Letter from the CEO

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Honoring Insight Informed by Science
Journal of Advertising Research Jun 2015, 55 (2) i; DOI: 10.2501/JAR-55-2-00i-00i

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How Does Neuroscience Work in Advertising?
Geoffrey Precourt

Journal of Advertising Research Jun 2015, 55 (2) 112-113; DOI: 10.2501/JAR-55-2-112-113

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The Rise of the Digital OmnivoreWhat It Means for Advertisers, Publishers, and App Developers
Gian M. Fulgoni

Journal of Advertising Research Jun 2015, 55 (2) 115-119; DOI: 10.2501/JAR-55-2-115-119

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The Evolution of Neuromarketing Research: From Novelty to MainstreamHow Neuro Research Tools Improve Our Knowledge about Advertising
Horst Stipp

Journal of Advertising Research Jun 2015, 55 (2) 120-122; DOI: 10.2501/JAR-55-2-120-122

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Measuring the Long-Term Effects Of Television AdvertisingNielsen-CBS Study Uses Single-Source Data To Reassess the “Two-Times” Multiplier
Leslie A. Wood, David F. Poltrack

Journal of Advertising Research Jun 2015, 55 (2) 123-131; DOI: 10.2501/JAR-55-2-123-131
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Integrated Marketing Communications (IMC): Why Does It Fail?An Analysis of Practitioner Mental Models Exposes Barriers of IMC Implementation
Mart Ots, Gergely Nyilasy

Journal of Advertising Research Jun 2015, 55 (2) 132-145; DOI: 10.2501/JAR-55-2-132-145
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The Brand in the BoardroomHow Ogilvy & Mather Reinvented The Marketing Principles of Brand Valuation
Joanna Seddon

Journal of Advertising Research Jun 2015, 55 (2) 146-161; DOI: 10.2501/JAR-55-2-146-161
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What Drives Advertising Success on Facebook? An Advertising-Effectiveness ModelMeasuring the Effects on Sales Of “Likes”and Other Social-Network Stimuli
Malte Brettel, Jens-Christian Reich, Jose M. Gavilanes, Tessa C. Flatten

Journal of Advertising Research Jun 2015, 55 (2) 162-175; DOI: 10.2501/JAR-55-2-162-175

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How Reliable Are Neuromarketers' Measures of Advertising Effectiveness?Data from Ongoing Research Holds No Common Truth among Vendors
Duane Varan, Annie Lang, Patrick Barwise, René Weber, Steven Bellman

Journal of Advertising Research Jun 2015, 55 (2) 176-191; DOI: 10.2501/JAR-55-2-176-191
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A Psychophysiological Approach For Measuring Response to MessagingHow Consumers Emotionally Process Green Advertising
Myriam Martínez-Fiestas, María Isabel Viedma del Jesus, Juan Sánchez-Fernández, Francisco J. Montoro-Rios

Journal of Advertising Research Jun 2015, 55 (2) 192-205; DOI: 10.2501/JAR-55-2-192-205
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Visual Processing and Need for Cognition Can Enhance Event-Sponsorship OutcomesHow Sporting Event Sponsorships Benefit From the Way Attendees Process Them
Angeline G. Close, Russell Lacey, T. Bettina Cornwell

Journal of Advertising Research Jun 2015, 55 (2) 206-215; DOI: 10.2501/JAR-55-2-206-215
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The Power of Direct Context As Revealed by Eye TrackingA Model Tracks Relative Attention To Competing Editorial and Promotional Content
Edith G. Smit, Sophie C. Boerman, Lex van Meurs

Journal of Advertising Research Jun 2015, 55 (2) 216-227; DOI: 10.2501/JAR-55-2-216-227