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Table of Contents

01 June 2015; volume 55, issue 2

Letter from the CEO

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

Editor's Desk

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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

Numbers, Please

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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

Speaker's Box

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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

Articles

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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

How Neuroscience Works in Advertising

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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
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Journal of Advertising Research: 55 (2)
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