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Table of Contents

01 December 2015; volume 55, issue 4

Letter from the CEO

  • You have accessRestricted access
    Advertising Works: 80 Years and Counting
    Journal of Advertising Research Dec 2015, 55 (4) i; DOI: 10.2501/JAR-2015-017

Editor's Desk

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    How Does Cross-Platform Advertising Work?
    Geoffrey Precourt
    Journal of Advertising Research Dec 2015, 55 (4) 356-357; DOI: 10.2501/JAR-2015-018

Numbers, Please

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    Is the GRP Really Dead In a Cross-Platform Ecosystem?Why the Gross Rating Point Metric Should Thrive in Today's Fragmented Media World
    Gian M. Fulgoni
    Journal of Advertising Research Dec 2015, 55 (4) 358-361; DOI: 10.2501/JAR-2015-019

Speaker's Box

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    Cross-Platform Advertising: Current Practices and Issues for the FutureWhy the Gross Rating Point Metric Should Thrive in Today's Fragmented Media World
    Peter Neijens, Hilde Voorveld
    Journal of Advertising Research Dec 2015, 55 (4) 362-367; DOI: 10.2501/JAR-2015-016

Research Quality

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    Quota Controls in Survey ResearchA Test of Accuracy And Intersource Reliability in Online Samples
    Steven H. Gittelman, Randall K. Thomas, Paul J. Lavrakas, Victor Lange
    Journal of Advertising Research Dec 2015, 55 (4) 368-379; DOI: 10.2501/JAR-2015-020

Viewpoint

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    Why Marketers Should Be More Transparent with the Ad Agencies They HireMedia Planners Say Their Relationships with Clients Suffer from Gaps in Marketers' Information
    Jun Heo, John C. Sutherland
    Journal of Advertising Research Dec 2015, 55 (4) 380-389; DOI: 10.2501/JAR-2015-021

Articles

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    Does Traditional Advertising Theory Apply to the Digital World?A Replication Analysis Questions the Relevance Of the Elaboration Likelihood Model
    Gayle Kerr, Don E. Schultz, Philip J. Kitchen, Frank J. Mulhern, Park Beede
    Journal of Advertising Research Dec 2015, 55 (4) 390-400; DOI: 10.2501/JAR-2015-001
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    Do Consumers Avoid Watching Over-the-Counter Drug Advertisements?An Analysis of Cognitive and Affective Factors That Prompt Advertising Avoidance
    Jisu Huh, Denise E. Delorme, Leonard N. Reid
    Journal of Advertising Research Dec 2015, 55 (4) 401-415; DOI: 10.2501/JAR-2015-022
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    How Publicity and Advertising Spending Affect Marketing and Company PerformancePrint Media Publicity about Durable-Goods/Services Brands Has a Stronger Impact than Advertising
    Harlan E. Spotts, Marc G. Weinberger, Michelle F. Weinberger
    Journal of Advertising Research Dec 2015, 55 (4) 416-432; DOI: 10.2501/JAR-2015-023

How Cross-Platform Advertising Works

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    How to Use Multichannel Behavior To Predict Online ConversionsBehavior Patterns across Online Channels Inform Strategies for Turning Users Into Paying Customers
    Sebastian Klapdor, Eva Anderl, Jan H. Schumann, Florian von Wangenheim
    Journal of Advertising Research Dec 2015, 55 (4) 433-442; DOI: 10.2501/JAR-2015-024
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    Mixed-Media Modeling May Help Optimize Campaign Recognition and Brand InterestHow to Apply the “Mixture-Amount Modeling” Method To Cross-Platform Effectiveness Measurement
    Leonids Aleksandrovs, Peter Goos, Nathalie Dens, Patrick de Pelsmacker
    Journal of Advertising Research Dec 2015, 55 (4) 443-457; DOI: 10.2501/JAR-2015-025
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    What Makes Brands' Social Content Shareable on Facebook?An Analysis that Demonstrates The Power of Online Trust and Attention
    Tania Yuki
    Journal of Advertising Research Dec 2015, 55 (4) 458-470; DOI: 10.2501/JAR-2015-026
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Journal of Advertising Research: 55 (4)
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