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Table of Contents

01 December 2016; volume 56, issue 4

Editor's Desk

  • You have accessRestricted access
    Finding Insights on Hard-to-Reach Targets
    Geoffrey Precourt
    Journal of Advertising Research Dec 2016, 56 (4) 339-340; DOI: 10.2501/JAR-2016-039

Speaker's Box

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    Digital Engagement: Opportunities and Risks for SponsorsConsumer-Viewpoint and Practical Considerations For Marketing via Mobile and Digital Platforms
    Angeline Close Scheinbaum
    Journal of Advertising Research Dec 2016, 56 (4) 341-345; DOI: 10.2501/JAR-2016-040

Numbers, Please

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    The Future of Retail Is MobileHow Mobile Marketing Dynamics Are Shaping the Future of Retail
    Gian M. Fulgoni, Andrew Lipsman
    Journal of Advertising Research Dec 2016, 56 (4) 346-351; DOI: 10.2501/JAR-2016-041

Articles

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    Advertising across Platforms: Conditions for Multimedia CampaignsA Method for Determining Optimal Media Investment And Creative Strategies across Platforms
    Jasper Snyder, Manuel Garcia-Garcia
    Journal of Advertising Research Dec 2016, 56 (4) 352-367; DOI: 10.2501/JAR-2016-042
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    Deciphering Word-of-Mouth Marketing Campaign ReachEveryday Conversation Versus Institutionalized Word of Mouth
    Lars Groeger, Francis Buttle
    Journal of Advertising Research Dec 2016, 56 (4) 368-384; DOI: 10.2501/JAR-2016-043
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    Consumers' Cross-Channel Use in Online and Offline PurchasesAn Analysis of Cross-Media And Cross-Channel Behaviors between Products
    Hilde A. M. Voorveld, Edith G. Smit, Peter C. Neijens, A. E. (Fred) Bronner
    Journal of Advertising Research Dec 2016, 56 (4) 385-400; DOI: 10.2501/JAR-2016-044
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    Shocking People Into Action: Does It Still Work?An Empirical Analysis of Emotional Appeals In Charity Advertising
    Antje Cockrill, Isobel Parsonage
    Journal of Advertising Research Dec 2016, 56 (4) 401-413; DOI: 10.2501/JAR-2016-045

Hard-to-Reach Targets

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    Agents of Social Change: A Model for Targeting And Engaging Generation Z across PlatformsHow a Nonprofit Rebuilt an Advertising Campaign To Curb Smoking by Teens and Young Adults
    Donna Vallone, Alexandria Smith, Tricia Kenney, Marisa Greenberg, Elizabeth Hair, Jennifer Cantrell, Jessica Rath, Robin Koval
    Journal of Advertising Research Dec 2016, 56 (4) 414-425; DOI: 10.2501/JAR-2016-046
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    Consumer Response To Gay and Lesbian ImageryHow Product Type and Stereotypes Affect Consumers' Perceptions
    Kathrynn Pounders, Amanda Mabry-Flynn
    Journal of Advertising Research Dec 2016, 56 (4) 426-440; DOI: 10.2501/JAR-2016-047
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    Why Older Adults Show Preference for Rational Over Emotional Advertising AppealsA U.K. Brand Study Challenges the Applicability Of Socioemotional Selectivity Theory to Advertising
    Lynn Sudbury-Riley, Lisa Edgar
    Journal of Advertising Research Dec 2016, 56 (4) 441-455; DOI: 10.2501/JAR-2016-048
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    Framing Advertisements to Elicit Positive Emotions and Attract Foster CarersAn Investigation Into the Effects of Advertising On High-Cognitive-Elaboration Donations
    Melanie Randle, Leonie Miller, Joanna Stirling, Sara Dolnicar
    Journal of Advertising Research Dec 2016, 56 (4) 456-469; DOI: 10.2501/JAR-2016-049
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Journal of Advertising Research: 56 (4)
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