Journal of Advertising Research: 56 (4)

01 December 2016; volume 56, issue 4

Editor's Desk

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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

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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

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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

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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