Journal of Advertising Research: 58 (3)

01 September 2018; volume 58, issue 3

Editor's Desk

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What Do We Know About Sports Sponsorships?
John B. Ford

Journal of Advertising Research Sep 2018, 58 (3) 257-258; DOI: 10.2501/JAR-2018-033

Numbers, Please

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Why Marketers Need New Measures Of Consumer EngagementHow Expanding Platforms, the 6-Second Ad, And Fewer Ads Alter Engagement and Outcomes
Gian M. Fulgoni

Journal of Advertising Research Sep 2018, 58 (3) 259-262; DOI: 10.2501/JAR-2018-034

Speaker's Box

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Artificial Intelligence in AdvertisingHow Marketers Can Leverage Artificial Intelligence Along the Consumer Journey
Jan Kietzmann, Jeannette Paschen, Emily Treen

Journal of Advertising Research Sep 2018, 58 (3) 263-267; DOI: 10.2501/JAR-2018-035

What We Know About Sports Sponsorships

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Advertisement Typicality: A Longitudinal ExperimentCan Sponsors Transfer the Image Of a Sporting Event to Their Brand?
Marc Mazodier, Armando Maria Corsi, Pascale G. Quester

Journal of Advertising Research Sep 2018, 58 (3) 268-281; DOI: 10.2501/JAR-2017-031
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Ambush Marketing Is Dead, Long Live Ambush MarketingA Redefinition and Typology Of an Increasingly Prevalent Phenomenon
Nicholas Burton, Simon Chadwick

Journal of Advertising Research Sep 2018, 58 (3) 282-296; DOI: 10.2501/JAR-2017-014
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How Does Wall Street React to Global Sports Sponsorship Announcements?An Analysis of the Effect On Sponsoring Companies' Stock Market Prices
Carmen Abril, Joaquin Sanchez, Teresa Recio

Journal of Advertising Research Sep 2018, 58 (3) 297-310; DOI: 10.2501/JAR-2017-016

Articles

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How Advertisers Can Keep Mobile Users Engaged and Reduce Video-Ad BlockingBest Practices for Video-Ad Placement and Delivery Based on Consumer Neuroscience Measures
Kimberly Rose Clark, Kenneth Raj Leslie, Manuel Garcia-Garcia, Matthew L. Tullman

Journal of Advertising Research Sep 2018, 58 (3) 311-325; DOI: 10.2501/JAR-2018-036
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Digital Advertising And Company ValueImplications of Reallocating Advertising Expenditures
Judy Ma, Brian Du

Journal of Advertising Research Sep 2018, 58 (3) 326-337; DOI: 10.2501/JAR-2018-002
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Online versus Offline Promotional CommunicationEvaluating the Effect of Medium On Customer Response
Marco Ieva, Cristina Ziliani, Juan Carlos Gázquez-Abad, Ida D'Attoma

Journal of Advertising Research Sep 2018, 58 (3) 338-348; DOI: 10.2501/JAR-2017-040
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The Role of Guilt in Influencing Sustainable Pro-Environmental Behaviors among ShoppersDifferences in Response by Gender To Messaging about England's Plastic-Bag Levy
Sidharth Muralidharan, Kim Sheehan

Journal of Advertising Research Sep 2018, 58 (3) 349-362; DOI: 10.2501/JAR-2017-029
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How to Implement Informational and Emotional Appeals in Print AdvertisementsA Framework for Choosing Ad Appeals Based on Advertisers' Objectives and Targeted Demographics
Thorsten Teichert, Dirk Hardeck, Yong Liu, Rohit Trivedi

Journal of Advertising Research Sep 2018, 58 (3) 363-379; DOI: 10.2501/JAR-2017-054

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