Journal of Advertising Research: 58 (4)

01 December 2018; volume 58, issue 4

Editor's Desk

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What Do We Know About Digital Attribution?
John B. Ford

Journal of Advertising Research Dec 2018, 58 (4) 383-384; DOI: 10.2501/JAR-2018-044

Speaker's Box

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Why We Need Better Measures Of Research Impact in AdvertisingConsiderations for Best Practices To Expand Research's Reach
Shelly Rodgers

Journal of Advertising Research Dec 2018, 58 (4) 385-389; DOI: 10.2501/JAR-2018-045

Numbers, Please

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How Limited Data Access Constrains Marketing-Mix Analytical EffortsWhy Data Barriers Are Preventing Marketers From Optimizing Marketing Spend
Gian M. Fulgoni

Journal of Advertising Research Dec 2018, 58 (4) 390-393; DOI: 10.2501/JAR-2018-046

Best Practices

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Why Companies Risk Losing Customers By Not Reciprocating on Shared DataRebuilding the Data-Sharing Economy In a Consumer-Driven World
Natasha Hritzuk

Journal of Advertising Research Dec 2018, 58 (4) 394-398; DOI: 10.2501/JAR-2018-047

What We Know About Digital Attribution

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Attribution Modeling In Digital AdvertisingAn Empirical Investigation Of the Impact of Digital Sales Channels
Tahir M. Nisar, Man Yeung

Journal of Advertising Research Dec 2018, 58 (4) 399-413; DOI: 10.2501/JAR-2017-055
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Coalition Game Theory In Attribution ModelingMeasuring What Matters at Scale
Seyed Hanif Mahboobi, Mericcan Usta, Saeed R. Bagheri

Journal of Advertising Research Dec 2018, 58 (4) 414-422; DOI: 10.2501/JAR-2018-014

Articles

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The Risk of Omitting Warmth Or Competence Information in AdsAdvertising Strategies for Hedonic And Utilitarian Brand Types
Christina Peter, Milan Ponzi

Journal of Advertising Research Dec 2018, 58 (4) 423-432; DOI: 10.2501/JAR-2018-005
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The Effects of Signaling Monetary and Creative Effort in AdsAdvertising Effort Can Go a Long Way Influencing B2B Clients, Employees, and Investors
Micael Dahlen, Sara Rosengren, John Karsberg

Journal of Advertising Research Dec 2018, 58 (4) 433-442; DOI: 10.2501/JAR-2018-013
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Face Presence and Gaze Direction In Print AdvertisementsHow They Influence Consumer Responses—An Eye-Tracking Study
Safaa Adil, Sophie Lacoste-Badie, Olivier Droulers

Journal of Advertising Research Dec 2018, 58 (4) 443-455; DOI: 10.2501/JAR-2018-004
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Measuring Audience Reach Of Outdoor AdvertisementsUsing Bluetooth Technology To Validate Measurement
Bill Page, Zachary Anesbury, Sophia Moshakis, Alicia Grasby

Journal of Advertising Research Dec 2018, 58 (4) 456-463; DOI: 10.2501/JAR-2017-057
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Event-Marketing And Advertising ExpendituresThe Differential Effects On Brand Value and Company Revenue
Lei Liu, Jin Zhang, Hean Tat Keh

Journal of Advertising Research Dec 2018, 58 (4) 464-475; DOI: 10.2501/JAR-2017-043
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How Claim Specificity Can Improve Claim Credibility in Green AdvertisingMeasures that Can Boost Outcomes From Environmental Product Claims
Benjamin Ganz, Anthony Grimes

Journal of Advertising Research Dec 2018, 58 (4) 476-486; DOI: 10.2501/JAR-2018-001
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Choosing Imagery in Advertising Healthy Food to ChildrenAre Cartoons the Most Effective Visual Strategy?
Maria Lagomarsino, L. Suzanne Suggs

Journal of Advertising Research Dec 2018, 58 (4) 487-498; DOI: 10.2501/JAR-2018-003

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