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Table of Contents

01 December 2018; volume 58, issue 4

Editor's Desk

  • You have accessRestricted access
    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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Journal of Advertising Research: 58 (4)
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