Journal of Current Issues & Research in Advertising, Volume 15, Issue 2 (1993)

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Journal of Current Issues & Research in Advertising, Volume 15, Issue 2 (1993)

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Original Articles

Article
A Conceptual Approach to Alternative Memory Measures for Advertising Effectiveness
Charles R. Duke & Les Carlson
Pages: 1-14
Published online: 08 May 2012
AbstractforA Conceptual Approach to Alternative Memory Measures for Advertising Effectiveness | References | PDF (1.4 MB)
  • 56 Views
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Article
The Firm, the Author, and the Persona: A Literary Model of the Source of Advertising
Barbara B. Stern
Pages: 15-24
Published online: 08 May 2012
AbstractforThe Firm, the Author, and the Persona: A Literary Model of the Source of Advertising | References | PDF (1.1 MB)
  • 43 Views
  • 10 CrossRef citations
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Article
Attitude toward the Ad: A Review
Darrel D. Muehling & Michelle McCann
Pages: 25-58
Published online: 08 May 2012
AbstractforAttitude toward the Ad: A Review | References | PDF (2.6 MB)
  • 763 Views
  • 117 CrossRef citations
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Article
Analysis of Network TV Commercial Time Pricing for Top-Rated Prime Time Programs
Hirokazu Takada & Walter A. Henry
Pages: 59-70
Published online: 08 May 2012
AbstractforAnalysis of Network TV Commercial Time Pricing for Top-Rated Prime Time Programs | References | PDF (796.1 KB)
  • 16 Views
  • 3 CrossRef citations
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Article
Cynicism and Conformity as Correlates of Trust in Product Information Sources
David M. Boush, Chung-Hyun Kim, Lynn R. Kahle & Rajeev Batra
Pages: 71-79
Published online: 08 May 2012
AbstractforCynicism and Conformity as Correlates of Trust in Product Information Sources | References | PDF (740 KB)
  • 86 Views
  • 29 CrossRef citations
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Article
Advertising Images of Mature Adults: An Update
Lynn Langmeyer
Pages: 81-91
Published online: 08 May 2012
AbstractforAdvertising Images of Mature Adults: An Update | References | PDF (897.6 KB)
  • 19 Views
  • 9 CrossRef citations
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Article
The Optimal Level of Fear-Arousal in Advertising: An Empirical Study
James T. Strong & Khalid M. Dubas
Pages: 93-99
Published online: 08 May 2012
AbstractforThe Optimal Level of Fear-Arousal in Advertising: An Empirical Study | References | PDF (609.3 KB)
  • 90 Views
  • 20 CrossRef citations
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Editorials

Editorial
Editorial Board Page
Page: ebi
Published online: 08 May 2012
AbstractforEditorial Board Page | PDF (55.5 KB)
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