Journal of Advertising, Volume 15, Issue 1 (1986)

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Journal of Advertising, Volume 15, Issue 1 (1986)

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Editorial

Editorial
Advertising and Economic Performance
Anthony F. McGann
Page: 3
Published online: 29 May 2013
CitationforAdvertising and Economic Performance | PDF (164.4 KB)
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Original Articles

Article
Further Comments on the Miscomprehension of Televised Advertisements
Fliece R. Gates
Pages: 4-9
Published online: 29 May 2013
AbstractforFurther Comments on the Miscomprehension of Televised Advertisements | References | PDF (1.2 MB)
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Article
Verbal and Visual References to Competition in Comparative Advertising
Sanford Grossbart, Darrel D. Muehling & Norman Kangun
Pages: 10-23
Published online: 29 May 2013
AbstractforVerbal and Visual References to Competition in Comparative Advertising | References | PDF (2.3 MB)
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Article
Church Advertising: Views of the Clergy and General Public
Stephen W. McDaniel
Pages: 24-29
Published online: 29 May 2013
AbstractforChurch Advertising: Views of the Clergy and General Public | References | PDF (1.1 MB)
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Article
Not all CEOs are Created Equal as Advertising Spokespersons: Evaluating the Effective CEO Spokesperson
R. Eric Reidenbach & Robert E. Pitts
Pages: 30-46
Published online: 29 May 2013
AbstractforNot all CEOs are Created Equal as Advertising Spokespersons: Evaluating the Effective CEO Spokesperson | References | PDF (1.8 MB)
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Article
Dimensional Relationships of Aided Recall and Recognition
George M. Zinkhan, William B. Locander & James H. Leigh
Pages: 38-46
Published online: 29 May 2013
AbstractforDimensional Relationships of Aided Recall and Recognition | References | PDF (2 MB)
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Research Notes and Communications

Article
A Comment on “Relationship between Source Expertise and Source Similarity in an Advertising Context”
Paula Fitzgerald Bone, Pam Scholder Ellen, Richard W. Easley & Samuel E. McNeely
Pages: 47-48
Published online: 29 May 2013
CitationforA Comment on “Relationship between Source Expertise and Source Similarity in an Advertising Context” | References | PDF (387.9 KB)
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Article
A Further Examination of the Relationship between Source Expertise and Source Similarity
Teresa A. Swartz
Pages: 49-56
Published online: 29 May 2013
First Page PreviewforA Further Examination of the Relationship between Source Expertise and Source Similarity | References | PDF (603.9 KB)
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Book Reviews

Book Review
Advertising Age Yearbook: 1984. Chicago: Crain Books, 1984. 318 Pp. $36.95
Arch G. Woodside
Pages: 51-52
Published online: 29 May 2013
CitationforAdvertising Age Yearbook: 1984. Chicago: Crain Books, 1984. 318 Pp. $36.95 | PDF (354.6 KB)
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Book Review
Strategy in Advertising (2nd Edition), Bogart, Leo. Chicago: Crain Books, Inc., 1984. 390 pages. $28.95
Don E. Schultz
Page: 51
Published online: 29 May 2013
CitationforStrategy in Advertising (2nd Edition), Bogart, Leo. Chicago: Crain Books, Inc., 1984. 390 pages. $28.95 | PDF (168.2 KB)
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Book Review
The Leo Burnett Book of Advertising. Broadbent, Simon (Ed.). London: Business Books, 1984. 192 Pp. $29.95
Teresa J. Domzal
Pages: 52-53
Published online: 29 May 2013
CitationforThe Leo Burnett Book of Advertising. Broadbent, Simon (Ed.). London: Business Books, 1984. 192 Pp. $29.95 | PDF (379.5 KB)
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Book Review
Promotion: A Guide to Effective Promotional Planning, Strategies and Executions. Ailloni-Charas, Dan. New York: John Wiley & Sons, 1984. 281 Pp. $27.95
Erich A. Joachimsthaler & John P. Murry
Pages: 53-54
Published online: 29 May 2013
CitationforPromotion: A Guide to Effective Promotional Planning, Strategies and Executions. Ailloni-Charas, Dan. New York: John Wiley & Sons, 1984. 281 Pp. $27.95 | PDF (368.5 KB)
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Book Review
Mighty Minutes: An Illustrated History of Television's Best Commercials. Hall, Jim. New York: Harmony Books, 1984. 172 Pp. $9.95
Marjorie J. Caballero
Page: 54
Published online: 29 May 2013
CitationforMighty Minutes: An Illustrated History of Television's Best Commercials. Hall, Jim. New York: Harmony Books, 1984. 172 Pp. $9.95 | PDF (179.1 KB)
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Book Review
Current Issues and Research in Advertising 1984. Leigh, James H. and Claude R. Martin, Jr., (Eds.). Ann Arbor, MI: The University of Michigan, 2 volumes, 1984. 350 Pp. $15.00
Robert L. King
Pages: 54-55
Published online: 29 May 2013
CitationforCurrent Issues and Research in Advertising 1984. Leigh, James H. and Claude R. Martin, Jr., (Eds.). Ann Arbor, MI: The University of Michigan, 2 volumes, 1984. 350 Pp. $15.00 | PDF (375.1 KB)
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Book Review
Marketing in an Electronic Age. Buzzell, Robert D. (Ed.). Boston, MA: Harvard Business School Press, 1985. 404 Pp. $32.50
Alan J. Bush
Pages: 55-56
Published online: 29 May 2013
CitationforMarketing in an Electronic Age. Buzzell, Robert D. (Ed.). Boston, MA: Harvard Business School Press, 1985. 404 Pp. $32.50 | PDF (453.6 KB)
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Book Review
The Cat Made Me Do it! A Collection of Cats Who Sold Yesterday's Products. Muncaster, Alice L. and Ellen Yanow. New York: Crown Publishers, Inc., 1984. 96 Pp. $7.95
Donald R. Avery
Page: 56
Published online: 29 May 2013
CitationforThe Cat Made Me Do it! A Collection of Cats Who Sold Yesterday's Products. Muncaster, Alice L. and Ellen Yanow. New York: Crown Publishers, Inc., 1984. 96 Pp. $7.95 | PDF (257.5 KB)
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