Journal of Advertising, Volume 3, Issue 1 (1974)

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Journal of Advertising, Volume 3, Issue 1 (1974)

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I. Advertising Theory: (A Symposium)

Article
Measurement of Advertising Effectiveness: Some Theoretical Considerations
Jagdish N. Sheth
Pages: 6-11
Published online: 28 May 2013
AbstractforMeasurement of Advertising Effectiveness: Some Theoretical Considerations | References | PDF (990.6 KB)
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Article
The Measurement of Advertising Communication: Some Considerations
Fred L. Schlinger
Pages: 12-15
Published online: 28 May 2013
AbstractforThe Measurement of Advertising Communication: Some Considerations | References | PDF (574.5 KB)
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Article
Context, Flexibility and Meaning: Some Cognitive Aspects of Communication
Michael G. Johnson
Pages: 16-20
Published online: 28 May 2013
AbstractforContext, Flexibility and Meaning: Some Cognitive Aspects of Communication | References | PDF (828 KB)
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II. International Advertising

Article
The Global Challenge to Advertising
Pages: 21-25
Published online: 28 May 2013
AbstractforThe Global Challenge to Advertising | PDF (671.8 KB)
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III. Social Issues

Article
Children's Responses to Advertising: Who's Really to Blame?
Herbert Kay
Pages: 26-30
Published online: 28 May 2013
AbstractforChildren's Responses to Advertising: Who's Really to Blame? | References | PDF (865.6 KB)
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IV. Creativity

Article
The Second Meaning of the Word “Creative” Should Be First in the Hearts of Advertising People
Draper Daniels
Pages: 31-32
Published online: 28 May 2013
AbstractforThe Second Meaning of the Word “Creative” Should Be First in the Hearts of Advertising People | PDF (284.6 KB)
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V. Research

Article
The Fallacy of Projective Techniques
William A. Yoell
Pages: 33-36
Published online: 28 May 2013
AbstractforThe Fallacy of Projective Techniques | References | PDF (687.9 KB)
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Article
Critique
Robert G. Largen
Pages: 36-37
Published online: 28 May 2013
CitationforCritique | PDF (359.5 KB)
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Article
Rejoinder
Pages: 37-46
Published online: 28 May 2013
CitationforRejoinder | PDF (326.9 KB)
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Article
Ethnic Perceptions of Advertising as an American Institution
Kiyoshi Negata
Pages: 38-42
Published online: 28 May 2013
AbstractforEthnic Perceptions of Advertising as an American Institution | References | PDF (779.6 KB)
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Article
Critique
Stephen J.F. Unwin
Pages: 42-44
Published online: 28 May 2013
First Page PreviewforCritique | References | PDF (531.3 KB)
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Article
Rejoinder
Pages: 44-46
Published online: 28 May 2013
First Page PreviewforRejoinder | References | PDF (501.2 KB)
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Book Commentary

Book Review
Sargent, Hugh W. (editor). Frontiers of Advertising Theory and Research. Palo Alto, Calif: Pacific Books, 1972
Page: 47
Published online: 28 May 2013
CitationforSargent, Hugh W. (editor). Frontiers of Advertising Theory and Research. Palo Alto, Calif: Pacific Books, 1972 | PDF (161.7 KB)
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Book Review
Venkatesan, M. and Robert J. Holloway. An Introduction to Marketing Experimentation: Methods, Applications, and Problems. New York: The Free Press, 1971
Albert J. Della Bitta
Pages: 47-48
Published online: 28 May 2013
CitationforVenkatesan, M. and Robert J. Holloway. An Introduction to Marketing Experimentation: Methods, Applications, and Problems. New York: The Free Press, 1971 | PDF (189 KB)
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Editorial

Editorial
Advertising Research
Dan Stewart
Pages: 49-50
Published online: 28 May 2013
CitationforAdvertising Research | PDF (264 KB)
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