Journal of Advertising, Volume 35, Issue 3 (2006)

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Journal of Advertising, Volume 35, Issue 3 (2006)

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Original Article

From the Editor
Russell N. Laczniak
Page: 5
Published online: 04 Mar 2013
CitationforFrom the Editor | PDF (23.3 KB)
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The Relation Between Script Complexity and Commercial Memorability
Tina M. Lowrey
Pages: 7-15
Published online: 04 Mar 2013
AbstractforThe Relation Between Script Complexity and Commercial Memorability | References | PDF (117.1 KB)
  • 257 Views
  • 32 CrossRef citations
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Advertising Standardization's Positive Impact on the Bottom Line: A Model of When and How Standardization Improves Financial and Strategic Performance
Shintaro Okazaki, Charles R. Taylor & Shaoming Zou
Pages: 17-33
Published online: 04 Mar 2013
AbstractforAdvertising Standardization's Positive Impact on the Bottom Line: A Model of When and How Standardization Improves Financial and Strategic Performance | References | PDF (183.6 KB)
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Insights From a "Failed" Experiment: Directions for Pluralistic, Multiethnic Advertising Research
Anne M. Brumbaugh & Sonya A. Grier
Pages: 35-46
Published online: 04 Mar 2013
AbstractforInsights From a "Failed" Experiment: Directions for Pluralistic, Multiethnic Advertising Research | References | PDF (147.5 KB)
  • 372 Views
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Perceived Effects of Direct-to-Consumer (DTC) Prescription Drug Advertising on Self and Others: A Third-Person Effect Study of Older Consumers
Denise E. DeLorme, Jisu Huh & Leonard N. Reid
Pages: 47-65
Published online: 04 Mar 2013
AbstractforPerceived Effects of Direct-to-Consumer (DTC) Prescription Drug Advertising on Self and Others: A Third-Person Effect Study of Older Consumers | References | PDF (215.1 KB)
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The Impact of Program Context on Motivational System Activation and Subsequent Effects on Processing a Fear Appeal
Robert F. Potter, Michael S. LaTour, Kathryn A. Braun-LaTour & Tom Reichert
Pages: 67-80
Published online: 04 Mar 2013
AbstractforThe Impact of Program Context on Motivational System Activation and Subsequent Effects on Processing a Fear Appeal | References | PDF (168.3 KB)
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Do Marketers Get The Advertising They Need or The Advertising They Deserve? Agency Views of How Clients Influence Creativity
Scott Koslow, Sheila L. Sasser & Edward A. Riordan
Pages: 81-101
Published online: 04 Mar 2013
AbstractforDo Marketers Get The Advertising They Need or The Advertising They Deserve? Agency Views of How Clients Influence Creativity | References | PDF (581 KB)
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An Analysis of Endorsement Effects in Affinity Marketing: The Case for Affinity Credit Cards
Ka-shing Woo, Henry K. Y. Fock & Michael K. M. Hui
Pages: 103-113
Published online: 04 Mar 2013
AbstractforAn Analysis of Endorsement Effects in Affinity Marketing: The Case for Affinity Credit Cards | References | PDF (161.2 KB)
  • 364 Views
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Audience Response to Product Placements: An Integrative Framework and Future Research Agenda
Siva K. Balasubramanian, James A. Karrh & Hemant Patwardhan
Pages: 115-141
Published online: 04 Mar 2013
AbstractforAudience Response to Product Placements: An Integrative Framework and Future Research Agenda | References | PDF (272.8 KB)
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The State of Internet-Related Research in Communications, Marketing, and Advertising: 1994-2003
Chang-Hoan Cho & HyoungKoo Khang
Pages: 143-163
Published online: 04 Mar 2013
AbstractforThe State of Internet-Related Research in Communications, Marketing, and Advertising: 1994-2003 | References | PDF (207.1 KB)
  • 617 Views
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Advertising Budgeting Methods and Processes in China
Gerard Prendergast, Douglas West & Yi-Zheng Shi
Pages: 165-176
Published online: 04 Mar 2013
AbstractforAdvertising Budgeting Methods and Processes in China | References | PDF (147.5 KB)
  • 325 Views
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