Journal of Advertising, Volume 35, Issue 4 (2006)

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Journal of Advertising, Volume 35, Issue 4 (2006)

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Original Article

From The Editor
Russell N. Laczniak
Page: 5
Published online: 02 Apr 2013
CitationforFrom The Editor | PDF (27.1 KB)
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The Power Of Numbers: Investigating the Impact of Event Roster Size in Consumer Response to Sponsorship
Julie A. RuthBernard L. Simonin
Pages: 7-20
Published online: 02 Apr 2013
First Page PreviewforThe Power Of Numbers: Investigating the Impact of Event Roster Size in Consumer Response to Sponsorship | References | PDF (630.8 KB)
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Use and Effectiveness of Billboards: Perspectives from Selective-Perception Theory and Retail-Gravity Models
Charles R. TaylorGeorge R. FrankeHae-Kyong Bang
Pages: 21-34
Published online: 02 Apr 2013
First Page PreviewforUse and Effectiveness of Billboards: Perspectives from Selective-Perception Theory and Retail-Gravity Models | References | PDF (157.6 KB)
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Interactivity and its Facets Revisited: Theory and Empirical Test
Grace J. JohnsonGordon C. Bruner IIAnand Kumar
Pages: 35-52
Published online: 02 Apr 2013
First Page PreviewforInteractivity and its Facets Revisited: Theory and Empirical Test | References | PDF (212.5 KB)
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A Further Assessment of Indirect Comparative Advertising Claims of Superiority Over all Competitors
Paul W. MiniardMichael J. BaroneRandall L. RoseKenneth C. Manning
Pages: 53-64
Published online: 02 Apr 2013
First Page PreviewforA Further Assessment of Indirect Comparative Advertising Claims of Superiority Over all Competitors | References | PDF (195.3 KB)
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Product Placement: How Brands Appear on Television
Carrie La FerleSteven M. Edwards
Pages: 65-86
Published online: 02 Apr 2013
First Page PreviewforProduct Placement: How Brands Appear on Television | References | PDF (203 KB)
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Examining the Influence of Telepresence on Spectator and Player Processing of Real and Fictitious Brands in a Computer Game
Michelle R. NelsonRonald A. YarosHeejo Keum
Pages: 87-99
Published online: 02 Apr 2013
First Page PreviewforExamining the Influence of Telepresence on Spectator and Player Processing of Real and Fictitious Brands in a Computer Game | References | PDF (164.1 KB)
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On the Potential for Advertising to Facilitate Trust in the Advertised Brand
Fuan LiPaul W. Miniard
Pages: 101-112
Published online: 02 Apr 2013
First Page PreviewforOn the Potential for Advertising to Facilitate Trust in the Advertised Brand | References | PDF (152.8 KB)
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Responses to Humorous ADS: Does Audience Involvement Matter?
Yong ZhangGeorge M. Zinkhan
Pages: 113-127
Published online: 02 Apr 2013
First Page PreviewforResponses to Humorous ADS: Does Audience Involvement Matter? | References | PDF (644.3 KB)
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Different Positive Feelings Leading to Different Ad Evaluations: The Case of Coziness, Excitement, and Romance
Tine FaseurMaggie Geuens
Pages: 129-142
Published online: 02 Apr 2013
First Page PreviewforDifferent Positive Feelings Leading to Different Ad Evaluations: The Case of Coziness, Excitement, and Romance | References | PDF (5 MB)
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The Effectiveness of "in-Game" Advertising: Comparing College Students' Explicit and Implicit Memory for Brand Names
Moonhee YangDavid R. Roskos-EwoldsenLucian DinuLaura M. Arpan
Pages: 143-152
Published online: 02 Apr 2013
First Page PreviewforThe Effectiveness of "in-Game" Advertising: Comparing College Students' Explicit and Implicit Memory for Brand Names | References | PDF (145.3 KB)
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Index to Volume 35 of the Journal of Advertising
Pages: 153-154
Published online: 02 Apr 2013
CitationforIndex to Volume 35 of the Journal of Advertising | PDF (53.2 KB)
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