Journal of Promotion Management, Volume 16, Issue 4 (2010)

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Journal of Promotion Management, Volume 16, Issue 4 (2010)

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Original Articles

Article
Using Means-End Analysis to Test Integrated Marketing Communications Effects
John M. McGrath
Pages: 361-387
Published online: 25 Nov 2010
AbstractforUsing Means-End Analysis to Test Integrated Marketing Communications Effects | Full Text | References | PDF (454.8 KB)
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Article
An IMC Process Framework for a Communications-Based Services Marketing Model
Jeffrey W. Von Freymann
Pages: 388-410
Published online: 25 Nov 2010
AbstractforAn IMC Process Framework for a Communications-Based Services Marketing Model | Full Text | References | PDF (129.2 KB)
  • 1714 Views
  • 4 CrossRef citations
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Article
Acceptability and Ethics of Product Placement in Sport Video Games
Min Soo Kim & Steven R. McClung
Pages: 411-427
Published online: 25 Nov 2010
AbstractforAcceptability and Ethics of Product Placement in Sport Video Games | Full Text | References | PDF (106.2 KB)
  • 1684 Views
  • 20 CrossRef citations
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Article
Brand Placement in Movies: The Effect of Film Genre on Viewer Recognition
Dong-Jin Park & Bruce K. Berger
Pages: 428-444
Published online: 25 Nov 2010
AbstractforBrand Placement in Movies: The Effect of Film Genre on Viewer Recognition | Full Text | References | PDF (148.3 KB)
  • 2816 Views
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Article
Building Shopping Arousal through Direct Marketing in Retail Environment
Rajagopal
Pages: 445-466
Published online: 25 Nov 2010
AbstractforBuilding Shopping Arousal through Direct Marketing in Retail Environment | Full Text | References | PDF (262.2 KB)
  • 457 Views
  • 5 CrossRef citations
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Article
An Examination of Sales Promotion Programs in Hong Kong: What the Retailers Offer and What the Consumers Prefer
Lin Yang, Wah-Leung Cheung, James Henry, John Guthrie & Kim-Shyan Fam
Pages: 467-479
Published online: 25 Nov 2010
AbstractforAn Examination of Sales Promotion Programs in Hong Kong: What the Retailers Offer and What the Consumers Prefer | Full Text | References | PDF (90.6 KB)
  • 971 Views
  • 8 CrossRef citations
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Article
Do Mexican Companies Culturally Adapt Their Websites?
Elí Samuel González-Trejo
Pages: 480-493
Published online: 25 Nov 2010
AbstractforDo Mexican Companies Culturally Adapt Their Websites? | Full Text | References | PDF (91.6 KB)
  • 160 Views
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Article
Managing MNC-Government Negotiations in Saudi Arabia: The Key Role of Elites
Abbas J. Ali
Pages: 494-521
Published online: 25 Nov 2010
AbstractforManaging MNC-Government Negotiations in Saudi Arabia: The Key Role of Elites | Full Text | References | PDF (225.2 KB)
  • 575 Views
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Article
Syntax Complexity and Presentation Order as Determinants of Comprehension in Print Advertisements
Haeran Jae
Pages: 522-532
Published online: 25 Nov 2010
AbstractforSyntax Complexity and Presentation Order as Determinants of Comprehension in Print Advertisements | Full Text | References | PDF (126.2 KB)
  • 304 Views
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