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Editorial: co-creating our future.

SOME OF YOU MIGHT RECALL a recent issue of the Journal of Advertising Research (JAR) that covered topics conspicuously similar to those addressed in this issue. Some of you might also recall that the title of the current issue was originally imagined to be, "Does Synergy in Marketing Communication Deliver More Impact." If so, your recall is correct! In fact, I would encourage you to think of our final issue for 2005, "Broader Strategies for Cross-Channel Integration," and the present one as companion issues. The former led with Calder and Malthouse's fresh perspective on Integrated Marketing Communications (IMC) and followed with articles most of which discussed opportunities for using "non-established" channels either to enhance by themselves the attractiveness of a consumer offering or to augment the effect of "established" channels of advertising. Our latest issue provides more, excellent articles on the effectiveness of "non-established" channels in both roles, as well as insights into the consumer adoption of a new medium and the strategic formulation of IMC programs.

To heighten the JAR's relevance to the most salient advertising-research issues of the day, we will take advantage of what we see as a palpable interest and energy in the advertising research community concerning the topics of "Ethnography" and "Engagement." The last two issues of the JAR for 2006 will focus on these topics in place of those announced in the December 2004 issue: "Capturing the Voice of the Customer in Creative Development" and "Critical Elements of Powerful Branding." Ethnography and, more broadly, cultural research, generated spirited discussion among attendees of the Marketing Science Institute's conference on "Business Insights from Consumer Culture" held in Toronto during May of this year. Likewise, the ARF's initiative to articulate a robust definition of and apply a sound base of scientific theory to the concept of "engagement" has received meaningful external coverage both in anticipation of and in reaction to the organization's announcements on the subject.

In this same spirit, we have developed a calendar of topics for 2007 that we hope reflect the most pressing interests of our readers. Our first issue will discuss considerations, solutions, and best practices in the rapidly maturing field of Internet Research. The subject of our second issue, "Variables in Advertising Execution," brings us closer to the needs of advertising practitioners and will shed light on factors that can make advertising creative more compelling. In August we will refocus on the practice of marketing research with an issue dedicated to the topic of sampling. Finally, we will close out the year by venturing into new but important territory for the JAR: Ethics. The December 2007 issue will discuss the ethical complexities and questions that inevitably accompany such "new realities" as the ever-expanding depth, availability, and application of scientific knowledge about the mind of the consumer and the increasing need of advertisers to engage the emotions to drive differentiation and loyal behavior. Most importantly, we hope to present the practices and supporting logic of organizations that have thoughtfully and successfully addressed these concerns.

Applying Jerry Zaltman's approachable yet vivid and powerful term, the ARF wants the JAR to be a product of "co-creation" with our readers. We encourage you to let us know what we can do to make this publication most useful to you and your organization. We also strongly encourage you to seek an active role in helping us to shape the JAR by submitting any original articles that you believe make important contributions, grounded in knowledge and marketing science, to our forthcoming themes or volunteering your expertise and energy as a reviewer of articles. Supported by your participation, as well as the impressive commitment and infrastructure of our new publishing partner, WARC, we are deeply optimistic about what the JAR can accomplish in the future.


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Author:Woodard, Bob
Publication:Journal of Advertising Research
Date:Jun 1, 2006
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