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Articles from Journal of Advertising Research (March 1, 2004)

1-12 out of 12 article(s)
Title Author Type Words
Better practices in advertising can change a cost of doing business to wise investments in the business. Blair, Margaret H.; Kuse, Allan R. 9439
Displacement and reinforcement effects of the internet and other media as sources of advertising information. Tsao, James C.; Sibley, Stanley D. 9732
Editorial: IMC's fuzzy picture: breakthrough or breakdown? Cook, William A. 715
IMC as theory and as a poststructural set of practices and discourses: a continuously evolving paradigm shift. Gould, Stephen J. 3158
Perceptions of IMC after a decade of development: who's at the wheel, and how can we measure success? Swain, William N. 11703
Sports celebrity influence on the behavioral intentions of Generation Y. Bush, Alan J.; Martin, Craig A.; Bush, Victoria D. 6275
Super Bowl advertising effectiveness: Hollywood finds the games golden. Yelkur, Rama; Tomkovick, Chuck; Traczyk, Patty 10528
Targeting women's clothing fashion opinion leaders in media planning: an application for magazines. Vernette, Eric 9943
The emergence of IMC: a theoretical perspective. Kitchen, Philip J.; Brignell, Joanne; Li, Tao; Jones, Graham Spickett 7984
The impact of trademarks and advertisement size on yellow page call rates. Abernethy, Avery M.; Laband, David N. 4224
The role of transactional versus relational data in IMC programs: bringing customer data together. Zahay, Debra; Peltier, James; Schultz, Don E.; Griffin, Abbie 9389
Understanding the diffusion of Integrated Marketing Communications. Kim, Ilchul; Han, Dongsub; Schultz, Don E. 8271

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