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Celebrating 50 years, the Journal of Advertising Research 50th Anniversary Special Edition is packed with analysis and insights from over 40 internationally renowned academics and industry leaders.
The Journal of Advertising Research is the R&D vehicle for professionals in all areas of marketing including media, research, advertising, and communications.
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December 2013, Volume 53, No. 4
View full abstracts of the current issue
Letter from the CEO
Gayle Fuguitt honors insight that drives change. “The Research ‘Insight-er’ is in the enviable position of being at the epicenter of decision making: to simplify big data into big insights, and to drive that wisdom into growth opportunities.”
What We Know About New Mixes in Media Marketing
Geoffrey Precourt, Editor-in-Chief
Please Pass the Bacon: A Tribute to Erwin Ephron
Partnering for Growth in Emerging Markets: Why Advertising Agencies Need to Lead, Not Follow
Global advertisers and agencies must establish a presence in emerging markets, while simultaneously embracing rapidly changing technology as it reshapes how they reach and influence consumers.
C. Samuel Craig, NYU Stern School of Business
The Interaction of Sampling and Weighting in Producing a Representative Sample Online: An Excerpt from the ARF’s “Foundations of Quality 2” Initiative
John Bremer, Toluna
Big Data: Friend or Foe of Digital Advertising? Five Ways Marketers Should Use Digital Big Data to Their Advantage
For all the benefits Big Data afford, they also come with perils that may not be as readily apparent.
Gian Fulgoni, comScore, Inc.
More than Just “Snap, Crackle, and Pop” “Draw, Write, and Tell”: An Innovative Research Method with Young Children
Employing their innovative “Draw, Write, and Tell” method, Robert Angell (Cardiff University) and Catherine Angell (Bournemouth University) offer fresh insight about how young children process and react to advertising.
Matching Product Attributes to Celebrities Who Reinforce the Brand: An Innovative Algorithmic Selection Model
Moti Zwilling (Netanya Academic College, Israel) and Gila Fruchter (Bar-Ilan University, Israel) introduce an algorithmic model that examines the potential effectiveness of, and problems associated with, selecting celebrities to endorse a specific product.
Dance to the Music! How Musical Genres in Advertisements Can Sway Perceptions of Image
How does background music influence perceptions of image and purchase behavior? Steve Oakes (University of Liverpool) and Adrian North (Curtin University) experiment with dance and classical genres in television and radio advertisements for universities.
Leveraging Synergy and Emotion in a Multi-Platform World: A Neuroscience-Informed Model of Engagement
Using biometrics and eye tracking, researchers study the behavior of 251 participants immersed in and engaging with 24 brands on television and online channels. Audrey Steele (Fox Broadcasting), Devra Jacobs (Innerscope Research), Caleb Siefert (University of Michigan), and Randall Rule, Brian Levine, and Carl D. Marci (Innerscope Research).
Effects of Multi-Channel Marketing on Consumers’ Online Search Behavior: The Power of Multiple Points of Connection
Michel Laroche and Isar Kiani (John Molson School of Business, Concordia University), Nectarios Economakis (Google Montréal) and independent researcher Marie-Odile Richard investigate the impact of advertising across multiple media channels on consumers’ tendency to follow through with their own online product searches.
Unlocking the “Reminder Potential” When Viewers Pause Programs: Results from a Laboratory Test of a New Online Medium
A controlled lab experiment is used to compare the effectiveness of branded pause advertisements with normal online television advertisements. Larry Neale (Queensland University of Technology), Steven Bellman and Shiree Treleaven-Hassard (Audience Labs, Murdoch University), Jennifer A. Robinson (RMIT University) and Duane Varan (Disney Media & Advertising Lab/Audience Labs, Murdoch University).
What Factors Affect Consumer Acceptance of In-Game Advertisements? Click “Like” to Manage Digital Content for Players
Gina Tran and David Strutton (University of North Texas) apply media uses and gratification theory to investigate factors related to gamers’ acceptance of advertisements in online games across various platforms.
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George Terhanian – Toluna