Journal of Advertising Research - 50th Anniversary Special Edition
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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.

Journal of Advertising Research - 50th Anniversary Special Edition

Journal of Advertising Research    Journal of Advertising Research

Journal of Advertising Research 50th Anniversary Special Edition

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In 50 years of publication, the Journal of Advertising Research has prodded, probed, pushed, and provoked. Its body of work includes more than 2,000 pieces by both leading practitioners and academics whose combined heritage of thought leadership has given its readers a 360-degree perspective on marketing research unmatched by any other publication of its kind.

From its first issue, the Journal has sought to tap into the past to provide insight into the future. And, every once in a while, it makes sense to pause, take stock, and search for enduring meta-truths about the practice of research. In this Special Edition 40+ internationally renowned academics and industry leaders share analysis and insights from a unique body of work.

This fiftieth issue aims to provide a one-stop assessment of what we know and need to know across key areas of the marketing and advertis¬ing business. We wanted to celebrate both the heritage of this publication but also a half-century of excellence in research. To that end—to reflect the best thinking and research findings—authors were encouraged to source studies from wherever they believed the most important insights and knowledge were to be found.

The topics covered in this special edition reflect a range of issues important to a wide variety of interests and specializations within marketing and advertising. The topics also reflect the evolution of marketing services and tactics. To anchor each contribution to a spot in marketing-research history, readers will find an excerpt from a seminal paper as part of each package. And, as a dis¬tinctively different and utile touch, we have accompanied many papers in this special issue with a short commentary from a seasoned marketing professional. These contextual observations provide real-world perspectives for the articles and, we believe, provide a balance that will maximize the relevance of each subject area.
 

Journal of Advertising Research – 50th Anniversary Special Edition
Volume 51, Issue 1 Supplement

EDITORIAL
At 50, the Journal Looks Back…and Ahead: We Celebrate a Half-Century of Seminal Thinking

Douglas West, Larry George Chiagouris and Geoffrey Precourt

THE INTERNET
The Interactive Web: Toward a New Discipline

Hairong Li

GLOBALIZATION
The Tension between Strategy and Execution: Challenges for International Advertising Research: Globalization is Much More Than Universal Branding

John B. Ford, Barbara Mueller and Charles R. Taylor; Insights from Nigel Hollis

CROSS-MEDIA
From Silos to Synergy: A Fifty-Year Review of Cross-Media Research Shows Synergy Has Yet to Achieve its Full Potential

Henry Assael

MOBILE
Has the Time Finally Come for the Medium of the Future? Research on Mobile Advertising

Shintaro Okazaki and Patrick Barwise

ONLINE RESEARCH
Instant Innovation: From Zero to Full Speed in Fifteen Years: How Online Offerings Have Reshaped Marketing Research

Colin Campbell, Michael Parent and Kirk Plangger; Insights from Gian M. Fulgoni

SHOPPING DATA
What Scanner-Panel Data Tell Us about Advertising: A Detective Story with a Dark Twist

Scott Koslow and Gerard J. Tellis

USER-GENERATED CONTENT
The Voice of the Consumer Speaks Forcefully in Brand Identity: User-Generated Content Forces Smart Marketers to Listen

George Christodoulides and Colin Jevons; Insights from Pete Blackshaw

TELEVISION
The Secret of Television’s Success: Emotional Content or Rational Information? After Fifty Years the Debate Continues

Robert G. Heath; Insights from Horst Stipp

AUDIENCES
The March to Reliable Metrics: A Half-Century of Coming Closer to the Truth

Edith Smit and Peter Neijens

SERVICES ADVERTISING
The Evolution of Services Advertising in a Services-Driven National Economy: An Analysis of Progress and Missed Opportunities

Marla B. Royne Stafford, Tim Reilly, Stephen J. Grove and Les Carlson; Insights from Rishi Bhandari and John Copeland

QUALITATIVE
Mapping the Unarticulated Potential of Qualitative Research: Stepping Out from the Shadow of Quantitative Studies

Peter Nuttall, Avi Shankar and Michael B. Beverland; Insights from Cheryl Stallworth Hooper

PRINT
Checking the Pulse of Print Media: Fifty Years of Newspaper and Magazine Advertising Research

Gergely Nyilasy, Karen Whitehill King and Leonard N. Reid; Insights from Scott C. Mcdonald

BRANDS
Brand Worlds: From Articulation to Integration

Pierre Berthon, Leyland Pitt, Ronika Chakrabarti and Jean-Paul Berthon; Insights from Mario Simon

QUANTITATIVE
How Relevancy, Use, and Impact Can Inform Decision Making: The Uses of Quantitative Research

David W. Stewart and Mike Hess; Insights from Jeff Nelder

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Here's some exclusive comments from former JAR Editor, Bill Cook, who's read the special edition cover to cover:

In 1960 the Journal of Advertising Research was launched just as the Space Race captured the imagination of Americans. The ARF's Technical Director, Charlie Raymond, convinced Al Lehman, Managing Director of the ARF, and the ARF board to launch a Journal to show the world that a science of advertising research was becoming a reality! The Board agreed to fund it, and selected Charlie as the editor – a role he continued to play for 20 years.

He titled his first editorial "Science in Wonderland" and the Journal has achieved an orbit that, I suspect even Charlie didn't fully anticipate. His pride in the growing science of advertising research was a measured, quiet pride.

Over the next 50 years, the Journal of Advertising Research has prodded, probed, pushed, and provoked. Its body of work includes more than 2,000 pieces by both leading practitioners and academics whose combined heritage of thought leadership has given its readers a 360-degree perspective on marketing research unmatched by any other publication of its kind.

From its first issue, the Journal has sought to tap into the past to provide insight into the future. And, every once in a while, it makes sense to pause, take stock, and search for enduring meta-truths about the practice of research.

In this Special Edition 40+ internationally renowned academics and industry leaders share analysis and insights from the JAR's rich, unique body of work. Just as the ARF uniquely serves multiple constituencies – Advertisers, Ad and Media Agencies, Media, and Research companies, and Academics, the JAR editors for fifty years have weighed the needs of research practitioners and academics. The 50th Anniversary Issue is brilliantly successful in uniting the practitioner and scholar around the two questions shared by both groups in their quest to understand the marketing environment:

  • "What do we know?"
  • "What else do we need to know"?
It's gratifying to see Charlie's "Science in Wonderland" remains a special garden in which we can foster new ideas and plant the seeds of even greater impact on the diverse businesses the ARF will serve tomorrow.

For more information

For more information about the Journal visitwww.journalofadvertisingresearch.com or contact Nanette Burns, Managing Editor, nanette@thearf.org

If you would like to contribute an article, submit online at www.editorialmanager.com/jar or email jar@thearf.org with any questions.

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