TWEET. JOURNAL OF ADVERTISING RESEARCH TWEET. …€¦ · Commentary: How More Precise Magazine...
Transcript of TWEET. JOURNAL OF ADVERTISING RESEARCH TWEET. …€¦ · Commentary: How More Precise Magazine...
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THE ARF 56TH ANNUAL CONVENTION + EXPO3.22.10–3.24.10 • NYC
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March 2010Volume 50, No. 1
CONTENTS
Editorial:IsAnybodyListening? Geoffrey Precourt
Viewpoint:Media—NoLongertheCabooseJoel Rubinson
Commentary:HowMorePreciseMagazineInputsCanImproveMediaMixModeling—TheImpactofMoreBalancedMetricsonROIJames Collins, David Dixon, Wayne Eadie, Mark Reggimenti, David Shiffman, Julia Soukhareva, Judy Vogel, and Britta Ware
IsAnybodyListening? TheValueofListening:HeedingtheCalloftheSnuggie
David Wiesenfeld, Kristin Bush, and Ronjan Sikdar
ThePowerofAtlas:WhyIn-StoreShoppingBehaviorMattersJacob Suher and Herb Sorensen
PuttingListeningtoWork:TheEssentialsofListeningStephen D. Rappaport
CanOldMediaEnhanceNewMedia?HowTraditionalAdvertisingPaysOffforan Online SocialNetworkMarkus Pfeiffer and Markus Zinnbauer
FinancialMarketsandMarketing:TheTradeoffbetweenR&DandAdvertisingduringan EconomicDownturnSurinder Tikoo and Ahmed Ebrahim
ChangesinSocialValuesintheUnitedStates,1976–2007:“Self-Respect”IsontheUpswingas“ASenseofBelonging”BecomesLessImportantEda Gurel-Atay, Guang-Xin Xie, Johnny Chen, and Lynn Richard Kahle
CostPerSecond:TheRelativeEffectivenessof15-and30-SecondTelevisionAdvertisementsKate Newstead and Jenni Romaniuk
ArtfortheSakeoftheCorporation:Audi,BMWGroup,DaimlerChrysler,Montblanc,Siemens,andVolkswagenHelpExploretheEffectof SponsorshiponCorporateReputationsManfred Schwaiger, Marko Sarstedt, and Charles R. Taylor
What’sUp?ExploringUpperandLowerVisual Field Advertising EffectsKendall Goodrich
JOURNAL OF ADVERTISING RESEARCH IS ANYBODY LISTENING?
VOL. 50, NO. 1 MARCH 2010