TOC: Intl J Adv


International Journal of Advertising, 29(3)

 ARC: Connections: ELMAR: TOC

Arrow Doodadareas: promotion: journals

International Journal of Advertising 

Relevant ARCategory: Marketing Journals 

IJA 29 (3) Table of Contents

Editorial: Measuring return on investment from advertising: ‘holy grail’ or necessary tool?

Creative determinants of viral video viewing
Duncan Southgate, Nikki Westoby and Graham Page

The cultural dimension of assertiveness in cross-cultural advertising: the perception and evaluation of assertive advertising appeals
Ralf Terlutter, Sandra Diehl and Barbara Mueller

Joe Camel: post-mortem of a brand spokesperson
Marc G. Weinberger, Harlan E. Spotts and Ereni Markos

Assigning television commercial videotapes to time slots under alternative message spacing policies
Michael J. Brusco and Renu Singh

Why are childlike portrayals appealing in East Asia? A cross-cultural comparison between Taiwan and the US
Chingching Chang and Hairong Li

Slogans: US and EU legal protection for slogans that identify and promote the brand
Ross D. Petty, Susanna H.S. Leong and May O. Lwin

Book reviews

Chris Hackley – Advertising and Promotion: An Integrated Marketing Communications Approach (2nd edn)
Aidan Kelly

Chris Brogan and Julien Smith – Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust
Molly Flatt

Brian Solis – Engage! The Complete Guide for BRANDS and BUSINESSES to Build, Cultivate, and Measure Success in the New Web
Stephanie O’Donohoe

Ex Libris – Janet Pines