ARC: Connections: ELMAR: TOC areas: promotion: journals

International Journal of Advertising  Relevant ARCategory: Marketing Journals

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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