J Adv

Introduction

Journal of Advertising Research, 60(3)

INTEREST CATEGORY: MARKETING COMMUNICATIONS
POSTING TYPE: TOCs


Editor’s Desk: 60 Robust Years of Advertising Research, and Counting
John B. Ford [Publisher] [Google Scholar]

Articles

The Myth of Targeting Small, but Loyal Niche Audiences: Double-Jeopardy Effects in Digital-Media Consumption
Harsh Taneja [Publisher] [Google Scholar]

Why Do People Choose to Multitask with Media? The Dimensions of Polychronicity as Drivers of Multiple Media Use—A User Typology
Helen R. Robinson and Stavros P. Kalafatis [Publisher] [Google Scholar]

How Do Generational Differences Drive Response to Social-Issue Ads? The Effect of Value Orientations across Generations in the U.S.
Yoon-Joo Lee and Eric Haley [Publisher] [Google Scholar]

Managerial–Consumer Eco-Harmful Media Perceptions and Eco-Conscious Attitudes: Understanding the Context within Green Media
Claudia A. Rademaker, Marla Royne Stafford, and Mikael Andéhn [Publisher] [Google Scholar]

The Relationship between Competitive Pricing and Direct-to-Consumer Advertising: How to Manage DTC Advertising of Rx Drugs in an Integrated Marketing Mix Strategy
Abhik Roy and Mary E. Schramm [Publisher] [Google Scholar]

Quantifying the Advertising-Creativity Assessments of Consumers versus Advertising Professionals: Does It Matter Whom You Ask?
Erik Modig and Micael Dahlen [Publisher] [Google Scholar]

Do Your Ads Talk Too Fast To Your Audio Audience? How Speech Rates of Audio Commercials Influence Cognitive and Physiological Outcomes
Emma Rodero [Publisher] [Google Scholar]