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THE JOURNAL OF INTERACTIVE MARKETING (JIM)
MARKETING SCIENCE INSTITUTE (MSI)
Yaffe Center for Persuasive Communication, University of Michigan
Sloan Center for Internet Retailing, University of California, Riverside

Call for Papers
Special Issue on Online Marketing Communications

Co-Edited by

Rajeev Batra
University of Michigan
(email: rajeevba@bus.umich.edu)

Venky Shankar
Texas A&M University
(email: vshankar@mays.tamu.edu)

The Journal of Interactive Marketing (JIM) is a thought leader and catalyst for shaping ideas and issues associated with electronic, interactive, and direct marketing environments, publishing leading-edge ideas, methodologies, and insights in the field. JIM is a peer-reviewed journal that caters to strong academic and practitioner audiences. Its readership includes direct and interactive marketers, advertisers and advertising agencies, market researchers, e-business executives, and researchers in marketing, strategy, customer behavior, managerial economics, statistics, and information technology. JIM is offered in more than 1,500 institutions and libraries in nearly 40 countries around the world. JIM is indexed in the major bibliographic databases including the Social Science Citation Index, Business Source Premier, and ABI/Inform (FirstSearch).

We invite manuscripts for publication consideration in a special issue of JIM devoted to online marketing communications, an emerging theme in interactive marketing. We seek conceptual, analytical, empirical, and managerial papers, covering any aspect of this theme. We also welcome in-depth case studies documenting practices relevant to this theme.

As consumers change the way in which they "consume" media, online forms of marketing communication are becoming increasingly important. Internet advertising is now a $17 billion dollar industry, and growing rapidly. There has been limited research in this important emerging topic from an academic perspective. The purpose of the special issue is to capture the state of art on this theme, disseminate leading edge research, and set the tone for future research on this topic. The issues relevant to online marketing communication include, but are not limited to, the following topics:

• Changing patterns of consumer usage of alternative media,
• Online/Internet/Interactive advertising: strategic, creative and media aspects,
• The comparative effectiveness of online video, mobile media, and other newer forms of online advertising, over banner ads
• Measuring and improving the impact of alternative forms of online marketing communications,
• Paid search advertising,
• The impact of search engines on online communication strategy,
• Role of online media in the new media mix: strategic and budget allocation issues
• Marketing communications through podcasting and blogging,
• Online marketing communications that leverage social networks, viral advertising, buzz marketing, and other word of mouth mechanisms,
• Cross-national similarities and differences in consumer response to online marketing communications,
• Online marketing communication decision support systems,
• Organizational and Integration issues in an era of online marketing communications, and
• Privacy and trust issues in online marketing communications.

The deadline for submission of manuscripts is September 15, 2007. A limited number of manuscripts will be chosen for presentation at the Marketing Science Institute (MSI) conference to be held at Palm Springs, California during February 6-8, 2008. The special issue is scheduled for publication during the second half of 2008. We encourage you to submit your papers on this theme earlier than the deadline to help us smooth out the review process, improve the quality of the articles, and get the special issue published on time. The papers will be reviewed according to the guidelines of Journal of Interactive Marketing. We will strive hard to provide a quick and constructive review process, while strengthening the papers that are acceptable for publication in this special issue. The following Web page provides manuscript guidelines. Note, however, that we will accept papers up to 40 pages long.

Manuscript guidelines:

Please email your manuscripts and queries to Barbara Hruska, Managing Editor, (bhruska@the-dma.org) or the Editors of this special issue.

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