TOC: J Adv Res
Introduction
Journal of Advertising Research, 47(3)
 : : : TOC
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Editorial
Simplicity from Complexity
–Marissa Sison
Quantifying the Isolated and Synergistic Effects of Exposure Frequency for TV, Print, and Internet Advertising
–William Havlena, Robert Cardarelli, and Michelle de Montigny
Conceptualization and Measurement of Multidimensionality of Integrated Marketing Communications
–Dong Hwan Lee and Chan Wook Park
Creative and Interactive Media Use Agencies: Engaging an IMC Media Palette for Implementing Advertising Campaigns
–Sheila L. Sasser, Scott Koslow, and Edward A. Riordan
Perils of Using OLS to Estimate Multimedia Communications Effects
–Prasad A. Naik,Don E. Schultz, and Shuba Srinivasan
Direct-to-Consumer Pharmaceutical Advertising: Building and Testing a Model for Advertising Effectiveness
–Rick T. Wilson and Brian D. Till
Application of a Model for the Effectiveness of Event Marketing
–Anne Martensen, Lars Grønholdt, Lars Bendtsen, and Martin Juul Jensen
Mobile Communications: A Study of Factors Influencing Consumer Use of m-Services
–Gillian Sullivan Mort and Judy Drennan
Do Measures of Media Engagement Correlate with Product Purchase Likelihood?
–Max Kilger and Ellen Romer
Information Processing of Advertising among Young People: The Elaboration Likelihood Model as Applied to Youth
–Tali Te’eni-Harari, Shlomo I. Lampert, and Sam Lehman-Wilzig
An Analysis of Real World TV Advertising Tests: A 15-Year Update
–Ye Hu, Leonard M. Lodish, and Abba M. Krieger
Television Audience Satisfaction: Antecedents and Consequences
–Xiaoling Lu and Hing-Po Lo
Message Framing Strategy for Brand Communication
–Shu-pei Tsai