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Editor’s Desk: Finding Insights on Hard-to-Reach Targets
–Geoffrey Precourt [] [Google Scholar]

Speaker’s Box:

Digital Engagement: Opportunities and Risks for Sponsors – Consumer-Viewpoint and Practical Considerations for Marketing via Mobile and Digital Platforms
–Angeline Close Scheinbaum [] []

Numbers, Please: The Future of Retail is Mobile – How Mobile Marketing Dynamics Are Shaping the Future of Retail
–Gian M. Fulgoni and Andrew Lipsman [] []

Articles: How Advertising Works

Advertising across Platforms: Conditions for Multimedia Campaigns: A Method for Determining Optimal Media Investment and Creative Strategies across Platforms
–Jasper Snyder and Manuel Garcia-Garcia [] []

Deciphering Word-of-Mouth Marketing Campaign Reach: Everyday Conversation versus Institutionalized Word of Mouth
–Lars Groeger and Francis Buttle [] []

Consumers’ Cross-Channel Use in Online and Offline Purchases: An Analysis of Cross-Media and Cross-Channel Behaviors between Products
–Hilde A. M. Voorveld, Edith G. Smit, Peter C. Neijens and A. E. (Fred) Bronner [] [Google Scholar]

Shocking People Into Action: Does It Still Work? An Empirical Analysis of Emotional Appeals in Charity Advertising
–-Antje Cockrill and Isobel Parsonage [] []

Hard-to-Reach Targets

Agents of Social Change: A Model for Targeting and Engaging Generation Z across Platforms: How a Nonprofit Rebuilt an Advertising Campaign to Curb Smoking by Teens and Young Adults
–Donna Vallone, Alexandria Smith, Tricia Kenney, Marisa Greenberg, Elizabeth Hair, Jennifer Cantrell, Jessica Rath and Robin Koval [] []

Consumer Response to Gay and Lesbian Imagery: How Product Type and Stereotypes Affect Consumers’ Perceptions
–Kathrynn Pounders and Amanda Mabry-Flynn [] [Google Scholar]

Why Older Adults Show Preference for Rational Over Emotional Advertising Appeals: A U.K. Brand Study Challenges the Applicability of Socioemotional Selectivity Theory to Advertising
–Lynn Sudbury-Riley and Lisa Edgar [] []

Framing Advertisements to Elicit Positive Emotions and Attract Foster Carers: An Investigation Into the Effects of Advertising on High-Cognitive-Elaboration Donations
–Melanie Randle, Leonie Miller, Joanna Stirling and Sara Dolnicar [] []

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