TOC: J Mar Comm
Introduction
Journal of Marketing Communications, 23(4)
Editorial
The diversity of advertising formats and the need to revisit the empirical bases of IMC
–Philip J. Kitchen [] []
Appealing to men and women using sexual appeals in advertising: In the battle of the sexes, is a truce possible?
–Iain R. Black & Peta Morton [] []
Improving integrated marketing communications practices: A comparison of objectives and results
–C.H. Patti, S.W. Hartley, M.M. van Dessel & D.W. Baack [] []
The role of medium content and ad format congruity in influencing advertising outcomes
–Melissa M. Bishop, E. Deanne Brocato & Akshaya Vijayalakshmi [] []
The impact of the length of preceding and succeeding ads on television advertising effectiveness
–Yongick Jeong [] []
Why we watch others’ responses to online advertising – investigating users’ motivations for viewing user-generated content in the context of online advertising
–Johannes Knoll & Ramona Proksch [] [Google Scholar]
The influence of life satisfaction on nostalgic advertising and attitude toward a brand
–Ilyoung Ju, Jong Woo Jun, Naa Amponsah Dodoo & Jon Morris [] []