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INTEREST CATEGORY: MARKETING COMMUNICATIONS
POSTING TYPE: TOCs

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Broadened JAR Focus to Support Advertising Practitioners and Scholars: A Reflection of Evolving Marketing and Research Directions
—John B. Ford [] []

How Moment-to-Moment EEG Measures Enhance Ad Effectiveness Evaluation: Peak Emotions during Branding Moments as Key Indicators
—Tomaž Kolar, Zenel Batagelj, Ismir Omeragić, and Melika Husić-Mehmedović [] []

Is Native Advertising Effective for Corporate Social Responsibility Messaging? How Advertising Recognition Affects Consumer Responses to Proactive versus Reactive CSR
—Linwan Wu and Holly Overton [] []

Effects of Animation and Rotoscoping in Direct-to-Consumer Rx TV Advertising: How Animation vs. Rotoscoping vs. Live Action Drive Perceptions and Attitudes toward Drugs
—Amie C. O’Donoghue, Kevin R. Betts, Sarah Parvanta, Mihaela Johnson, Bridget Kelly, and Nicole Mack [] []

How the Brand–Endorser Origin Shapes Brand Attitudes and Purchase Intentions: Assessing Ethnocentric versus Xenocentric Mindsets and Their Impact on Messaging Persuasion
—Dave D. G. Centeno [] []

How to Use a Spokesperson’s Smile Effectively: Smile Intensity, Consumer Self-Construal, and Brand Relationship Determine Ad Effectiveness
—Chun-Tuan Chang, Hsiao-Ching Lee, Yu-Kang Lee, and Hui-Wen Chang [] []

Can Marijuana Counter-Marketing Prevent Underage Use? Analyzing Youth Response to Colorado’s “Don’t Be a Lab Rat” Campaign
—Mike Sukle, Dan Schultz, Andrew J. Czaplewski, and Thomas Martin Key [] []