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Celebrating 50 years, the Journal of Advertising Research 50th Anniversary Special Edition is packed with analysis and insights from over 40 internationally renowned academics and industry leaders.
The Journal of Advertising Research is the R&D vehicle for professionals in all areas of marketing including media, research, advertising, and communications.
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September 2013, Volume 53, No. 3
View full abstracts of the current issue
Letter from the CEO
Highlighting the ARF’s Foundations of Quality initiative as an example of strengthening collaboration between the Journal and the Advertising Research Foundation, Gayle Fuguitt honors the industry’s future needs for groundbreaking research.
What We Know About Creativity
Geoffrey Precourt, Editor-in-Chief
The Theory and Practice of Advertising: Counting the Cost to the Customer
Executive Editor Douglas West introduces a dynamic new column—a forum where marketing academics and practitioners are invited to express a point of view on a topic of their choice. The kick-off theme: Will the assault of advertising on the consumer turn off customers?
Sharing the Spotlight: Is There Room for Two Brands in One Advertisement?
Ehrenberg-Bass Institute’s Jenni Romaniuk offers strategies to help manage the risks of sharing brands in the same advertisement.
In Search of Advertising ROI: The Impossible Dream versus “Bounded Rationality”
ARF chairman emeritus Gale Metzger reflects on the 50 years’ work of the late market research legend, Paul Gerhold and the legacy he left on measuring ROI from advertising.
You Can’t Put a Price Tag on a Survey Participant’s Enjoyment: The Latest Findings from the ARF’s “Foundations of Quality” (FOQ2) Research
Robert W. Walker, founder of Surveys & Forecasts, LLC and ARF consultant William A. Cook explore what motivates respondents to participate in online surveys and how attitudes towards online survey-taking interact with overall “survey enjoyment”.
A Multi-Country Examination of Hard-Sell and Soft-Sell Advertising: Comparing Global Consumer Positioning in Holistic- and Analytic-Thinking Cultures
Shintaro Okazaki (Universidad Autónoma de Madrid), Barbara Mueller (San Diego State University) and Sandra Diehl (University of Klagenfurt) investigate reactions by 2,000 consumers in five G8 countries.
In 2013, Once Again: Marketing Art Meets Science—Best-in-Show Winners of the 2013 ARF David Ogilvy Awards
Get behind the scenes of Procter & Gamble’s far-reaching “Thank You Mom”/Olympics campaign; Con Agra Foods’ hilarious “Slim Jim Man Medicine,” and Glad’s bold “Stronger Stand Against Waste.”
Optimizing the Amount of Entertainment in Advertising: What’s So Funny about Tracking Reactions to Humor?
Thales S. Teixeira (Harvard Business School) and Horst Stipp (ARF) use facial tracking to explore how to best use entertainment to boost ad effectiveness.
Matching Creative Agencies with Results-Driven Marketers: Do Clients Really Need Highly Creative Advertising?
Sheila Lucy Sasser (Eastern Michigan University), Scott Koslow (Macquarie University), and Mark Kilgour (University of Waikato) investigate clients’ openness to new ideas as a conditional variable across 1,125 advertising campaigns reported by 408 agency subjects.
Practitioner Views of Comparative Advertising: How Practices Have Changed in Two Decades
Replicating a 1989 survey, University of Oklahoma’s Fred K. Beard finds today’s creative executives seem more concerned than their predecessors that comparative advertising may conflict with positive branding.
What Makes Win, Place, or Show? Judging Creativity in Advertising at Award Shows
A deep dive on the process of how the advertising industry goes about recognizing its top creative work. Douglas West (King’s College and Journal of Advertising Research), Albert Caruana (University of Malta), and Kannika Leelapanyalert (Birbeck, University of London).
The Fire Starter and the Brand Steward: An Examination of Successful Leadership Traits for the Advertising-Agency Creative Director
Great expectations: the many hats worn by the advertising agency creative director in his or her leadership role. Karen L. Mallia (University of South Carolina), Kasey Windels (Louisiana State University), and Sheri J. Broyles (University of North Texas).
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