International Journal of Advertising, Volume 17, Issue 4 (1998)

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International Journal of Advertising, Volume 17, Issue 4 (1998)

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Advertising Effectiveness Research Forum

Editorials

Editorial
Editorial
Judie Lannon (Features Editor)
Page: 402
Published online: 02 Mar 2015
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Original Articles

Article
Determining how brand communication works in the short and long terms
Don E. Schultz
Pages: 403-426
Published online: 02 Mar 2015
AbstractforDetermining how brand communication works in the short and long terms | References | PDF (1.6 MB)
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Article
Advertising into the next millennium
Ashok Ranchhod
Pages: 427-446
Published online: 02 Mar 2015
AbstractforAdvertising into the next millennium | References | PDF (1 MB)
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Article
Measuring integration: an assessment of the quality of integrated marketing communications
David Pickton & Bob Hartley
Pages: 447-465
Published online: 02 Mar 2015
AbstractforMeasuring integration: an assessment of the quality of integrated marketing communications | References | PDF (1.1 MB)
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Article
Beyond sophistication: dimensions of advertising literacy
Stephanie O'Donohoe & Caroline Tynan
Pages: 467-482
Published online: 02 Mar 2015
AbstractforBeyond sophistication: dimensions of advertising literacy | References | PDF (916.9 KB)
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Article
Shame, guilt & responses to non-profit & public sector ads
Roger Bennett
Pages: 483-499
Published online: 02 Mar 2015
AbstractforShame, guilt & responses to non-profit & public sector ads | References | PDF (975.4 KB)
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Article
Myths about the mind: time to end some popular beliefs about how advertising works
Tim Ambler
Pages: 501-509
Published online: 02 Mar 2015
AbstractforMyths about the mind: time to end some popular beliefs about how advertising works | References | PDF (612.7 KB)
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Article
A report on the MAX project
Mike Donahue
Pages: 511-514
Published online: 02 Mar 2015
AbstractforA report on the MAX project | PDF (184.4 KB)
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Article
Africa & The Middle East—focus on the smaller adspend regions
Pages: 515-520
Published online: 02 Mar 2015
AbstractforAfrica & The Middle East—focus on the smaller adspend regions | PDF (226.4 KB)
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Article
Notes for Contributors
Page: 521
Published online: 02 Mar 2015
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