Journal of Advertising Research

• 

  Año 2002, Vol. 42, Número 6

  • Editorial: Decisions

    Arthur J. Kover

    pág. 5

    

  • Decision-making Processes Surrounding Sponsorship Activities

    Hans Mathias Thjømøe, Peggy Simcic Bronn, Erik L. Olson

    págs. 6-15

    

  • Corporate Stadium Sponsorships, Signaling Theory, Agency Conflicts, and Shareholder Wealth

    Stephen W. Pruitt, T. Bettina Cornwell, John M. Clark

    págs. 16-32

    

  • Beyond Effective Frequency: Evaluating Media Schedules Using Frequency Value Planning

    Avery M. Abernethy, John D. Leckenby, Hugh M. Cannon

    págs. 33-47

    

  • What Is Wrong with International Advertising Research?

    Charles R. Taylor

    págs. 48-54

    

  • Simple Power Patterns in Response to Advertising

    Stephen Terence Gould

    págs. 55-68

    

  • Hispanic-targeted Advertising: More Sales?

    Betsy D. Gelb, Ivonne M. Torres

    págs. 69-75

    

  • The Single Consumer

    David I. Gilliland, Naveen Donthu

    págs. 77-84

    

  • Marketing to the Mindset of Boomers and Their Elders (Book)

    Marilyn Watts

    pág. 85