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[Figure][1] Since 1960, the Journal of Advertising Research ( JAR ) has delivered cutting-edge, impactful research to advertising scholars and practitioners. That work has reflected not only the continuing theoretical evolutionary advancement of knowledge but also has provided answers to a

[Figure][1] Once upon a non-digital time ago, advertising and marketing research was every bit as rich and useful as it is today, but far less dense. New platforms and tools unimagined even a decade ago have generated insights and understanding that literally will reshape the challenges of

This issue of the Journal of Advertising Research contains eight studies that span a wide variety of topics, from causality in sales lift from television advertising to an updated approach to the FCB grid. You’ll also learn about the role of consumer insight in the creative process, price premiums

This issue of the Journal of Advertising Research ( JAR ) contains ten studies that range across a wide variety of topics, from an overview of key marketing-research topics through a bibliographic study of 60 years of the JAR to the effectiveness of television advertising, and a number of indices of

[Figure][1] The Journal of Advertising Research ( JAR ) has been a cutting-edge venue for advertising research for more than 60 years (nearly 250 issues, if you're counting). The range of topics has never been richer and, with bourgeoning platforms steeped in evolving algorithms and

[Figure][1] Gender and Advertising is a subject that has been a part of my life for most of my academic career. The issue of how women are being portrayed in ads has been top of mind since the 1970s, when disparities in societal roles and depictions in advertising were examined. At the time

[Figure][1] The quantification of creativity in advertising is an ongoing challenge that seems to remain just beyond the grasp of proper marketing research. The good news is that both academics and practitioners are closing the gap between execution and evaluation, and four papers in a

[Figure][1] As the field of marketing research grows ever more diverse, it's imperative that the stewards of thought leadership speak with a clear, consistent, and succinct voice. To that end, the editors of the Journal of Advertising Research have regularly refined a series of formal

[Figure][1] For decades, advertising researchers relied on perceptual surveys for insights into the effects of advertisement exposure on consumer perceptions. The problem with such measures: Intention and action are not linked. Consumers may suggest that the advertisement made an emotional

[Figure][1] In the digital age, precision in segmentation and targeting has immense potential. But more information doesn't necessarily translate into better information, and there are many questions about the quality of big data. In the first of a series of papers in a special “What We

[Figure][1] With the proliferation of new vehicles as entertainment options, multiple screens are cutting into the traditional lock that traditional TV has held on viewers. Marketers have options unimagined a decade ago for digital-video advertising as an advertising medium of choice. To

This study provides a survey of the methods used by U.S. advertisers to set advertising and promotions budgets and the effects of culture, risk, and organizational experience on these choices. Findings suggest that heuristics provide checks on analytically based budget methods and may also help managers deal with risks. Understanding the role played by heuristics in budgeting provides the first step toward process improvements in advertising and promotions budgeting.

[Figure][1] Digital attribution sounds rather simple in that it involves isolating advertising tactics and assessing their impact on consumer decision making. But in a complex digital environment, advertisers must navigate through a variety of consumer platforms and touch points to find the

[Figure][1] There is little doubt that a tie-in between a brand and a special event can be quite lucrative. Although past research often has shown that advertising typicality (how well an advertisement is seen to be representative of a particular product category) creates positive

[Figure][1] Amazon has shocked the retailing world with its sophisticated data-analysis mechanisms, which examine every customer interaction and, in turn, create optimal changes in its marketing mix. The path to purchase will never be the same. In this issue's special section, “What We

Marketers frequently evoke personal nostalgia in their advertising. To date, scales have been developed to measure the propensity to get nostalgic but not the actual dimensions of personal nostalgia. Results from four studies show that advertising-evoked personal nostalgia comprises four correlated but distinct dimensions: past imagery, positive emotions, negative emotions, and physiological reactions. This multidimensional scale showed a high level of validity and reliability. Moreover, due to careful choice of sampling frames, the study demonstrates a high level of external generalizability. Evaluating nostalgia-based advertising using the study9s multidimensional scale may provide marketers with strategic insights for developing and fine-tuning advertising aimed at inducing nostalgia among consumers.

[Figure][1] Celebrity endorsement in advertising is grounded in a common marketing assumption: Corporations have realized for some time that celebrity endorsers can enhance advertisement credibility and liking as well as brand image, awareness, and purchase behavior. Celebrities have built

[Figure][1] As the number of submissions to the Journal of Advertising Research ( JAR ) continues to increase, the time has come for us to step up our peer-review process with the addition of a group of Associate Editors (AEs), who will be given oversight of manuscripts that match their

[Figure][1] Everywhere we look, it is immediately obvious how much the mobile phone is an integral part of daily life. Yet, the medium is still relatively new to advertising research, particularly among academics who have devoted recent years of study to this topic addressed in this issue's

Graphic sexual appeals grab attention but the advertising literature suggests that these messages are far from a “magic bullet.” Using a large national panel ( N = 1,506), the current research manipulated levels of nudity in fragrance ads and assessed key constructs including Sexual Self Schema, Sensation Seeking, and dimensions of the Reidenbach-Robin Multi-dimensional Ethics Scale to determine which factors best account for individual response. Findings indicate that elements of all three variables were important predicators of viewers9 emotional, attitudinal, and behavioral responses, especially as nudity increased. The results elucidate key factors for managerial action when incorporating sexual appeals in brand building.

The primary “international advertising” topic over the past five decades is the question of whether, and to what degree, advertising can and should be standardized. This article begins with a discussion of the cumulative findings of this stream of research, followed by a look at major theories that have been applied to international advertising research, with a special focus on the application of culture9s use as a conceptual basis for advertising studies. An exploration of the recent trend toward considering advertising in the context of global branding strategies is followed by a discussion of methodological issues in international advertising research, focusing on problems that have been identified and “best practices” for researchers in overcoming these problems.

The authors find that appeals for charity that evoke personal nostalgia will have an effect on the charitable-donation intentions of consumers. In study 1 (with 103 respondents), nostalgic charity appeals evoke higher levels of emotions and donation intentions than non-nostalgic appeals. Study 2 (457 respondents) indicates that this effect is moderated by the consumer9s propensity towards being nostalgic. In study 3 (sample: 186 consumers), the effect of nostalgia emotions and intentions is, in turn, moderated by the importance of the memory evoked. Nostalgia-based charity appeals work better when they evoke important memories for the consumer. The results indicate that advertising/fund-raising professionals can effectively use nostalgia to stimulate donations.