FROM THE EDITOR
pág. 5
THE RELATION BETWEEN SCRIPT COMPLEXITY AND COMMERCIAL MEMORABILITY
págs. 7-15
ADVERTISING STANDARDIZATION'S POSITIVE IMPACT ON THE BOTTOM LINE
págs. 17-33
INSIGHTS FROM A "FAILED" EXPERIMENT
págs. 35-46
PERCEIVED EFFECTS OF DIRECT-TO-CONSUMER (DTC) PRESCRIPTION DRUG ADVERTISING ON SELF AND OTHERS
págs. 47-65
THE IMPACT OF PROGRAM CONTEXT ON MOTIVATIONAL SYSTEM ACTIVATION AND SUBSEQUENT EFFECTS ON PROCESSING A FEAR APPEAL
págs. 67-80
DO MARKETERS GET THE ADVERTISING THEY NEED OR THE ADVERTISING THEY DESERVE?
págs. 81-101
AN ANALYSIS OF ENDORSEMENT EFFECTS IN AFFINITY MARKETING
págs. 103-113
AUDIENCE RESPONSE TO PRODUCT PLACEMENTS
págs. 115-141
THE STATE OF INTERNET-RELATED RESEARCH IN COMMUNICATIONS, MARKETING, AND ADVERTISING: 1994-2003
págs. 143-163
ADVERTISING BUDGETING METHODS AND PROCESSES IN CHINA
págs. 165-176
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