Journal of Advertising Research

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  Año 1993, Vol. 33, Número 2

  • Lurking behind the ice cubes

    William A. Cook

    págs. 7-8

    

  • Public perceptions of subliminal advertising: Why practitioners shouldn't ignore this issue

    Kirk H. Smith, Martha Rogers

    págs. 10-18

    

  • Comparative advertising: What have we learned in two decades?

    Thomas E. Barry

    págs. 19-29

    

  • Competitive versus noncompetitive clutter in television advertising

    Robert Kent

    págs. 40-46

    

  • Small-business executive responses to accountant print ads

    Richard L. Ott, David M. Andrus

    págs. 47-56

    

  • Camera shot length in tv commercials and their memorability and persuasiveness

    Michael Logan, James MacLachlan

    págs. 57-61

    

  • Analysis of print ad features: Services versus products

    Rajshekhar G. Javalgi, Bob D. Cutler

    págs. 62-69

    

  • Untitled

    pág. 70

    

  • Some observations on the first year of observations and a call for papers

    Arthur J. Kover

    pág. 72

    

  • Observations: Are cents-off coupons effective?

    K.J. Cheong

    págs. 73-78