Editorial: Where's the Passion?
Arthur J. Kover
pág. 5
Sales Response to Outdoor Advertising
Mukesh Bhargava
págs. 7-18
Children and Attitude toward the Brand: A New Measurement Scale
Claude Pecheux
págs. 19-28
Factors Affecting In-market Recall of Food Product Advertising
Michael T. Ewing
págs. 29-33
The Use of Rhetorical Devices in Advertising
Gail Tom
págs. 39-41
Response Variation in E-Mail Surveys: An Exploration
Kim Bartel Sheehan
págs. 45-54
Out of the Lab And Into the Field: A Pilot Test of the Personal Portable Meter
Robert H. Patchen
págs. 55-68
'Mass Customization' Is Not An Oxy-Moron
Robert J. Lavidge
págs. 70-72
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