Upload
others
View
7
Download
0
Embed Size (px)
Citation preview
March 2011Volume 51, No. 1
The Future of Marketing Research
Editorial: The Future of Marketing Research Geoffrey Precourt
Guest Editorial: The Shape of Marketing Research in 2021 Anca Cristina Micu, Kim Dedeker, Ian Lewis,Robert Moran, Oded Netzer, Joseph Plummer, and Joel Rubinson
Commentary: Evidence Proves The Future Is Now—Why Great Creative Needs Great Research Eileen Campbell
Tracking Back-Talk in Consumer-Generated Advertising: An Analysis of Two Interpretative Approaches Colin Campbell, Leyland F. Pitt, Michael Parent, and Pierre Berthon
Online Persuasion: How the Written Word Drives WOM—Evidence from Consumer-Generated Product Reviews Jin Li and Lingjing Zhan
Friends, Fans, and Followers: Do Ads Work on Social Networks? How Gender and Age Shape Receptivity David G. Taylor, Jeffrey E. Lewin, and David Strutton
Hulu.com or NBC? Streaming Video versus Traditional TV: A Study of an Industry in its Infancy Kelty Logan
The Appeal of Reality Television for Teen and Pre-teen Audiences: The Power of “Connectedness” and Psycho-demographics Anthony Patino, Velitchka D. Kaltcheva, and Michael F. Smith
The Bluetooth Enigma: Practicalities Impair Potential—Awareness is High. Can Usage Be Higher? Antje Cockril l , Mark M. Goode, and Amy White
Following the Fashionable Friend: The Power of Social Media—Weighing the Publicity Effectiveness of Blogs versus Online Magazines Jonas Colliander and Micael Dahlén
Pitting the Mall Against the Internet in Advertising-Research Completion: Internet Panels are More Popular. Are They More Effective? Thomas Maronick
JOURNAL OF ADVERTISING RESEARCH THE FUTURE OF MARKETING RESEARCH
VOL. 51, NO. 1 MARCH 2011
On your brand. On your consumers. On your bottom line.
At Millward Brown, everything we do is focused on making an
impact. We’ve spent decades using our insights and expertise to
solve the most complex business challenges and help companies
around the world connect with consumers, build their brands and
maximize the ROI of their marketing efforts. To learn more about how
we can help you make an impact, visit www.millwardbrown.com.
DATE: 02/07/11 FILE NAME: MB Global Ad_NA_JAR.indd
SIZE TRIM: 8.5” x 11” OUTPUT AT 100%INK: 4c FONTS:Interstate Light; Interstate BoldUnivers Family (Slug Only)
CLIENT: Millward Brown JOB NAME: MB Global Ad_NA_JAR.indd
ELEMENT: Full Page Ad
AD: PM PRODUCTION: PM AE: CS / KK
ALTAMIRA25 SYLVAN ROAD SOUTHWESTPORT, CT 06880TEL: 203 - 227 - 1445 x306FAX: 203 - 227 - 1909
APPLICATION: Adobe inDesign
VERSION: CS/5
JOB NO:
CLIENT NO:
MB Global Ad_NA_JAR.indd 1 2/7/11 11:55 AM