356 Managing Media and Advertising Change with Integrated Marketing BOBBY J. CALDER and EDWARD C. MALTHOUSE

362 Sequence Matters: A More Effective Way to Use Advertising and Publicity MARSHA D. LODA and BARBARA CARRICK COLEMAN

373 An IMC Approach to Event Marketing: The Effects of Sponsorship and Experience on Customer Attitudes JULIE Z. SNEATH, R. ZACHARY FINNEY, and ANGELINE GRACE CLOSE

382 Consumer Responses to Interactive Advertising Campaigns Coupling Short-Message-Service Direct Marketing and TV Commercials RANDOLPH J. TRAPPEY III and ARCH G. WOODSIDE

402 The Effects of Expert and Consumer Endorsements on Audience Response ALEX WANG

413 Brand Equity Implications of Joint Branding Programs ED LEBAR, PHIL BUEHLER, KEVIN LANE KELLER, MONIKA SAWICKA, ZEYNEP AKSEHIRLI, and KEITH RICHEY