EDITORIAL
Editorial: Robert K. Merton
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- Published online by Cambridge University Press:
- 18 August 2003, p. 137
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Research Article
Practitioners' Evolving Views on Product Placement Effectiveness
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- 18 August 2003, pp. 138-149
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Business Perceptions of the Role of Billboards in the U.S. Economy
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- 18 August 2003, pp. 150-161
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Highly Coupon and Sale Prone Consumers: Benefits Beyond Price Savings
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- 18 August 2003, pp. 162-172
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The Contribution of Direct Mail Advertising to Average Weekly Unit Sales
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- 18 August 2003, pp. 173-179
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Media and Message Effects on DTC Prescription Drug Print Advertising Awareness
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- 18 August 2003, pp. 180-193
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Consumer Response to Print Prescription Drug Advertising
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- 18 August 2003, pp. 194-206
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Developing a Scale to Measure the Interactivity of Websites
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- 18 August 2003, pp. 207-216
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Effects of Configuration and Exposure Levels on Responses to Web Advertisements
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- 18 August 2003, pp. 217-229
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POINT OF VIEW
How Advertising Affects Consumers
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- 18 August 2003, pp. 230-234
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Research Article
Account Planning: Current Agency Perspectives on an Advertising Enigma
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- 18 August 2003, pp. 235-245
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MANAGEMENT SLANT
Management Slant
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- 18 August 2003, pp. 247-250
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