Table Of Content

INDEX TO VOLUME 35 OF THE JOURNAL OF ADVERTISING Ang, Swee Hoon, and Elison Ai Ching Lim. “The Influence of Chinese Generation X Consumers,” 35, 2 (Summer), of Metaphors and Product Type on Brand Personality 101-110. Perceptions and Attitudes,” 35, 2 (Summer), 39-53. Edwards, Steven M. See Carrie La Ferle. Areni, Charles S. See Ilona A. Berney-Reddish. Faseur, Tine, and Maggie Geuens. “Different Positive Feelings Arpan, Laura M. See Moonhee Yang. Leading to Different Ad Evaluations: The Case of Coziness, Bailey, Ainsworth Anthony. “A Year in the Life of the African- Excitement, and Romance,” 35, 4 (Winter), 129-142. American Male in Advertising: A Content Analysis,” 35, Feldman, David C., William O. Bearden, and David M. Hardesty. 1 (Spring), 83-104. “Varying the Content of Job Advertisements: The Effects of Balasubramanian, Siva K., James A. Karrh, and Hemant Message Specificity,” 35, 1 (Spring), 123-141. Patwardhan. “Audience Response to Product Placements: Fock, Henry K. Y. See Ka-shing Woo. An Integrative Framework and Future Research Agenda,” Franke, George R. See Charles R. Taylor. 35, 3 (Fall), 115-141. Franses, Philip Hans, and Bjgrn Vroomen. “Estimating Confidence Bang, Hae-Kyong. See Charles R. Taylor. Bounds for Advertising Effect Duration Intervals,” 35, 2 Barone, Michael J. See Paul W. Miniard. (Summer), 33-37. Bearden, William O. See Daniel C Feldman. Garber, Steven. See James N. Dertouzos. Berney-Reddish, Ilona A., and Charles S. Areni. “Sex Differences Geissler, Gary L., George M. Zinkhan, and Richard T. Watson. “The in Responses to Probability Markers in Advertising Claims,” Influence of Home Page Complexity on Consumer Attention, 35, 2 (Summer), 7-16. Attitudes, and Purchase Intent,” 35, 2 (Summer), 69-80. Biswas, Abhijit. See Dipayan Biswas. Geuens, Maggie. See Tine Faseur. Biswas, Dipayan, Abhijit Biswas, and Neel Das. “The Differential Gould, Stephen J., and Pola B. Gupta. “‘Come on Down’: How Eftects of Celebrity and Expert Endorsements on Consumer Consumers View Game Shows and the Products Placed in Risk Perceptions: The Role of Consumer Knowledge, Them,” 35, 1 (Spring), 65-81. Perceived Congruency, and Product Technology Orientation,” Granitz, Neil. See Stephen K. Koernig. 35, 2 (Summer), 17-31. Grier, Sonya A. See Anne M. Brumbaugh. Braun-LaTour, Kathryn A. See Robert F. Potter. Gupta, Pola B. See Stephen J. Gould. Brumbaugh, Anne M., and Sonya A. Grier. “Insights from a Hardesty, David M. See Daniel C. Feldman. ‘Failed’ Experiment: Directions for Pluralistic, Multiethnic Homer, Pamela Miles. “Relationships Among Ad-Induced Affect, Advertising Research,” 35, 3 (Fall), 35-46 Beliefs, and Attitudes: Another Look,” 35, 1 (Spring), Bruner, Gordon C., II. See Grace J. Johnson 55— 5. Burns, Kelli S., and Richard J. Lutz. “The Function of Format: Hu, Michael Y. See Jill K. Maher. Consumer Responses to Six On-line Advertising Formats,” Huang, Chun-Yao, and Chen-Shun Lin. “Modeling the Audience’s 35, 1 (Spring), 53-63. Banner Ad Exposure for Internet Advertising Planning,” Cho, Chang-Hoan, and HyoungKoo Khang. “The State of 35, 2 (Summer), 123-136. Internet-Related Research in Communications, Marketing, Huh, Jisu. See Denise E. DeLorme and Advertising: 1994-2003,” 35, 3 (Fall), 143-163. Hui, Michael K. M. See Ka-shing Woo. Chow, Cheris W. C., and Chung-Leung Luk. “Effects of Johnson, Grace J., Gordon C. Bruner II, and Anand Kumar. Comparative Advertising in High- and Low-Cognitive “Interactivity and Its Facets Revisited: Theory and Empirical Elaboration Conditions,” 35, 2 (Summer), 55—67. Test,” 35, 4 (Winter), 35-52. Das, Neel. See Dipayan Biswas. Karrh, James A. See Siva K. Balasubramanian. DeLorme, Denise E., Jisu Huh, and Leonard N. Reid. “Perceived Keum, Heejo. See Michelle R. Nelson. Effects of Direct-to-Consumer (DTC) Prescription Drug Khang, HyoungKoo. See Chang-Hoan Cho. Advertising on Self and Others,” 35, 3 (Fall), 47-65. Kim, Yeung-Jo. “The Role of Regulatory Focus in Message Dertouzos, James N., and Steven Garber. “Effectiveness of Framing in Antismoking Advertisements for Adolescents,” Advertising in Different Media: The Case of U.S. Army 35, 1 (Spring), 143-151. Recruiting,” 35, 2 (Summer), 111-122. Koernig, Stephen K., and Neil Granitz. “Progressive Yet Dinu, Lucian. See Moonhee Yang. Traditional: The Portrayal of Women Compared to That Dou, Wenyu, Guangping Wang, and Nan Zhou. “Generational of Men in E-Commerce Magazine Advertisements,” 35, 2 and Regional Differences in Media Consumption Patterns (Summer), 81-98. 154 The Journal of Adve rtising Kolbe, Richard H. See Jill K. Maher. Prendergast, Gerard, Douglas West, and Yi-Zheng Shi. “Advertising Koslow, Scott, Sheila L. Sasser, and Edward Riordan. Budgeting Methods and Processes in China,” “Do Marketers Get the Advertising They Need or the 165-176. Advertising They Deserve? Agency Views of How Clients Reichert, Tom. See Robert F. Potter. Influence Creativity,” 35, 3 (Fall), 81-101. Reid, Leonard N. See Denise E. DeLorme. Kumar, Anand. See Grace J. Johnson. Riordan, Edward A. See Scott Koslow. La Ferle, Carrie, and Steven M. Edwards. “Product Placement: How Rose, Randall L. See Paul W. Miniard. Brands Appear on Television,” 35, 4 (Winter), 65-86 Roskos-Ewoldsen, David R. See Moonhee Yang. LaTour, Michael S. See Robert F. Potter. Russell, Cristel Antonia, and Barbara B. Stern. “Consumers, Leigh, James H., George M. Zinkhan, and Vanitha Swaminathan Characters, and Products: A Balance Model of Sitcom “Dimensional Relationships of Recall and Recognition Product Placement Effects,” 35, 1 (Spring), 7-21 Measures with Selected Cognitive and Affective Aspects of Ruth, Julie A., and BernardL . Simonin. “The Powofe Nrumb ers: Print Ads,” 35, 1 (Spring), 105-122. Investigating the baitt of Event Roster Size in Consumer i, Fuan, and Paul W. Miniard. “On the Potential for Advertising Response to Sponsorship,” 35, 4 (Winter), 7—20. to Facilitate Trust in the Advertised Brand,” 35 + (Winter), Sasser, Sheila L. See Scott Koslow 101-112 Shi, Yi-Zheng. See Gerard Prendergast. Li, Hairong. See Steven S$. Wildman Simonin, Bernard L. See Julie A. Ruth Lim, Elison Ai Ching. See Swee Hoon Ang Stern, Barbara B. See Cristel Antonia Russell Lin, Chen-Shun See Chun-Yao Huang Swaminathan, Vanitha. See James H. Leigh. Lowrey, Tina M. “The Relation Between Script Complexity Taylor, Charles R., George R. Franke, and Hae-Kyong Bang Commercial Memorability,’ ee 3 (Fall), 7 1S “Use and Effectiveness of Billboards: Perspectives from Luk, Chung-Leung. See Cheris W. C. Chow Selective-Perception Theory and Retail-Gravity Models, Lutz, Richard J. See Kelli S. Burns 35, 4 (Winter), 21-34 Maher, Jill K., Michael Y. Hu, and Richard See Shintaro Okazaki Recall of Television Ad Elements: Vroomen, Byrn Philip Hans Franses. Audiovisual Effects,” 35, 1 (Spring) Wang, Guangping. See Wenyu Dou Manning, Kenneth C. See Paul W. Miniard Watson, Richard T. See Gary L Geissler Miniard, Paul W., Michael J.B arone, Randall I West, Douglas. See Gerard Pren dergast C. Manning. “A Further Assessment Wildman, Steven S., Hairong Li, and Philip M. Napoli Advertising( aimsO f Superiority « Introduction to the —— Section.” 35.2 (Summer + (Winter), 53-64 Woo, Ka-shit , Henry K. Y. Fock, and MichaelK . M. Hui Fuan Li Analysis of bakasiesaii Eftec ts in Affinity Marketing Napoli, Philip M. See Steven S. Wildm Case for Affinity Credit Cards,” 35, 3 (Fall), 103-113 Nelson, Michelle R., Ronald A. Yaros, Yang, Moonhee, David R. Roskos-Ewoldsen, Lucian “Examining the Influence of Telepresence and Laura M. Arpan. “The Effectiveness of Geen and Player P rocessing of Real and Fictitious Brands Advertising: Comparing C Students’ Explicit and Computer Game, t (Winter), 87—99 Memory for Brand Names,” 35, 4 (Winter) Okazaki, Shintaro, Charl Taylor, and Shaomi: “Advertising zation’s Positive I| mpact Id A. See Michelle R. Nelson Bottom Line: A Model of When and How Srandard ng, Yong, and George M. Zinkhan. “Responses to Humorous Improves Financial and Strategic Performance,” 35, Ads: Does Audience Involvement Matter?” 35, 4 (Winter), ty ae A&G 7 Patwardhan, Hemant. See Siva K. Balasubramania Zhou, Nan. See Wenyu Dou Potter, Robert F., Michael S. LaTour, Kathryn A. Brat Zinkhan, George M. See Gary L. Geissler and Tom Reichert. “The Impact of Program Context See James H. Leigh Motivational System Activation and Subsequent Effect Yong Zhang Processing a Fear Appeal,” 35, . See Shintaro Okazaki The following seewsopsceagee of Ownershi p, Management, and Circulation is provided in accordance with the requirementsc c ontained in 39 USC 3685. The Journal of Advertising blication no. 0091-3367) appears quarterly and the annual subscription pricei s $149.00. It is owned, managed, and published by M.E. Sharpe me. which is located at 80 Business Park Drive, Armonk, Westchester County, NY 10504-1715. Th e Owner and Publisher is Myron E a Sharpe, at the same addres s. The Editor is Russell N. Laczniak, c/o M.E. Sharpe Inc., 80 Business Park Drive, Aeteel NY 10504. The Managing Editor is Patricia A. Kolb, M E= Sh arpe Inc., 80 Business Park Drive, Armonk 10504. During the preceding twelve months, the average number of cx pies printed for each issue was 1,600; the average paid circulation ption) was 4' 1,346; the average free distribution, 46; the average number of copies distributed, 1,392. Corresponding figures fortt he issue publ st to the filing date: total number of copiesp rinted, 1,600; total paid circula- A tion (by mail subscription), 1,370; total free distribution, 59; total dis 1,429. Filed by Vincent Fuentes, Senior Vice-I President.