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Spring 2010

Advergames: the Impact of Brand Prominence and Game Repetition on Brand Responses

Verolien Cauberghe and Patrick De Pelsmacker

The Impact of Regulatory Focus, Temporal Orientation, and Fit on Consumer Responses to Health-Related Advertising

Jeremy Kees, Scot Burton and Andrea Heintz Tangari

How are Children's Attitudes toward Ads and Brands Affected by Gender-Related Content in Advertising?

Aysen Bakir and Kay M. Palan

The Impact of Comedic Violence on Viral Advertising Effectiveness

Mark R. Brown, Roop K. Bhadury andNigel K. Ll. Pope

The Residual Impact of Avoided Television Advertising

Steven Bellman, Anika Schweda and Duane Varan

Understanding Attitudes toward and Behaviors in Response to Product Placement: A Consumer Socialization Framework

Federico de Gregorio and Yongjun Sung

Integrating Advertising and Publicity: A Theoretical Examination of the Effects of Exposure Sequence, Publicity Valence, and Product Attribute Consistency

Jooyoung Kim, Hyejin Yoon and Sunyoung Lee

Creative Leaders: 30 Years of Big Ideas

Christy Ashley and Jason D. Oliver