Advertising -online- Journals
This journal is owned and published by the American Academy of Advertising, and AAA Members in good standing receive this journal as a Member benefit.
Members of the American Academy of
Advertising receive a subscription to the Journal of
Advertising as part of their membership dues. The journal is published quarterly.
The Journal of
Advertising (JA) is the premier academic publication covering significant intellectual development pertaining to
advertising theories and their relationship with practice. The goal of the journal is to provide a public forum that reflects the current understanding of
advertising as a process of communication, its role in the changing environment, and the relationships between these and other components of the
advertising business and practice. All papers published in the journal go through a rigorous, double-blind, peer-review process. Queries regarding the appropriateness of a topic and its fit with the scope of the journal may be sent to the editor by e-mail.
The fracturing of the
media landscape has created an increasingly compelling arena for research involving cross-media effects. Results show that
advertising on multiple platforms creates higher ROI than using only a single platform. The problem that must be recognized is that research has indicated that allocation criteria under conditions of synergy differ from traditional allocation criteria. This can be seen in such strategies as allocating marginal dollars to the least-effective medium.
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