Call for papers:  Advertising Effectiveness in a Cross Platform Context

 

Journal of Advertising Research

 

The new editorial team, in conjunction with the Advertising Research Foundation’s research priorities, would like to put out a call for research regarding cross-platform advertising effectiveness to be published in JAR in 2015.

 

To be considered, papers should be about advertising theory and practice, and consider more than one media platform as an integral part of the paper.  Given our strong practitioner readership, particular emphasis is on practitioner implications of the research findings.

 

The following list is an indicative, but not exhaustive, list of areas where we are seeking submissions:

 

ü       Digital strategy and TV advertising integration

ü       Reach and Frequency planning in a multi-platform world

ü       Ethnographic studies that examine audience multi-platform usage behavior

ü       Cross-platform combinations – are some better/worse than others?

ü       Creative factors that contribute to cross platform success

ü       Effective brand execution changed in a cross platform environment

ü       Does the media consumption context influence audience receptiveness?

ü       Brand equity measurement in a multi-platform environment

ü       The role of mobile in a cross-platform mix

 

Maximum length for papers is 6,000 words, with shorter papers encouraged.  Authors can use appendices for material useful, but not central to the paper. 

 

The best paper submitted may be invited to present their research at an ARF conference to showcase their research to a wide practitioner audience.  The submission deadline to be considered for this opportunity is December 30th 2014.

 

Any questions or to submit abstracts for feedback – please contact the Executive Editors:  Professor John B.  Ford ([log in to unmask]) and Professor Jenni Romaniuk ([log in to unmask]) .