Journal of Advertising Research

the mission of the journal of advertising research (jar) is to act as the research and development vehicle for academics and professionals in all areas of marketing including media, research, advertising and communications. published by warc for the arf, the jar provides a forum for sharing findings, applications, new technologies and methodologies, and avenues of solution. its primary audience is academics, as well as the practitioner at all levels of practice. the advertising research foundation began publishing the journal of advertising research in 1960, and since its inception it has become one of the seminal journals in the industry. the jar encourages dialogue between practitioners and academics to expand the scientific body of knowledge about all facets of marketing and advertising research, and to facilitate translation of that knowledge to support the arf’s mission of ‘effective business through research and insights’. the journal is read by practitioners in the field of ad