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The business landscape has changed fundamentally. The pecking order is up for grabs. Are you operating in a fog of uncertainty? That’s The New Normal. Re:think 2010, The ARF 56th Annual Convention + Expo, is the global nexus of The New Normal — driving innovation, cracking the transformation code and preparing you for tomorrow’s ever-changing environment. Change may be the new norm, but it is full of newopportunities if you Re:think.

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THE ARF 56TH ANNUAL CONVENTION + EXPO3.22.10–3.24.10 • NYC

10_ARF_MRA_01.indd 1 2/9/10 7:26:53 PM

March 2010Volume 50, No. 1

CONTENTS

Editorial:IsAnybodyListening? Geoffrey Precourt

Viewpoint:Media—NoLongertheCabooseJoel Rubinson

Commentary:HowMorePreciseMagazineInputsCanImproveMediaMixModeling—TheImpactofMoreBalancedMetricsonROIJames Collins, David Dixon, Wayne Eadie, Mark Reggimenti, David Shiffman, Julia Soukhareva, Judy Vogel, and Britta Ware

IsAnybodyListening? TheValueofListening:HeedingtheCalloftheSnuggie

David Wiesenfeld, Kristin Bush, and Ronjan Sikdar

ThePowerofAtlas:WhyIn-StoreShoppingBehaviorMattersJacob Suher and Herb Sorensen

PuttingListeningtoWork:TheEssentialsofListeningStephen D. Rappaport

CanOldMediaEnhanceNewMedia?HowTraditionalAdvertisingPaysOffforan Online SocialNetworkMarkus Pfeiffer and Markus Zinnbauer

FinancialMarketsandMarketing:TheTradeoffbetweenR&DandAdvertisingduringan EconomicDownturnSurinder Tikoo and Ahmed Ebrahim

ChangesinSocialValuesintheUnitedStates,1976–2007:“Self-Respect”IsontheUpswingas“ASenseofBelonging”BecomesLessImportantEda Gurel-Atay, Guang-Xin Xie, Johnny Chen, and Lynn Richard Kahle

CostPerSecond:TheRelativeEffectivenessof15-and30-SecondTelevisionAdvertisementsKate Newstead and Jenni Romaniuk

ArtfortheSakeoftheCorporation:Audi,BMWGroup,DaimlerChrysler,Montblanc,Siemens,andVolkswagenHelpExploretheEffectof SponsorshiponCorporateReputationsManfred Schwaiger, Marko Sarstedt, and Charles R. Taylor

What’sUp?ExploringUpperandLowerVisual Field Advertising EffectsKendall Goodrich

JOURNAL OF ADVERTISING RESEARCH IS ANYBODY LISTENING?

VOL. 50, NO. 1 MARCH 2010