Note to Contributors

The mission of the Journal of Advertising Research is to enhance the state of the art of advertising research by providing a forum for sharing research findings, their applications, statements of need, and avenues of solution. Its primary audience is the practitioner—at all levels. The JAR encourages dialogue between practitioners and academics to expand the scientific body of knowledge about advertising research and to facilitate the translation of that knowledge into the practice of advertising and its research.

Types of Articles

It is preferable that the subject of the research has news value and isn’t obvious or irrelevant to practitioners. First preference is given to articles which report actual field or laboratory research to document the authors’ assertions or offer models and analyses of substantive or widely-recognized data sets. Case studies are acceptable if they are representative of a broad set of circumstances affecting JAR readers. Point-of-view articles are published when the issues addressed are relevant to a large segment of the JAR readership. These articles should be thoughtful and considerate of the diversity of views represented by the broad JAR constituency. Short technical notes will probably not be published unless they have unusual news value and fit into the shorter article format of the OBSERVATIONS section.


Sampling populations used should offer sufficient breadth of generalizability of the findings to ensure relevance for practitioners. Research with student populations usually fails to provide that. Sample size should be large enough that the findings have a high likelihood of being able to be replicated. It should also be adequately large that differences big enough to be of practical importance are likely to be found statistically significant. Authors should make clear what the sampling frame was, why it was selected, and what the response rate was. We encourage the identification by name of places where studies were executed.

Statistical Significance

The Neyman-Pearson approach to statistical deduction will be followed. Null hypotheses should be established and statistical tests used to reject them and accept or implicitly support the alternative hypotheses. Unless the author offers a reasonable argument for a different level of significance, the standard alpha = .05 will be used for all tests.


It is recommended, though not required, that a background description be provided in the introductory portion of the manuscript (e.g., industry needs, previous solution attempts, contributions to the industry, and objectives of the present research). Short simple sentences and paragraphs, clear logical flow, and ample use of subheadings reduce the reader’s workload and improve readability. Methodological, theoretical, and statistical jargon should be minimized. Literature reviews frame the present study and provide additional sources of reference for interested readers, but they should be kept current. It is important that the findings themselves and the authors’ interpretations of those findings be distinguishable. It is not essential to have separate Results and Discussion sections, but separating those topics adds clarity. Short, impactful titles draw in more readers. Practical suggestions and a concise summary make the Conclusions section more actionable and memorable.

Editorial Review

Manuscripts are submitted to blind review. An academic and a practitioner reviewer are sent a copy of the manuscript without author identification along with a brief questionnaire. If either reviewer recommends rejection of the manuscript, it will usually be turned down. The authors’ names should not appear in the title page or text of your manuscript. Author information should be included in a cover letter, including any acknowledgment of financial or technical assistance.-


Each paper should be summarized by an abstract of 100 words or less that should enable any reader of the JAR to know what it is about.

Tables and Figures

Tables and figures should have titles and be numbered consecutively. Indicate in the text where you wish these to appear. Type tables and figures on separate sheets of paper: do not include them in the main body of the text. If there is complicated artwork, this should be provided in camera-ready form.


Do not use footnotes. All references should be included and listed alphabetically by author’s last name at the end of the paper in the reference section. In making reference to those sources in the text, use authors’ last names and date only in parentheses. Example: (Cox and Enis, 1969).

Diskette Submissions

Authors should submit the final, accepted version of their manuscript on a 3 ½” diskette. Microsoft Word is preferred. Illustrations (i.e., tables and figures) should be submitted in a separate directory on the same diskette as the article. Each file should be named with author’s last name (or the first seven letters of the last name), followed by a single digit number then a period, plus a three-letter extension such as “doc” or “xls”. Label all diskettes with your name, the title of your article, and the file name.