• Journal of Advertising
• Journal of Advertising Research
• International Journal of Advertising
• Journal of Interactive Advertising
• Proceedings of the AAA

• Journal of Marketing
• Journal of Marketing Research
• Journal of Consumer Research
• Advances in Consumer Research
• Journal of Computer-Mediated Communication

The Journal of Advertising (JOA) is one of the most popular academic journals in the field of advertising. JOA is published quarterly by the American Academy of Advertising. This journal mostly deals with the development of advertising theory and its relationship to advertising practices and processes. Virtually every aspect of advertising research, either quantitative or qualitative, is evenly published in this journal.

Actually, The Journal of Advertising Research (JAR) is the first journal I refer to whenever I need information about a research topic. JAR is published bimonthly by the Advertising Research Foundation (ARF). Most articles in this journal are quantitative studies so that a good knowledge of statistics is required to fully understand what's going on in this journal. Since the late 90's, this journal has devoted a considerable portion of its contents to new media studies, especially online ads.

As its name indicates, The International Journal of Advertising (IJOA) emphasizes the global perspectives of advertising. IJOA is published quarterly by the British Advertising Association(AA). Therefore, most articles in IJOA are contributed by scholars all around the world. The popular topics of this journal are cultural differences between countries, the effectiveness of international advertising, and global consumer behavior.

The Journal of Interactive Advertising (JIAD) is the first online journal in the academic field of advertising. JIAD is published quarterly by the two great scholars of online advertising: Dr. John D. Leckenby ( The University of Texas at Austin) and Dr. Hairong Li (Michigan State University). If you are interested in the development of knowledge about Internet advertising as well as interactive communication, this journal should be the resource you turn to first.

Every year the American Academy of Advertising (AAA) holds an annual conference at which research findings and theories concerning advertising are presented by faculties as well as students in the academic field of advertising. Following each annual meeting, the papers presented at that meeting are compiled into this printed book. Since all the papers are categorized by topics, this can be a very useful resource to get an up-to-date research topic when you start from scratch.

The Journal of Marketing (JM), established in 1936, is one of the representative journals of the American Marketing Association (AMA). JM provides information on all aspects of marketing that present various ideas and theories of marketing thought and practice. In my opinion, the articles in JM seem to be more practical than those in the Journal of Marketing Research or the Journal of Consumer Research because JM intends to provide a kind of conceptual mapping of marketing applications, while the other two journals try to offer systematic explanations for the observations that relate to a particular aspect of marketing.

If you are a real stat-savvy person who is familiar with all the puzzling Greek letters, the Journal of Marketing Research (JMR) is for you. JMR is a quarterly publication that is also published by the AMA. Since this journal is published for the technically oriented professional researcher or academician, it is very difficult to fully understand most articles in JMR, but it is also a very useful information source to identify the applications of various advanced statistical methods to marketing.

The Journal of Consumer Research (JCR) is the most popular journal in the field of consumer behavior. Considering the complexity of understanding consumer behavior, it is natural that JCR contains articles spanning fields such as psychology, marketing, sociology, economics, and anthropology. With respect to the effects of advertising on audiences, this journal provides various topics about either micro-level processes or macro-level issues.

Similar to the proceedings of the AAA, this is also a proceeding of the annual conference of the Association for Consumer Research (ACR). This proceeding is devoted to advancing consumer behavior as a dynamic discipline by disseminating knowledge generated and contributed by scholars from a variety of backgrounds, mostly marketing or psychology. It publishes numerous presented papers (This is a bulky book like a telephone book!), providing advanced thoughts and practices in the discipline of consumer behavior.

Founded in 1995, the Journal of Computer-Mediated Communication (JCMC) is one of the earliest online journals in the academic field of mass communication. Since JCMC organizes most of the published articles into special issues, such as "Electronic Commerce and the Web" or "Computer-Mediated Markets," it is very convenient to find any CMC-related topic according to certain research interests. However, it is also somewhat inconvenient to read an article online or to print out the article because it takes, at least, more than fifteen sheets of paper to print one whole article...