What do we know about peer-to-peer advertising?

Abstract

In his editorial, Geoffrey Precourt looks into JAR volume 54, issue 2 and looking at the papers, he discusses the difficulty of measuring peer-to-peer advertising quantitatively, the "moment of truth" and the use of comedic violence in advertising. Precourt also introduces JAR's new co-executive editors: John B. Ford and Jenni Romaniuk. © Advertising Research Foundation 2014.