As the reader is aware, topics for the forthcoming issues of the
Journal of Advertising Research (JAR) through the end of
2006 were selected in early 2004. After joining the editorial team in late
2004 and seeing that I would be the editorial steward for an issue on
“Drivers of Brand Growth,” I immediately asked myself,
“Does this mean ‘the drivers of growth in sales and earnings
for branded products and services’ or ‘drivers of growth in
the health or equity of brands’”? Realizing just as quickly
that the answer was, as a sophomoric logician might quip,
“Yes,” I decided that this would be a rare opportunity to
bring these two streams of research and thought together for our readers
and enable them to envision what Gerry Tellis calls “a deep,
comprehensive and insightful picture of how advertising really
works”—a picture resulting from a careful interlacing of
“the econometric paradigm” and “the behavioral
paradigm.”