Resources
The following is a list of articles and books on the subject of various theories and models of advertising.
Books
- Colin McDonald. What is the Short-term Effect of Advertising?. Marketing Science Institute – 1971 (Book)
- Michael J. Naples. Effective Frequency. (Paperback)
- A Sawyer and S Ward. Carry-over Effects in Advertising Communication: Evidence and Hypotheses from Behavioral Science. Marketing Science Institute. 1976 (Book)
Articles
Batra, Rajeev, Donald R. Lehmann, Joanne Burke, and Jae Pae. “When Advertising Have An Impact? A Study of Tracking Data.” Journal of Advertising Research 35, 5 (1995): 19-32
Chessa, Antonio, and Jaap Murre. “A new memory model for ad impact and scheduling. Think of media impacts as incidents of learning. Then apply the maths of learning theory, and, hey presto! Guidelines for scheduling appear.” Admap, 36(3; ISSU 145), 37-40.
Craig, C. Samuel, Brian Sternthal, and Clark Leavite. “Advertising Wearout: An Experimental Analysis.” Journal of Marketing Research 13, 4 (1976): 356-372
Lawrence D. Gibson. “What Can One TV Exposure Do?” Journal of Advertising Research, Vol. 36, 1996
Stephen J. Hoch, and John Deighton. “Managing What Consumers Learn from Experience.” Journal of Marketing, Vol. 53, No. 2 (Apr., 1989), pp. 1–20
John Philip Jones. “Ad Spending: Maintaining Market Share.” Harvard Business Review 68, 1 (1990): 38-41
John Philip Jones. “Single-Source Research Begins to Fulfill Its Promise.” Journal of Advertising Research, Vol. 35, 1995
Herbert E. Krugman. “The Impact of Television Advertising: Learning Without Involvement” Public Opinion Quarterly, volume 29, page 349, 1965.
Herbert E. Krugman. “Why Three Exposures May Be Enough.” Journal of Advertising Research 12, 6 (1972): 11-14
Leonard M Lodish, Magid Abraham, Stuart Kalmenson, Jeanne Livelsberger, Beth Lubftkin, Bruce Richardson, and Mary Ellen Stevens. “How TV Advertising Works: A Meta-Analysis of 389 Real World Split Cable TV Advertising Experiments.” Journal of Marketing Research 32, 2 (1995): 125-139
Deborah MacInnis, Ambar Rao, Bernard Jaworski. “Advertising Context, Consumer Response and Brand Sales: Findings from Split-Cable Television Experiments.” Working Paper. University of Southern California, 1997
Cornelia Pechmann and David W. Stewart. “Loyalty and Brand Purchase: A Two Stage Model of Choice." Journal of Marketing Research 25, 2 (1988)
Cornelia Pechmann and David W. Stewart. “Advertising Repetition: A Critical Review of Wearin and Wearout.” Journal of Current Issues and Research in Advertising 11, 2 (1992): 285-330
Gerard J. Tellis. “Advertising Exposure, Loyalty and Brand Purchase: A Two Stage Model of Choice.” Journal of Marketing Research 25, 2 (1988) 138-144
Hubert A. Zielske. “The Remembering and Forgetting of Advertising.” Journal of Marketing, Vol. 23, No. 3 pp. 239–243 (Jan., 1959)
Read more about this topic: Effective Frequency
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