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• 1997From “Frequency” to “Continuity”—Is It a New Dawn?60 cited
• 2013Is the Multi-Platform Whole More Powerful Than Its Separate Parts?55 cited
• 2015Creative That Sells: How Advertising Execution Affects Sales49 cited
• 2014Ambient advertising characteristics and schema incongruity as drivers of advertising effectiveness43 cited
• 2001Estimating Differential Lag Effects for Multiple Media across Multiple Stores39 cited
• 2016What Makes a Television Commercial Sell?Using Biometrics to Identify Successful Ads37 cited
• 2000Advertising effectiveness measurement : intermediate constructs and measures37 cited
• 2016An fMRI study of advertising appeals and their relationship to product attractiveness and buying intentions36 cited
• 2009What matters most in advertising campaigns?36 cited
• 1995Single-Source Research Begins to Fulfill Its Promise35 cited
• 1995When Does Advertising Have an Impact? A Study of Tracking Data33 cited
• 2003Long-Term Effects of Television Advertising on Sales of Consumer Durables and Nondurables--The Case of China32 cited
• 2007Market Access Costs and the New Consumers Margin in International Trade31 cited
• 1998Advertising Wearin and Wearout: Ten Years Later—More Empirical Evidence and Successful Practice