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Building Better TV Schedules: New Light from the Single Source

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References

1994The Effects of Advertising on Brand Switching and Repeat Purchasing256 cited
1971What is the short-term effect of advertising?38 cited

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1999Client-Agency Perspectives of Information Needs for Media Planning25 cited
2021Fear in Adland: How Client Risk Aversion and Agency Clientelism Limit the Development of Great Creative Campaigns21 cited
2015The Impact of Price-Based and New Product Promotions on Fast Food Restaurant Sales and Stock Prices20 cited
2008Affluent female consumers and fashion involvement16 cited
2000What do advertisements really do for brands?16 cited
2005How Behavioral Primacy Interacts with Short-Term Marketing Tactics to Influence Subsequent Long-Term Brand Choice15 cited
2006The effects of print vs TV advertising, documented using short-term advertising strength (STAS) measures11 cited
2004Ad and Brand Recognition in Radio Spots10 cited

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