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Derived demand for advertising messages and substitutability among the media

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2003Is Military Advertising Effective? an Estimation Methodology and Applications to Recruiting in the 1980s and 90s19 cited
2001Intermedia Substitutability and Market Demand by National Advertisers18 cited
2006ALCOHOL ADVERTISING IN MAGAZINES: DO BEER, WINE, AND SPIRITS ADS TARGET YOUTH?

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16 cited

2007Media substitution in advertising: A spirited case study14 cited

2016The Substitutability of Network and National Spot Television Advertising8 cited