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Defining Advertising Goals for Measured Advertising Results · Study

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ArticleDefining Advertising Goals for Measured Advertising Results

Lester R. Frankel1964

Article1964

Defining Advertising Goals for Measured Advertising Results

Lester R. Frankel · Russell H. Colley

297 citations·0/0 files stored·Journal of Marketing Research

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Marketing and Advertising Strategies Digital Marketing and Social Media Consumer Market Behavior and Pricing

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2010Mind-Set Metrics in Market Response Models: An Integrative Approach 1987The Development of the Hierarchy of Effects: An Historical Perspective 2016Demonstrating the Value of Marketing 1966The Hypothesis of a Hierarchy of Effects: A Partial Evaluation 2013The impact of event marketing on brand equity 1985Effects of Humor in a Radio Advertising Experiment 2005Modeling Tourism Advertising Effectiveness 1998Disciplinary Impact of Advertising Scholars: Temporal Comparisons of Influential Authors, Works and Research Networks

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Year1964

Typearticle

Published1964-05-01

VenueJournal of Marketing Research

ISSN-L0022-2437

Languageen

Citations297

Files0 public / 0

ShelfMarketing and Advertising Strategies

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doi10.2307/3149932

openalex_workW2007679501

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