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Defining Advertising Goals for Measured Advertising Results
0 references·16 citing·55 second hopsampled
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  • 2010Mind-Set Metrics in Market Response Models: An Integrative Approach272 cited
  • 1987The Development of the Hierarchy of Effects: An Historical Perspective232 cited
  • 2016Demonstrating the Value of Marketing217 cited
  • 1966The Hypothesis of a Hierarchy of Effects: A Partial Evaluation214 cited
  • 2013The impact of event marketing on brand equity208 cited
  • 1985Effects of Humor in a Radio Advertising Experiment202 cited
  • 2005Modeling Tourism Advertising Effectiveness175 cited
  • 1998Disciplinary Impact of Advertising Scholars: Temporal Comparisons of Influential Authors, Works and Research Networks173 cited
  • 2014The effect of digital signage on shoppers' behavior: The role of the evoked experience171 cited
  • 2008Measuring the Effectiveness of Sponsorship of an Elite Intercollegiate Football Program166 cited
  • 1996The inevitability of integrated communications150 cited
  • 1987Associative Positioning Strategies through Comparative Advertising: Attribute versus Overall Similarity Approaches145 cited
  • 2001Sponsorship - A Confirmed Weapon in the Promotional Armoury126 cited
  • 2001Point of View: Does Advertising Cause a ‘Hierarchy of Effects’?118 cited

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  • 1994How Advertising Response Modeling (ARM) Can Increase Ad Effectiveness117 cited
  • 1982The Association Model of the Advertising Communication Process90 cited