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Effective television advertising : a study of 1000 commercials
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Effective television advertising : a study of 1000 commercials (1986)Effective television advertising : a stud…The Effects of Positive and Negative Online Customer Reviews: Do Brand Strength and Category Maturity Matter? 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  • 2013The Effects of Positive and Negative Online Customer Reviews: Do Brand Strength and Category Maturity Matter?505 cited
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  • 1989Executional Factors and Advertising Effectiveness: A Replication179 cited
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  • 2005MOVING INTERNATIONAL ADVERTISING RESEARCH FORWARD : A New Research Agenda176 cited
  • 1997Assessing the Use and Impact of Humor on Advertising Effectiveness: A Contingency Approach176 cited
  • 1997The Impact of Information Level on the Effectiveness of U.S. and Korean Television Commercials

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174 cited
  • 1998Disciplinary Impact of Advertising Scholars: Temporal Comparisons of Influential Authors, Works and Research Networks173 cited
  • 2000A Macro Analysis of the Relationship of Product Involvement and Information Search: The Role of Risk168 cited