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What 80 Years of Study Means For the Future of Advertising Research

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References

1999How Advertising Works: What Do We Really Know?1,436 cited
1996Modeling the Impact of Olympic Sponsorship on Corporate Image138 cited
2015How Reliable Are Neuromarketers’ Measures of Advertising Effectiveness?81 cited
2015Does Traditional Advertising Theory Apply to the Digital World?56 cited
2015The Evolution of Neuromarketing Research: From Novelty to Mainstream28 cited
2015Cross-Platform Advertising:Current Practices and issues for the Future26 cited
2016How to Use Neuromeasures To Make Better Advertising Decisions21 cited
2013Second-by-Second Analysis of Advertising Exposure in TV Pods18 cited
2015Mixed-Media Modeling May Help Optimize Campaign Recognition and Brand Interest16 cited

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2024Utilizing gain and loss message framing for consumers: A Machiavellian perspective8 cited

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