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The Rossiter-Percy Grid and Emotional Response to Advertising: An Initial Evaluation

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References

1987Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising1,636 cited
1965The Impact of Television Advertising: Learning Without Involvement1,545 cited
2007The Ecstasy of Communication930 cited
1987Advertising and Promotion Management868 cited
1993Caution in the Use of Difference Scores in Consumer Research564 cited
1982How Advertising Works: A Planning Model552 cited
1986How Advertising Works : A Planning Model Revisited361 cited
1991A Better Advertising Planning Grid310 cited
1986How Advertising Works: A Planning Model Revisited140 cited
1996Advertising and promotion management67 cited

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2001Just Say No to Traditional Student Samples140 cited
2020Updating the Foote, Cone & Belding Grid17 cited
2002I Hear you Knocking … Can Advertising Reach Everybody in the Target Audience?11 cited

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