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Effective Advertising: Understanding when, how, and why Advertising Works
0 references·16 citing·50 second hopsampled
Effective Advertising: Understanding when, how, and why Advertising Works (2004)Effective Advertising: Understanding when…Persuasion Knowledge in the Marketplace: A Meta‐Analysis (2021)Persuasion Knowledge in the M…The impact of online display advertising and paid search advertising relative to offline advertising on firm performance and firm value (2020)The impact of online display …Does It Pay to Be Real? Understanding Authenticity in TV Advertising (2018)Does It Pay to Be Real? Under…Effects of Traditional Advertising and Social Messages on Brand-Building Metrics and Customer Acquisition (2017)Effects of Traditional Advert…The Effectiveness of Advertising: A Meta-Meta-Analysis of Advertising Inputs and Outcomes (2016)The Effectiveness of Advertis…Relative Strategic Emphasis and Firm-Idiosyncratic Risk: The Moderating Role of Relative Performance and Demand Instability (2016)Relative Strategic Emphasis a…Demonstrating the Value of Marketing (2016)Demonstrating the Value of Ma…Television Advertising and Online Shopping (2015)Television Advertising and On…Paths to and off purchase: quantifying the impact of traditional marketing and online consumer activity (2015)Paths to and off purchase: qu…Different Impacts of Advertising Appeals on Advertising Attitude for High and Low Involvement Products (2015)Different Impacts of Advertis…Dynamic Effectiveness of Advertising and Word of Mouth in Sequential Distribution of New Products (2012)Dynamic Effectiveness of Adve…Does Online Information Drive Offline Revenues? 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  • 2017Effects of Traditional Advertising and Social Messages on Brand-Building Metrics and Customer Acquisition260 cited
  • 2015Paths to and off purchase: quantifying the impact of traditional marketing and online consumer activity254 cited
  • 2021Persuasion Knowledge in the Marketplace: A Meta‐Analysis234 cited
  • 2016Demonstrating the Value of Marketing217 cited
  • 2010Does Online Information Drive Offline Revenues?215 cited
  • 2018Does It Pay to Be Real? Understanding Authenticity in TV Advertising211 cited
  • 2015Television Advertising and Online Shopping158 cited
  • 2009Does Advertising Spending Influence Media Coverage of the Advertiser?147 cited
  • 2012Dynamic Effectiveness of Advertising and Word of Mouth in Sequential Distribution of New Products142 cited
  • 2016The Effectiveness of Advertising: A Meta-Meta-Analysis of Advertising Inputs and Outcomes139 cited
  • 2016Relative Strategic Emphasis and Firm-Idiosyncratic Risk: The Moderating Role of Relative Performance and Demand Instability138 cited
  • 2005An ethics of representation for international marketing communication136 cited
  • 2020The impact of online display advertising and paid search advertising relative to offline advertising on firm performance and firm value119 cited

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2009
Integrated marketing communications measurement and evaluation
115 cited
  • 2008A Theory of Combative Advertising114 cited
  • 2015Different Impacts of Advertising Appeals on Advertising Attitude for High and Low Involvement Products104 cited