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Effective Frequency: The Relationship Between Frequency and Advertising Effectiveness
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  • 2010Bundling Strategies When Products Are Vertically Differentiated and Capacities Are Limited83 cited
  • 2014The effects of creativity on advertising wear-in and wear-out82 cited
  • 1996Determining the optimal return on investment for an advertising campaign60 cited
  • 1995The Relationship between Cartoon Trade Character Recognition and Attitude toward Product Category in Young Children60 cited
  • 1997From “Frequency” to “Continuity”—Is It a New Dawn?60 cited
  • 1994Determining the Optimal Level of Media Spending57 cited
  • 2002Beyond Effective Frequency Evaluating media schedules using frequency value planning55 cited
  • 2009Optimal Internet Media Selection53 cited
  • 2023Heuristic processing of green advertising: Review and policy implications52 cited
  • 1982How Media Directors View Reach/Frequency Estimation48 cited
  • 1996Paid-Versus Donated-Media Strategies for Public Service Announcement Campaigns44 cited
  • 2011Understanding consumer-created media synergy44 cited
  • 1995Effects of emotion and product involvement on the experience of repeated commercial viewing44 cited
  • 1987Comparison of Cigarette and Alcohol Advertising Controversies40 cited

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  • 1994Effective Reach and Frequency: Does It Really Make Sense?38 cited
  • 1997Effective Frequency: One Exposure or Three Factors?37 cited