The Remembering and Forgetting of Advertising

Zielske, Hubert A.

doi:10.1177/002224295902300301

Cited by 208Marketing and Advertising StrategiesConsumer Market Behavior and PricingMemory Processes and Influences

The Remembering and Forgetting of Advertising

Zielske, Hubert A.·1959·Journal of Marketing

DOI 10.1177/002224295902300301

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Abstract

How should advertising be scheduled? Should an advertising schedule be concentrated in an intensive “burst,” or should it be spread out over a longer period? For the same expenditure a relatively small number of consumers can be exposed to advertising many times, or a larger number can be exposed a smaller number of times. This unique study demonstrates how answers to these kinds of questions can be obtained.

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Authors: Zielske, H. A.
Affiliations: Manager of the Research Department and Supervisor of Advertising Research of Foote, Cone & Belding, Chicago
Corresponding author: Zielske, Hubert A.
Venue: Journal of Marketing
Publisher: SAGE Publications
Published: 1959-01
Volume: 23
Issue: 3
Pages: 239-243
ISSN: 0022-2429 (ISSN-L)
1547-7185
DOI: 10.1177/002224295902300301
OpenAlex: W2319938887
Semantic Scholar: 31f6716a7153d45b4346e942f737fb0e405f7901
Cited by: 207
References: 0
Citations by year: 2026: 1 · 2025: 4 · 2024: 3 · 2023: 5 · 2022: 2 · 2021: 3 · 2020: 3 · 2019: 4 · 2018: 9 · 2017: 3 · 2016: 4 · 2015: 9 · 2014: 3 · 2013: 4 · 2012: 3
FWCI: 0.00
Type: journal article
Language: en
Open access: closed
Licence: journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations: Journal of Marketing (publishedVersion)
Topics: Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
Life Sciences › Neuroscience › Cognitive Neuroscience › Memory Processes and Influences
Keywords: advertising scheduling, advertising frequency, advertising effectiveness

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Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.

Statistics and arithmetic are recomputed, not judged.

Confidence bands are shown only for fields calibrated on our annotated test set. None is calibrated yet, so no band is shown.

What counts as a claim ›How we measure confidence ›How we check this ›

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The Remembering and Forgetting of Advertising

Abstract

Integrity signals

Claims the paper makes

Cited by

Related

Record

About these checks