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

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The Remembering and Forgetting of Advertising

Zielske, Hubert A.·1959·Journal of Marketing

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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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The Remembering and Forgetting of Advertising

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