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The Remembering and Forgetting of Advertising
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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Metadata
- 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
- 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
- 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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