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

The DOI matches its Crossref record.

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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Crossref · 10.1177/002224295902300301

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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
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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