The DOI matches its Crossref record.
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.
Overview
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Citations
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How advertising works: what do we really know?
Vakratsas, D., & Ambler, T. (1999) · Journal of Marketing · doi:10.1177/002224299906300103 · Cited by 1,436
Memory Factors in Consumer Choice: A Review
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Planning Media Schedules in the Presence of Dynamic Advertising Quality
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“These models used simulations based on the empirical results of two field experiments (Strong 1974; Zielske 1959).1 These models were not particularly successful and provided no way to suggest an optimal schedule or to definitively decide 1See also the comment of Simon (1979) on Zielske’s (1959)…”
Method
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
About these checks
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.
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