The DOI matches its Crossref record.
A Model for Predictive Measurements of Advertising Effectiveness
Abstract
The development and selection of research designs too often reflects thinking which is technique-oriented. This article looks at advertising research from another viewpoint. It starts with the questions: What is advertising supposed to do? What are its functions? The authors then show the implications of these questions in relation to measurements of the effectiveness of proposed advertisements.
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Citations
Cited by
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Knoll, J., & Matthes, J. (2017) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-016-0503-8 · Cited by 601
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Wang, X., & Qiu, X. (2024) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2024.103777 · Cited by 118
Design and Validation of an Instrument for Measuring Advertising Effectiveness in the Printed Media
Beerli, A., & Santana, J. D. M. (1999) · Journal of Current Issues & Research in Advertising · doi:10.1080/10641734.1999.10505092 · Cited by 93
Juntunen, M., Ismagilova, E., & Oikarinen, E.-L. (2020) · Industrial Marketing Management · doi:10.1016/j.indmarman.2019.03.001 · Cited by 92
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Teichert, T., Hardeck, D., Liu, Y., & Trivedi, R. (2018) · Journal of Advertising Research · doi:10.2501/jar-2017-054 · Cited by 73
Allil, K. (2024) · Journal of Marketing Analytics · doi:10.1057/s41270-023-00281-z · Cited by 57
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Advertising and Young People’s Critical Reasoning Abilities: Systematic Review and Meta-analysis
Packer, J., Croker, H., Goddings, A.-L., Boyland, E. J., Stansfield, C., Russell, S. J., & Viner, R. M. (2022) · Pediatrics · doi:10.1542/peds.2022-057780 · Cited by 47
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Metadata
- Authors
- Lavidge, R. J., & Steiner, G. A.
- Venue
- Journal of Marketing
- Publisher
- SAGE Publications
- Published
- 1961-10
- Volume
- 25
- Issue
- 6
- Pages
- 59-62
- ISSN
- 0022-2429 (ISSN-L)
- 1547-7185
- OpenAlex
- W2325627778
- Cited by
- 1,509
- References
- 0
- FWCI
- 14.77
- Type
- journal article
- Language
- en
- Open access
- closed
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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
