The DOI matches its OpenAlex 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
The effectiveness of celebrity endorsements: a meta-analysis
Knoll, J., & Matthes, J. (2017) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-016-0503-8 · Cited by 601
How Advertising Works on the WWW: Modified Elaboration Likelihood Model
Cho, C.-H. (1999) · Journal of Current Issues & Research in Advertising · doi:10.1080/10641734.1999.10505087 · Cited by 281
How Peripheral Developers Contribute to Open-Source Software Development
Setia, P., Rajagopalan, B., Sambamurthy, V., & Calantone, R. (2012) · Information Systems Research · doi:10.1287/isre.1100.0311 · Cited by 110
Mehta, N., Chen, X. (., & Narasimhan, O. (2008) · Marketing Science · doi:10.1287/mksc.1070.0310 · Cited by 107
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
Metadata
- Authors
- Lavidge, R. J., & Steiner, G. A.
- Venue
- Journal of Marketing
- Publisher
- SAGE Publishing
- Published
- 1961-10-01
- Volume
- 25
- Issue
- 6
- Pages
- 59-59
- ISSN
- 0022-2429 (ISSN-L)
- OpenAlex
- W4242988121
- Cited by
- 797
- References
- 0
- FWCI
- 0.00
- Type
- journal article
- Language
- en
- Open access
- closed
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How to cite
Cite CoChat for the checks on this page, and the paper for its own findings.
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- CoChat. (2026). Citation check: A Model for Predictive Measurements of Advertising Effectiveness. https://app.cochat.ai/papers/10.2307/1248516
- The paper
- Lavidge, R. J., & Steiner, G. A. (1961). A Model for Predictive Measurements of Advertising Effectiveness. Journal of Marketing. https://doi.org/10.2307/1248516
Data sources
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.
