What does effective frequency mean in 1997?

Journal of Advertising Research

Volumn 37, Issue 4, 1997, Pages 14-20

  Jones, John Philip ^a  

^a SYRACUSE UNIVERSITY   (United States)

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EID: 0004084338     PISSN: 00218499     EISSN: 17401909     Source Type: Journal    
DOI: None     Document Type: Article

References (15)

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2. GIBSON, LAWRENCE D. "What Can One TV Exposure Do?" Jourinal of Advertising Research 36, 2 (1996): 9-18.
3. JENKINS, EVELYN, and CHRISTOPHER TIMMS. "The Andrex Story-A Soft, Strong and Very Long-Term Success." In Advertising Works 4, papers from the Institute of Practitioners in Advertising (IPA) Advertising Effectiveness Awards. London: Cassell, 1987.
4. JONES, JOHN PHILIP. When Ads Work: New Proof that Advertising Triggers Sales. New York: Simon & Schuster-Lexington Books, 1995.
5. -. "Single-Source Research Begins to Fulfill Its Promise." Journal of Advertising Research 35, 3 (1995a): 9-15.
6. -. When Ads Work: The German Version. Frankfurt-am-Main, Germany: Gesamtverband Werbeagenturen GWA e.V, 1995b.
7. -. Getting It Right the First Time: Can We Eliminate Ineffective Advertising Before It Is Run? Henley-on-Thames, U.K.: Admap Publications, 1996.
8. -. "Look Before You Leap," Admap, November 1996a.
9. KRUGMAN, HERBERT E. "Why Three Exposures May be Enough." Journal of Advertising Research 12, 6 (1972): 11-14.
10. THE MYERS REPORT. New York: Myers Report Industry Research, December 16, 1996.
11. MCDONALD, COLIN. "What Is the Short-Term Effect of Advertising?" In Effective Frequency: The Relationship Between Frequency and Advertising Effectiveness, Michael J. Naples, ed. New York: Association of National Advertisers, 1979.
12. -. "Effective Frequency: The Relationship between Frequency and Advertising Effectiveness." In Transcript Proceedings of Effective Frequency Research Day. New York: Advertising Research Foundation, 1994.
13. -. "How Frequently Should You Advertise?" Admap, July /August 1996.
14. NAPLES, MICHAEL J., ed. Effective Frequency: The Relationship Between Frequency and Advertising Effectiveness. New York: Association of National Advertisers, 1979.
15. ROBERTS, ANDREW. "What Do We Know About Advertising's Short-Term Effects?" Admap, February 1996.