Breaking through the clutter: Benefits of advertisement originality and familiarity for brand attention and memory

Management Science

Volumn 48, Issue 6, 2002, Pages 765-781

  Pieters, Rik ^a,d   Warlop, Luk ^b   Wedel, Michel ^c  

^a TILBURG UNIVERSITY   (Netherlands)

^b UNIVERSITY OF LEUVEN   (Belgium)

^c UNIVERSITY OF GRONINGEN   (Netherlands)

^d UNIVERSITY OF MICHIGAN   (United States)

Author keywords

Advertising Effectiveness; Attention and Brand Memory; Bayesian Models; Originality

Indexed keywords

COMPETITIVE INTELLIGENCE; MARKETING; MARKOV PROCESSES; MATHEMATICAL MODELS; MONTE CARLO METHODS; STRATEGIC PLANNING;

STOCHASTIC MODELS;

MANAGEMENT SCIENCE;

EID: 0036602326     PISSN: 00251909     EISSN: None     Source Type: Journal    
DOI: 10.1287/mnsc.48.6.765.192     Document Type: Article

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