What can one TV exposure do?

Journal of Advertising Research

Volumn 36, Issue 2, 1996, Pages 9-18

  Gibson, Lawrence D ^a  

^a Marketing Consultant

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EID: 19944384612     PISSN: 00218499     EISSN: 17401909     Source Type: Journal    
DOI: None     Document Type: Article

References (10)

1. Bogart, Leo, B. Stuart Tolley, and Frank Orenstein. "What One Little Ad Can Do." Journal of Advertising Research 10, 4 (1970): 3-13.
2. Gibson, Lawrence D. "If I Don't Want to Loan You the Plow." In Proceedings of the 14th Annual ARF Conference. New York: Advertising Research Foundation, 1968.
3. Gross, Irwin. "The Creative Aspects of Advertising." Sloan Management Review 14, 1 (1972): 83-109.
4. _."An Analytical Approach to the Creative Aspects of Advertising Operations." Unpublished Ph.D Thesis. Cleveland, Case Institute of Technology, 1967.
5. Jones, John Philip. In Transcript Proceedings of Effective Frequency Research Day. "When Ads Work: New Proof of How Advertising Triggers Sales." New York: Advertising Research Foundation, 1994.
6. _."Single Source Research Begins to Fulfill Its Promise." Journal of Advertising Research 35, 3 (1995): 9-16.
7. Krugman, Herbert E. "Why Three Exposures May Be Enough." Journal of Advertising Research 12, 6 (1972): 11-15.
8. Marder, Eric. Choice Research. Forthcoming.
9. McDonald, Colin. "Effective Frequency: The Relationship between frequency and Advertising Effectiveness." In Transcript Proceedings of the ARF Effective Frequency Research Day. New York: Advertising Research Foundation, 1994.
10. Naples, Michael. Effective Frequency: The Relationship Between Frequency and Advertising Effectiveness. Association of National Advertisers, 1979.