A 30-year assessment of the media planning literature

Journal of Current Issues and Research in Advertising

Volumn 19, Issue 1, 1997, Pages 23-36

  Pasadeos, Yorgo ^a   Barban, Arnold ^a   Yi, Huiuk ^b   Kim, Bong Hyun ^c  

^a UNIVERSITY OF ALABAMA   (United States)

^b Yeungnam University   (South Korea)

^c Diamond Advertising Agency   (South Korea)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 84922605703     PISSN: 10641734     EISSN: 21647313     Source Type: Journal    
DOI: 10.1080/10641734.1997.10505055     Document Type: Article

References (20)

1. Agostini, Jean-Michel (1961). "How to Estimate Unduplicated Audiences," Journal of Advertising Research, 1, 24-27.
2. Barry, Thomas E. (1990), "Publication Productivity in the Three Leading Advertising Journals: Inaugural Issues Through 1988," Journal of Advertising, 19 (Number 1), 52-60.
3. Brown, Lyndon O., Richard S. Lessler and William M. Weilbacher (1957), Advertising Media: Creative Planning in Media Selection, New York: The Ronald Press Company.
4. Calantone, Roger J. and Ulrike de Brentani-Todorovich (1981), "The Maturation of the Science of Media Selection," Journal of the Academy of Marketing Science, 9(4), 490-524.
5. Culnan, Mary (1986), "The Intellectual Development of Management Information Systems," Management Science 32,156-172.
6. Guggenheim, Bernard (1984), "Advertising Media Planning and Evaluation: Current Research Issues," Current Issues and Research in Advertising, xml. 2, 7, 19-38.
7. Ha, Louisa (1995), "Media Models and Advertising Effects: Conceptualization and Theoretical Implications," Journal of Current Issues and Research in Advertising, 17(Fall), 1-16.
8. Kinnear, Thomas C., David A. Home and Theresa A. Zingery (1986), "Valid Magazine Audience Measurement: Issues and Perspectives," Current Issues and Research in Advertising, vol. 2, 9, 251170;
9. Leckenby, John D. and Kuen-Hee Ju (1990), "Advances in Media Decision Models," Current Issues and Research in Advertising, 12,311-356
10. Muncy, James A. (1991), "The Journal of Advertising: A Twenty-Year Appraisal," Journal of Advertising, 20 (December), 1-12
11. Naples, Michael J. (1979), Effective Frequency: The Relationship Between Frequency and Advertising Effectiveness, New York: Association of National Advertisers, Inc.
12. Pasadeos, Yorgo (1985), "A Bibliometric Study of Advertising Citations," Journal of Advertising, 14 (December), 52-59.
13. Rust, Roland T. (1986), Advertising Media Models: A Practical Guide, Lexington, MA: Lexington Books.
14. Scott, William A. (1955), "Reliability of Content Analysis: The Case of Nominal Scale Coding," Public Opinion Quarterly, 19, 32125.
15. Tankard, James W., Tsan-Kuo Chang and Kuo-Jen & Tsang (1984), "Citation Networks as Indicators of Journalism Research Activity," Journalism Quarterly, 61 (Spring), 89-96.
16. Schultz, Donald E. (1994), "Editorial: Planning for the Future, Journal of Media Planning, 8 (1), 1-3.
17. Sissors, Jack (1995, November 27), Personal communication.
18. Turk, Peter B. and Helen Katz (1992), "Making Headlines: An Overview of Key Happenings in Media Planning, Buying and Research," Journal of Current Issues and Research in Advertising, 14(Fall), 19-34.
19. Wimmer, Roger D. and Joseph R. Dominick (1994), Mass Media Research: An Introduction (4th ed.), Belmont, CA: Wadsworth Publishing Company.
20. Yale, Laura and mary C. Gilly (1988), "Trends in Advertising Research: A Look at the Content of Marketing-Oriented Journals from 1976 to 1985," Journal of Advertising, 17 (Number 1), 1222.