Measurement of Advertising Effectiveness: Some Theoretical Considerations

References

• Adler , Greenberg L.A. and Lucas , D. B. 1965 . “What Big Agency Men Think of Copy Testing Methods,” . Journal of Marketing Research , 2 : 339 – 345 .
   Web of Science ®Google Scholar
• Boqart , L. 1969 . “Where Does Advertising Research Go From Here?” . Journal of Advertising Research , 9 : 3 – 12 .
   Web of Science ®Google Scholar
• Colley , R. H. 1961 . Defining Advertising Goals for Measured Advertising Results , New York : Association of National Advertisers .
   Google Scholar
• Crespi , I. 1971 . “What Kinds of Attitude Measures are Predictive of Behavior?” . Public Opinion Quarterly , 35 : 327 – 334 .
   Web of Science ®Google Scholar
• Festinger , L. 1964 . “Behavioral Support for Opinion Change.” . Public Opinion Quarterly , 28 : 404 – 417 .
   Web of Science ®Google Scholar
• Fishbein , M. 1967 . Readinqs in Attitude Theory and Measurement , New York : John Wiley & Sons .
   Google Scholar
• Haskins , J. B. 1964 . “Factual Recall as a Measure of Advertising Effectiveness,” . Journal of Advertising Research , 4 : 2 – 8 .
   Web of Science ®Google Scholar
• Holbert , N. 1972 . “Key Articles in Advertising Research,” . Journal of Advertising Research , 12 : 5 – 13 .
   Web of Science ®Google Scholar
• Howard , J. A. and Sheth , J. N. The Theory of Buyer Behavior , New York : John Wiley and Sons .
   Google Scholar
• Kelman , H. C. 1961 . “Processes of Opinion Change.” . Public Opinion Quarterly , 25 : 57 – 58 .
   Web of Science ®Google Scholar
• Krugman , H. E. 1965 . “The Impact of Television Advertising: Learning Without Involvement.” . Public Opinion Quarterly , 29 : 349 – 356 .
   Web of Science ®Google Scholar
• Lavidge , R. C. and Steiner , G. A. 1961 . “A model for Predictive Measurements of Advertising Effectiveness” . Journal of Marketing , 25 : 59 – 62 .
   Web of Science ®Google Scholar
• Maloney , J. C. 1963 . “Is Advertising Believability Really Important?,” . Journal of Marketing , 27 : 1 – 8 .
   Web of Science ®Google Scholar
• McGuire , W. J. 1969 . “The Nature of Attitudes and Attitude Change,” . In The Handbook of Social Psychology , Edited by: Lindzel , G. and Aronson , E. Reading : Addison-Wesley .
   Google Scholar
• Miller , G. A. 1956 . “The Magical Number Seven, Plus or Minus Two: Some Limits on Our Capacity for Processing Information,” . Psychological Bulleting , 63 : 81 – 97 .
   Google Scholar
• Palda , K. S. 1966 . “The Hypothesis of a Hierarchy of Effects: a Partial Evaluation,” . Journal of Marketing Research , 3 : 13 – 24 .
   Web of Science ®Google Scholar
• Sheth , J. N. 1969 . How Advertising Works , New York : Advertising Research Foundation . (mimeographed)
   Google Scholar
• Sheth , J. N. 1973 . “A Field Study of Attitude Structure and Attitude-behavior Relationship,” . In Models of Buyer Behavior: Conceptual. Quantitative and Empirical , Edited by: Sheth , J. N. New York : Harper & Row . (in press)
   Google Scholar
• Stewart , D. K. 1968 . “Some Theoretical Considerations of Coherent Advertising Research,” . Journal of Advertising Research , 8 : 49 – 51 .
   Web of Science ®Google Scholar
• Triandis , H. C. 1971 . Attitude and Attitude Change , New York : John Wiley & Sons .
   Google Scholar
• Young , S. 1972 . “Copy Testing Without Magic Numbers,” . Journal of Advertising Research , 12 : 3 – 12 .
   Web of Science ®Google Scholar