Advertising Decision Models: A Managerial Review

References

• Aaker , David A. 1968 . “A Probabilistic Approach to Industrial Media Selection.” . Journal of Advertising Research , 8 Sept : 46 – 54 .
   Web of Science ®Google Scholar
• Aaker , David A. 1975 . “ADMOD: An Advertising Decision Model.” . Journal of Marketing Research , 12 Feb. : 37 – 45 .
   Web of Science ®Google Scholar
• Aaker , David A. 1981 . Multivariate Analysis in Marketing., , 2nd ed. , Palo Alto , CA : The Scientific Press .
   Google Scholar
• Aaker , David A. , Carman , James M. and Jacobson , Robert . 1982 . “Modeling Advertising-Sales Relationships Involving Feedback: A Time Series Analysis of Six Cereal Brands.” . Journal of Marketing Research , 19 Feb. : 116 – 25 .
   Web of Science ®Google Scholar
• Aaker , David A. and Carman , James M. 1982 . “Are You Overadvertising?” . Journal of Advertising Research , 22 Aug./Sept. : 57 – 70 .
   Web of Science ®Google Scholar
• Aaker , David A. and Myers , John G. 1982 . Advertising Management., , 2nd ed. , Englewood Cliffs , NJ : Prentice-Hall .
   Google Scholar
• Ackoff , Russell L. and Emshoff , James R. 1975 . “Advertising Research at Anheuser-Busch, Inc. (1963–1968).” . Sloan Management Review , 16 Winter : 1 – 15 .
   Google Scholar
• Adams , Arthur J. and Moriarty , Mark M. 1981 . “The Advertising-Sales Relationship: Insights from Transfer-Function Modeling.” . Journal of Advertising Research , 21 June : 41 – 46 .
   Web of Science ®Google Scholar
• Agostini , Jean-Michel . 1961 . “How to Estimate Unduplicated Audiences.” . Journal of Advertising Research , 1 March : 11 – 14 .
   Web of Science ®Google Scholar
• Antil , John H. 1984 . “Conceptualization and Operationalization of Involvement.” . In Advances in Consumer Research , Edited by: Kinnear , Thomas C. vol. 11 , 203 – 9 . Provo , UT : Association for Consumer Research .
   Google Scholar
• Appel , Valentine . 1971 . “On Advertising Wear Out.” . Journal of Advertising Research , 11 Feb. : 11 – 13 .
   Web of Science ®Google Scholar
• Assael , Henry . 1976 . “Segmenting Markets by Response Elasticity.” . Journal of Advertising Research , 16 April : 27 – 35 .
   Web of Science ®Google Scholar
• Appel , Valentine and Cannon , Hugh . 1979 . “Do Demographics Help in Media Selection?” . Journal of Advertising Research , 19 Dec. : 7 – 11 .
   Web of Science ®Google Scholar
• Assael , Henry , Kofron , John H. and Burgi , Walter . 1967 . “Advertising Performance as a Function of Print Ad Characteristics.” . Journal of Advertising Research , 7 June : 20 – 26 .
   Web of Science ®Google Scholar
• Assmus , Gert , Farley , John U. and Lehmann , Donald R. 1984 . “How Advertising Affects Sales: Meta-Analysis of Econometric Results.” . Journal of Marketing Research , 21 Feb. : 65 – 74 .
   Web of Science ®Google Scholar
• Axelrod , Joel N. 1980 . “Advertising Wearout.” . Journal of Advertising Research , 20 Oct. : 13 – 17 .
   Web of Science ®Google Scholar
• Aykac , Ahmet , Corstjens , Marcel and Gautschi , David . 1984 . “Is There a Kink in Your Advertising?” . Journal of Marketing Research , 24 June/July : 27 – 36 .
   Google Scholar
• Banks , Seymour . 1973 . “Trends Affecting the Implementation of Advertising and Promotion.” . Journal of Marketing , 37 Jan. : 19 – 28 .
   Web of Science ®Google Scholar
• Barnes , James H. Jr. and Wildt , Albert R. 1980 . “Modeling Carryover Effects of Advertising: Current Status and Future Directions.” . In Marketing in the 80's: Changes and Challenges , Edited by: Bagozzi , Richard P. , Bernhardt , Kenneth L. , Busch , Paul S. , Cravens , David W. , Hair , Joseph F. Jr. and Scott , Carol A. 293 – 97 . Chicago , IL : American Marketing Association .
   Google Scholar
• Bass , Frank M. 1969 . “A Simultaneous Equation Regression Study of Advertising and Sales of Cigarettes.” . Journal of Marketing Research , 6 Aug. : 291 – 300 .
   Web of Science ®Google Scholar
• Bass , Frank M. 1974 . “The Theory of Stochastic Preference and Brand Switching.” . Journal of Marketing Research , 11 Feb. : 1 – 20 .
   Web of Science ®Google Scholar
• Bass , Frank M. April 1979 . “Advertising Spending Levels and Promotion Policies: Profit Potential for the Application of Management Science.” , April , Purdue University . Working paper 691
   Google Scholar
• Bass , Frank M. “The Data Interval Bias, Simultaneous Causality, and the Estimation of Advertising-Sales Relationships from Annual Data.” . Proceedings: Market Measurement and Analysis . Edited by: Leone , Robert P. pp. 1 – 8 . Providence , RI : The Institute of Management Sciences .
   Google Scholar
• Bass , Frank M. 1983 . “A Discussion of Different Philosophies in the Analysis of Advertising-Sales Relationships.” . In Advances and Practices of Marketing Science 1983 , Edited by: Zufryden , Fred S. 1 – 7 . Providence , RI : The Institute of Management Sciences .
   Google Scholar
• Bass , Frank M. and Clarke , Darral G. 1972 . “Testing Distributed Lag Models of Advertising Effect.” . Journal of Marketing Research , 9 Aug. : 298 – 308 .
   Web of Science ®Google Scholar
• Bass , Frank M. and Leone , Robert P. 1983 . “Temporal Aggregation, the Data Interval Bias, and Empirical Estimation of Bimonthly Relations from Annual Data.” . Management Science , 29 Jan. : 1 – 11 .
   Web of Science ®Google Scholar
• Bass , Frank M. and Lonsdale , Ronald T. 1966 . “An Exploration of Linear Programming in Media Selection.” . Journal of Marketing Research , 3 May : 179 – 88 .
   Web of Science ®Google Scholar
• Bass , Frank M. and Lonsdale , Ronald T. 1967 . “A Rejoinder.” . Journal of Marketing Research , 4 May : 208 – 9 .
   Google Scholar
• Bass , Frank M. and Parsons , Leonard J. 1969 . “Simultaneous-Equation Regression Analysis of Sales and Advertising.” . Applied Economics , 1 : 103 – 24 .
   Web of Science ®Google Scholar
• Bearden , William O. , Headen , Robert S. , Klompmaker , Jay E. and Teel , Jesse E. 1981 . “Attentive Audience Delivery of TV Advertising Schedules.” . Journal of Marketing Research , 18 May : 187 – 91 .
   Web of Science ®Google Scholar
• Beckwith , Neil E. 1972 . “Multivariate Analysis of Sales Responses of Competing Brands to Advertising.” . Journal of Marketing Research , 9 May : 168 – 76 .
   Web of Science ®Google Scholar
• Beckwith , Neil E. 1977 . “Public Policy Implications of the Duration of Cumulative Advertising Effects.” . In Cumulative Advertising Effects: Sources and Implications , Edited by: Clarke , Darral G. 193 – 206 . Cambridge , MA : Marketing Science Institute .
   Google Scholar
• Beckwith , Neil E. and Sasieni , Maurice W. 1976 . “Criteria for Market Segmentation Studies.” . Management Science , 22 April : 892 – 903 .
   Web of Science ®Google Scholar
• Belch , George E. and Belch , Michael A. 1984 . “An Investigation of the Effects of Repetition and Affective Reactions to Humorous and Serious Television Commercials.” . In Advances in Consumer Research , Edited by: Kinnear , Thomas C. vol. 11 , 4 – 10 . Provo , UT : Association for Consumer Research .
   Google Scholar
• Bengtson , Timothy A. 1982 . “Creativity's Paradoxical Character: A Postscript to James Webb Young's Technique for Producing Ideas.” . Journal of Advertising , 11 ( no. 1 ) : 3 – 9 .
   Google Scholar
• Bettman , James R. 1979 . An Information Processing Theory of Consumer Choice , Reading , MA : Addison-Wesley Publishing Company .
   Google Scholar
• Bhattacharyya , M. N. 1982 . “Lydia Pinkham Data Remodelled.” . Journal of Time Series Analysis , 3 : 81 – 102 .
   Google Scholar
• Bimm , E. B. and Millman , A. D. 1978 . “A Model for Planning TV in Canada.” . Journal of Advertising Research , 18 Aug. : 43 – 48 .
   Web of Science ®Google Scholar
• Blackburn , Joseph D. and Clancy , Kevin J. “LITMUS: A New Product Planning Model.” . Proceedings: Market Measurement and Analysis . Edited by: Leone , Robert P. pp. 182 – 93 . Providence , RI : The Institute of Management Sciences .
   Google Scholar
• Blackburn , Joseph D. and Clancy , Kevin J. 1983 . “LITMUS II: An Evolutionary Step in New Product Planning Models from Market Plan Evaluation to Market Plan Generation.” . In Advances and Practices of Marketing Science 1983 , Edited by: Zufryden , Fred S. 48 – 55 . Providence , RI : The Institute of Management Sciences .
   Google Scholar
• Blattberg , Robert C. , Buesing , Thomas and Sen , Subrata . 1980 . “Segmentation Strategies for New National Brands.” . Journal of Marketing , 44 Fall : 59 – 67 .
   Web of Science ®Google Scholar
• Blattberg , Robert and Golanty , John . 1978 . “Tracker: An Early Test Market Forecasting and Diagnostic Model for New Product Planning.” . Journal of Marketing Research , 15 May : 192 – 202 .
   Web of Science ®Google Scholar
• Blattberg , Robert C. and Jeuland , Abel P. 1981 . “A Micromodeling Approach to Investigate the Advertising-Sales Relationship.” . Management Science , 27 Sept. : 988 – 1005 .
   Web of Science ®Google Scholar
• Boote , Alfred S. 1981 . “Market Segmentation by Personal Values and Salient Product Attributes.” . Journal of Advertising Research , 21 Feb. : 29 – 35 .
   Web of Science ®Google Scholar
• Bower , John . 1963 . “Net Audiences of U.S. and Canadian Magazines: Seven Tests of Agostini's Formula.” . Journal of Advertising Research , 3 March : 13 – 20 .
   Web of Science ®Google Scholar
• Box , George E. P. , Hunter , William G. and Hunter , Stuart J. 1978 . Statistics for Experimenters: An Introduction to Design, Data Analysis, and Model Building , New York , NY : John Wiley .
   Google Scholar
• Box , G. E. P. and Jenkins , Gwilym M. 1976 . Time-Series Analysis: Forecasting and Control., , Revised ed. , San Francisco , CA : Holden-Day .
   Google Scholar
• Boyd , Harper W. Jr. , Ray , Michael L. and Strong , Edward C. 1972 . “An Attitudinal Framework for Advertising Strategy.” . Journal of Marketing , 36 April : 27 – 33 .
   Web of Science ®Google Scholar
• Broadbent , Simon R. “A Year's Experience of the LPE Media Model.” . Proceedings of the 8th Annual Conference of the Advertising Research Foundation . Oct. .
   Google Scholar
• Brooker , George . 1981 . “A Comparison of the Persuasive Effects of Mild Humor and Mild Fear Appeals.” . Journal of Advertising , 10 ( no. 4 ) : 29 – 40 .
   Google Scholar
• Brown , Douglas B. 1967 . “A Practical Procedure for Media Selection.” . Journal of Marketing Research , 4 Aug. : 262 – 69 .
   Web of Science ®Google Scholar
• Brown , Douglas B. and Warshaw , Martin R. 1965 . “Media Selection by Linear Programming.” . Journal of Marketing Research , 2 Feb. : 83 – 88 .
   Web of Science ®Google Scholar
• Bultez , Alain V. and Naert , Philippe A. 1979 . “Does Lag Structure Really Matter in Optimizing Advertising Expenditures?” . Management Science , 25 May : 454 – 65 .
   Web of Science ®Google Scholar
• Burnett , John T. and Oliver , Richard L. 1979 . “Fear Appeal Effects in the Field: A Segmentation Approach.” . Journal of Marketing Research , 16 May : 181 – 90 .
   Web of Science ®Google Scholar
• Caffyn , John M. and Sagovsky , Marianna . 1963 . “Net Audiences of British Newspapers: A Comparison of the Agostini and Sainsbury Methods.” . Journal of Advertising Research , 3 March : 21 – 25 .
   Web of Science ®Google Scholar
• Calder , Bobby J. and Sternthal , Brian . 1980 . “Television Commercial Wearout: An Information Processing View.” . Journal of Marketing Research , 18 May : 173 – 86 .
   Google Scholar
• Cannon , Hugh M. 1983 . “Reach and Frequency Estimates for Specialized Target Markets.” . Journal of Advertising Research , 23 June/July : 45 – 49 .
   Web of Science ®Google Scholar
• Cattin , Philippe and Wittink , Dick R. 1982 . “Commercial Use of Conjoint Analysis: A Survey.” . Journal of Marketing , 46 Summer : 44 – 53 .
   Web of Science ®Google Scholar
• Chakravarti , Dipankar , Mitchell , Andrew and Staelin , Richard . 1979 . “Judgment Based Marketing Decision Models: An Experimental Investigation of the Decision Calculus Approach.” . Management Science , 25 March : 251 – 63 .
   Web of Science ®Google Scholar
• Chakravarti , Dipankar , Mitchell , Andrew and Staelin , Richard . “A Procedure for Parameterizing Decision Calculus Models of Dynamic Market Response.” . Proceedings: Market Measurement and Analysis . Edited by: Leone , Robert P. pp. 135 – 46 . Providence , RI : The Institute of Management Sciences .
   Google Scholar
• Chakravarti , Dipankar , Mitchell , Andrew and Staelin , Richard . 1981 . “Judgment Based Marketing Decision Models: Problems and Possible Solutions.” . Journal of Marketing , 45 Fall : 13 – 23 .
   Web of Science ®Google Scholar
• Chandon , Jean-Louis Jose . 1975 . “A Comparative Study of Media Exposure Models.” , Northwestern University . Unpublished doctoral dissertation
   Google Scholar
• Chapman , Randall G. and Palda , Kristian S. 1981 . “Estimating the Impact of Campaign Expenditures on Voting Behavior in a Simultaneous Equations Context.” . In The Changing Marketing Environment: New Theories and Applications , Edited by: Bernhardt , Kenneth , Dolich , Ira , Etzel , Michael , Kehoe , William , Kinnear , Thomas , Perreault , William Jr. and Roering , Kenneth . 256 – 60 . Chicago , IL : American Marketing Association .
   Google Scholar
• Childers , Terry L. and Houston , Michael J. 1984 . “Conditions for a Picture-Superiority Effect on Consumer Memory.” . Journal of Consumer Research , 11 Sept. : 643 – 54 .
   Web of Science ®Google Scholar
• Clancy , Kevin J. and Roberts , Mary Lou . 1983 . “Toward an Optimal Market Target: A Strategy for Market Segmentation.” . Journal of Consumer Marketing , 1 ( no. 1 ) : 64 – 73 .
   Google Scholar
• Clarke , Darral G. 1973 . “Sales-Advertising Cross-Elasticities and Advertising Competition.” . Journal of Marketing Research , 10 Aug. : 250 – 61 .
   Web of Science ®Google Scholar
• Clarke , Darral G. 1976 . “Econometric Measurement of the Duration of Advertising Effect on Sales.” . Journal of Marketing Research , 13 Nov. : 345 – 57 .
   Web of Science ®Google Scholar
• Aaker , David A. 1977 . Cumulative Advertising Effects: Sources and Implications , Cambridge , MA : Marketing Science Institute . (a)
   Google Scholar
• Aaker , David A. 1977 . “Econometric Measurement of the Duration of the Advertising Effect on Sales.” . In Cumulative Advertising Effects: Sources and Implications , Edited by: Clarke , Darral G. 29 – 70 . Cambridge , MA : Marketing Science Institute . (b)
   Google Scholar
• Aaker , David A. 1978 . “Strategic Advertising Planning: Merging Multidimensional Scaling and Econometric Analysis.” . Management Science , 24 Dec. : 1687 – 99 .
   Google Scholar
• Aaker , David A. 1979 . “Measuring the Cumulative Effects of Advertising on Sales: A Response to Peles.” . Journal of Marketing Research , 16 May : 286 – 89 .
   Web of Science ®Google Scholar
• Aaker , David A. “The Effects of Product Usage Experience and Advertising on the Probability of Purchase.” . Proceedings: Market Measurement and Analysis . Edited by: Leone , Robert P. pp. 9 – 23 . Providence , RI : The Institute of Management Sciences .
   Google Scholar
• Aaker , David A. 1982 . “A Reply to Weinberg and Weiss.” . Journal of Marketing Research , 19 Nov. : 592 – 94 .
   Google Scholar
• Claycamp , Henry J. and McClelland , Charles W. 1968 . “Estimating Reach and the Magic of K.” . Journal of Advertising Research , 8 June : 44 – 51 .
   Web of Science ®Google Scholar
• Colley , Russell H. 1961 . Defining Advertising Goals for Measured Advertising Results , New York , NY : Association of National Advertisers .
   Google Scholar
• Corstjens , Marcel and Doyle , Peter . 1985 . “The Application of Geometric Programming to Marketing Problems.” . Journal of Marketing , 49 Winter : 137 – 44 .
   Web of Science ®Google Scholar
• Craig , Samuel C. and Rao , Vithala R. 1980 . “Measurement of Subjective Trade-Offs in Media Allocation Decisions.” . In Current Issues & Research in Advertising 165 – 81 .
   Google Scholar
• Craig , Samuel C. , Sternthal , Brian and Leavitt , Clark . 1976 . “Advertising Wearout: An Experimental Analysis.” . Journal of Marketing Research , 13 Nov. : 365 – 72 .
   Web of Science ®Google Scholar
• Cuba , Fred . 1985 . “Fourteen Things that Make or Break Tracking Studies.” . Journal of Advertising Research , 25 Feb./March : 21 – 23 .
   Web of Science ®Google Scholar
• Dalai , Siddhartha R. and Srinivasan , V. 1977 . “Determining Sample Size for Pretesting Comparative Effectiveness of Advertising Copies.” . Management Science , 23 August : 1284 – 94 .
   Web of Science ®Google Scholar
• Day , George S. , Shocker , Allan D. and Srivastava , Rajendra K. 1979 . “Customer-Oriented Approaches to Identifying Product Markets.” . Journal of Marketing , 43 Fall : 8 – 19 .
   Web of Science ®Google Scholar
• Day , Ralph L. 1962 . “Linear Programming in Media Selection.” . Journal of Advertising Research , 2 June : 40 – 44 .
   Web of Science ®Google Scholar
• de Kluyver , Cornelis A. 1978 . “Hard and Soft Constraints in Media Scheduling.” . Journal of Advertising Research , 18 June : 27 – 31 .
   Web of Science ®Google Scholar
• DeSarbo , Wayne S. and Hildebrand , David K. 1980 . “A Marketer's Guide to Log-Linear Models for Qualitative Data Analysis.” . Journal of Marketing , 44 Summer : 40 – 51 .
   Web of Science ®Google Scholar
• Dhalla , Nariman K. 1978 . “Assessing the Long-Term Value of Advertising.” . Harvard Business Review , 56 Jan.-Feb. : 87 – 95 .
   Web of Science ®Google Scholar
• Diamond , Daniel S. 1968 . “A Quantitative Approach to Magazine Advertisement Format Selection.” . Journal of Marketing Research , 5 Nov. : 376 – 86 .
   Web of Science ®Google Scholar
• Dickson , Peter R. 1982 . “Person-Situation: Segmentation's Missing Link.” . Journal of Marketing , 46 Fall : 56 – 64 .
   Web of Science ®Google Scholar
• Dillon , William R. 1979 . “Analyzing Large Multiway Contingency Tables: A Simple Method for Selecting Variables.” . Journal of Marketing , 43 Fall : 92 – 102 .
   Web of Science ®Google Scholar
• Donius , James F. 1985 . “Market Tracking: A Strategic Reassessment and Planning Tool.” . Journal of Advertising Research , 25 Feb./March : 15 – 19 .
   Web of Science ®Google Scholar
• Doyle , Peter and Fenwick , Ian . 1975 . “Planning and Estimation in Advertising.” . Journal of Marketing Research , 12 Feb. : l – 6 .
   Web of Science ®Google Scholar
• Doyle , Peter and Saunders , John . 1985 . “Market Segmentation and Positioning in Specialized Industrialized Markets.” . Journal of Marketing , 49 Spring : 24 – 32 .
   Web of Science ®Google Scholar
• Duncan , Calvin P. , Nelson , James E. and Frontczak , Nancy T. 1984 . “The Effect of Humor on Advertising Comprehension.” . In Advances in Consumer Research , Edited by: Kinnear , Thomas C. vol. 11 , 432 – 37 . Provo , UT : Association for Consumer Research .
   Google Scholar
• Edell , Julie A. and Staelin , Richard . 1983 . “The Information Processing of Pictures in Print Advertisements.” . Journal of Consumer Research , 10 June : 45 – 61 .
   Web of Science ®Google Scholar
• Ehrenberg , Andrew S. C. 1974 . “Repetitive Advertising and the Consumer.” . Journal of Advertising Research , 14 April : 25 – 34 .
   Web of Science ®Google Scholar
• Engel , James F. and Warshaw , Martin R. 1964 . “Allocating Advertising Dollars by Linear Programming.” . Journal of Advertising Research , 4 Sept. : 42 – 48 .
   Web of Science ®Google Scholar
• Engel , James F. and Kinnear , Thomas C. 1979 . Promotional Strategy: Managing the Marketing Communication Process. , 4th ed. , Homewood , IL : Richard D. Irwin .
   Google Scholar
• Erickson , Gary M. 1977 . “The Time-Varying Effectiveness of Advertising.” . In Contemporary Marketing Thought , Edited by: Greenberg , Barnett A. and Bellenger , Danny N. 125 – 28 . Chicago , IL : American Marketing Association .
   Google Scholar
• Eskin , Gerald J. 1975 . “A Case for Test Market Experiments.” . Journal of Advertising Research , 15 April : 27 – 33 .
   Web of Science ®Google Scholar
• Eskin , Gerald J. 1985 . “Tracking Advertising and Promotion Performance with Single-Source Data.” . Journal of Advertising Research , 25 Feb./March : 31 – 39 .
   Web of Science ®Google Scholar
• Eskin , Gerald J. and Baron , Penny H. 1977 . “Effects of Price and Advertising in Test-Market Experiments.” . Journal of Marketing Research , 14 Nov. : 499 – 508 .
   Web of Science ®Google Scholar
• Farris , Paul and Albion , Mark S. 1981 . “Determinants of the Advertising-to-Sales Ratio.” . Journal of Advertising Research , 21 Feb. : 19 – 27 .
   Web of Science ®Google Scholar
• Farris , Paul W. and Buzzell , Robert D. 1980 . “A Comment on ‘Modeling the Marketing Mix Decision for Industrial Projects’.” . Management Science , 26 Jan. : 97 – 101 .
   Web of Science ®Google Scholar
• Farris , Paul W. and Reibstein , David J. 1979 . “How Prices, Ad Expenditures, and Profits are Linked.” . Harvard Business Review , 57 Nov.-Dec. : 173 – 84 .
   Web of Science ®Google Scholar
• Ferber , Robert . 1980 . Readings in the Analysis of Survey Data , Chicago , IL : American Marketing Association .
   Google Scholar
• Fine , Seymour H. 1980 . “Toward a Theory of Segmentation by Objectives in Social Marketing.” . Journal of Consumer Research , 7 June : 1 – 13 .
   Web of Science ®Google Scholar
• Fishbein , Martin and Ajzen , Icek . 1975 . Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research , Reading , MA : Addison-Wesley .
   Google Scholar
• Fletcher , Alan D. and Zeigler , Sherilyn K. 1978 . “Creative Strategy and Magazine Ad Readership.” . Journal of Advertising Research , 18 Feb. : 29 – 33 .
   Web of Science ®Google Scholar
• Frank , Ronald E. , Massy , William F. and Wind , Yoram . 1972 . Market Segmentation , Englewood Cliffs , NJ : Prentice-Hall .
   Google Scholar
• Fraser , Cynthia and Bradford , John W. 1983 . “Competitive Market Structure Analysis: Principal Partitioning of Revealed Substitutabilities.” . Journal of Consumer Research , 10 June : 15 – 30 .
   Web of Science ®Google Scholar
• Friedman , Lawrence . 1971 . “Calculating TV Reach and Frequency.” . Journal of Advertising Research , 11 Aug. : 21 – 25 .
   Web of Science ®Google Scholar
• Gatignon , Hubert . 1984 . “Toward a Methodology for Measuring Advertising Copy Effects.” . Marketing Science , 3 Fall : 308 – 26 .
   Google Scholar
• Gavish , Bezalel , Horsky , Dan and Srikanth , Kizhanatham . 1983 . “An Approach to the Optimal Positioning of a New Product.” . Management Science , 29 Nov. : 1277 – 97 .
   Web of Science ®Google Scholar
• Gelb , Betsy D. and Pickett , Charles M. 1983 . “Attitude-Toward-The-Ad: Links to Humor and to Advertising Effectiveness.” . Journal of Advertising , 12 ( no. 2 ) : 34 – 42 .
   Google Scholar
• Gensch , Dennis H. 1968 . “Computer Models in Advertising Media Selection.” . Journal of Marketing Research , 5 Nov. : 414 – 24 .
   Web of Science ®Google Scholar
• Gensch , Dennis H. 1969 . “A Computer Simulation Model for Selecting Advertising Schedules.” . Journal of Marketing Research , 6 May : 203 – 14 .
   Web of Science ®Google Scholar
• Gensch , Dennis H. 1978 . “Image-Measurement Segmentation.” . Journal of Marketing Research , 15 Aug. : 384 – 94 .
   Web of Science ®Google Scholar
• Gensch , Dennis H. and Ranganathan , B. 1974 . “Evaluation of Television Program Content for the Purpose of Promotional Segmentation.” . Journal of Marketing Research , 11 Nov. : 390 – 98 .
   Web of Science ®Google Scholar
• Granger , Charles H. 1964 . “The Hierarchy of Objectives.” . Harvard Business Review , 42 May/June : 63 – 74 .
   Web of Science ®Google Scholar
• Granger , C. W. J. and Newbold , Paul . 1977 . Forecasting Economic Time Series , New York , NY : Academic Press .
   Google Scholar
• Grass , Robert C. “Satiation Effects of Advertising.” . Proceedings: ARF 14th Annual Conference . New York , NY : Advertising Research Foundation .
   Google Scholar
• Grass , Robert C. and Wallace , Wallace H. 1969 . “Satiation Effects of TV Commercials.” . Journal of Advertising Research , 9 Sept. : 3 – 8 .
   Web of Science ®Google Scholar
• Green , Paul E. , Carroll , Douglas J. and DeSarbo , Wayne S. 1978 . “A New Measure of Predictor Variable Importance in Multiple Regression.” . Journal of Marketing Research , 15 Aug. : 356 – 60 .
   Web of Science ®Google Scholar
• Green , Paul E. , Carroll , Douglas J. and Goldberg , Stephen M. 1981 . “A General Approach to Product Design Optimization Via Conjoint Analysis.” . Journal of Marketing , 45 Summer : 17 – 37 .
   Web of Science ®Google Scholar
• Green , Paul E. and DeSarbo , Wayne S. 1978 . “Additive Decomposition of Perceptions Data Via Conjoint Analysis.” . Journal of Consumer Research , 5 June : 58 – 66 .
   Web of Science ®Google Scholar
• Green , Paul E. and DeSarbo , Wayne S. 1979 . “Componential Segmentation in the Analysis of Consumer Trade-Offs.” . Journal of Marketing , 43 Fall : 83 – 91 .
   Web of Science ®Google Scholar
• Green , Paul E. and Rao , Vithala R. 1972 . Applied Multidimensional Scaling , Hinsdale , IL : Dryden Press .
   Google Scholar
• Green , Paul E. and Schaffer , Catherine M. 1983 . “Ad Copy Testing.” . Journal of Advertising Research , 23 Oct./Nov. : 73 – 80 .
   Web of Science ®Google Scholar
• Green , Paul E. and Srinivasan , V. 1978 . “Conjoint Analysis in Consumer Research: Issues and Outlook.” . Journal of Consumer Research , 5 Sept. : 103 – 23 .
   Web of Science ®Google Scholar
• Green , Paul E. and Wind , Yoram . 1973 . Multiattribute Decisions in Marketing , Hinsdale , IL : Dryden Press .
   Google Scholar
• Green , Paul E. and Wind , Yoram . 1975 . “New Way to Measure Consumers' Judgments.” . Harvard Business Review , 53 July-Aug. : 107 – 17 .
   Web of Science ®Google Scholar
• Gross , Irwin . 1972 . “The Creative Aspects of Advertising.” . Sloan Management Review , 14 Fall : 83 – 109 .
   Google Scholar
• Guggenheim , Bernard . 1984 . “Advertising Media Planning and Evaluation: Current Research Issues.” . In Current Issues & Research in Advertising vol. 2 , 19 – 38 .
   Google Scholar
• Guiltinan , Joseph P. and Sawyer , Alan G. “Managerial Considerations for Market Segmentation Research.” . 1974 Combined Proceedings . Edited by: Curhan , Ronald C. pp. 25 – 30 . Chicago , IL : American Marketing Association .
   Google Scholar
• Gurwitz , Paul M. 1981 . “Applications of Path Analysis to Marketing Measurement.” . In Marketing: Measurement and Analysis 1981 , Edited by: Keon , John W. 250 – 58 . Providence , RI : The Institute of Management Sciences .
   Google Scholar
• Haley , Douglas F. 1985 . “Advertising Tracking Studies: Packaged-Goods Case Histories.” . Journal of Advertising Research , 25 Feb./March : 45 – 51 .
   Web of Science ®Google Scholar
• Haley , Russell I. 1978 . “Sales Effects of Media Weight.” . Journal of Advertising Research , 18 June : 9 – 18 .
   Web of Science ®Google Scholar
• Hanssens , Dominique M. 1980 . “Bivariate Time-Series Analysis of the Relationship Between Advertising and Sales.” . Applied Economics , 12 Sept. : 329 – 39 .
   Web of Science ®Google Scholar
• Hanssens , Dominique M. and Levien , Henry A. 1983 . “An Econometric Study of Recruitment Marketing in the U.S. Navy.” . Management Science , 29 Oct. : 1167 – 84 .
   Web of Science ®Google Scholar
• Hanssens , Dominique M. and Weitz , Barton A. 1970 . “The Effectiveness of Industrial Print Advertisements Across Product Categories.” . Journal of Marketing Research , 17 Aug. : 294 – 306 .
   Google Scholar
• Hauser , John R. and Simmie , Patricia . 1981 . “Profit Maximizing Perceptual Positions: An Integrated Theory for the Selection of Product Features and Price.” . Management Science , 27 Jan. : 33 – 56 .
   Web of Science ®Google Scholar
• Headen , Robert S. , Klompmaker , Jay E. and Rust , Roland T. 1979 . “The Duplication of Viewing Law and Television Media Schedule Evaluation.” . Journal of Marketing Research , 16 Aug. : 333 – 40 .
   Web of Science ®Google Scholar
• Headen , Robert S. , Klompmaker , Jay E. and Teel , Jesse E. 1976 . “Increasing the Informational Content of Reach and Frequency Estimates.” . Journal of Advertising , 5 Winter : 18 – 21 . 27
   Google Scholar
• Headen , Robert S. , Klompmaker , Jay E. and Teel , Jesse E. 1977 . “Predicting Audience Exposure to Spot TV Advertising Schedules.” . Journal of Marketing Research , 14 Feb. : 1 – 9 .
   Web of Science ®Google Scholar
• Headen , Robert S. , Klompmaker , Jay E. and Teel , Jesse E. 1979 . “Predicting Network TV Viewing Patterns.” . Journal of Advertising Research , 19 Aug. : 49 – 54 .
   Web of Science ®Google Scholar
• Helmer , Richard M. and Johansson , Johny K. 1977 . “An Exposition of the Box-Jenkins Transfer Function Analysis With an Application to the Advertising-Sales Relationship.” . Journal of Marketing Research , 14 May : 227 – 39 .
   Web of Science ®Google Scholar
• Hendon , Donald W. 1981 . “The Advertising-Sales Relationship in Australia.” . Journal of Advertising Research , 21 Feb. : 37 – 47 .
   Web of Science ®Google Scholar
• Henry , Michael D. and Rinne , Heikki J. 1984 . “Predicting Program Shares in New Time Slots,” . Journal of Advertising Research , 24 April/May : 9 – 17 . (a)
   Web of Science ®Google Scholar
• Henry , Michael D. and Rinne , Heikki J. 1984 . “Offensive versus Defensive TV Programming Strategies.” . Journal of Advertising Research , 24 June/July : 45 – 56 . (b)
   Web of Science ®Google Scholar
• Hofmans , Pierre . 1966 . “Measuring the Cumulative Net Coverage of Any Combination of Media.” . Journal of Marketing Research , 3 Aug. : 269 – 78 .
   Web of Science ®Google Scholar
• Holbrook , Morris B. 1981 . “Integrating Compositional and Decompositional Analyses to Represent the Intervening Role of Perceptions in Evaluative Judgments.” . Journal of Marketing Research , 18 Feb. : 13 – 28 .
   Web of Science ®Google Scholar
• Holbrook , Morris B. and Lehmann , Donald R. 1980 . “Form versus Content in Predicting Starch Scores.” . Journal of Advertising Research , 20 Aug. : 53 – 62 .
   Web of Science ®Google Scholar
• Holbrook , Morris B. and O'Shaughnessy , John . 1984 . “The Role of Emotion in Advertising.” . Psychology and Marketing , 1 Summer : 45 – 64 .
   Google Scholar
• Horen , Jeffrey H. 1980 . “Scheduling of Network Television Programs.” . Management Science , 26 April : 354 – 70 .
   Web of Science ®Google Scholar
• Hornik , Jacob . 1980 . “Quantitative Analysis of Visual Perception of Printed Advertisements.” . Journal of Advertising Research , 20 Dec. : 41 – 48 .
   Web of Science ®Google Scholar
• Horsky , Dan . 1977 . “An Empirical Analysis of the Optimal Advertising Policy.” . Management Science , 23 June : 1037 – 49 .
   Web of Science ®Google Scholar
• Horsky , Dan and Simon , Leonard S. 1983 . “Advertising and the Diffusion of New Products.” . Marketing Science , 2 Winter : 1 – 17 .
   Google Scholar
• Houston , Franklin S. 1977 . “Aggregated and Disaggregated Cumulative Advertising Models.” . In Contemporary Marketing Thought , Edited by: Greenberg , Barnett A. and Bellenger , Danny N. 122 – 24 . Chicago , IL : American Marketing Association .
   Google Scholar
• Houston , Franklin S. and Weiss , Doyle L. 1975 . “Cumulative Advertising Effects: The Role of Serial Correlation.” . Decision Sciences , 6 July : 471 – 81 .
   Google Scholar
• Hulbert , James M. , Lehmann , Donald R. and Winer , Russell S. 1983 . “Objective and Strategy Determination: Some Empirical Results.” . Journal of Business Research , 11 Dec. : 427 – 38 .
   Web of Science ®Google Scholar
• Jacoby , Jacob and Chestnut , Robert W. 1978 . Brand Loyalty: Measurement and Management , New York , NY : John Wiley .
   Google Scholar
• Jagpal , Harsharanjeet S. 1981 . “Measuring Joint Advertising Effects in Multiproduct Firms.” . Journal of Advertising Research , 21 Feb. : 65 – 69 .
   Web of Science ®Google Scholar
• Jagpal , Harsharanjeet S. and Hui , Baldwin S. 1980 . “Measuring the Advertising-Sales Relationship: A Multivariate Time-Series Approach.” . In Current Issues & Research in Advertising 211 – 28 .
   Google Scholar
• Jagpal , Harsharanjeet S. , Sudit , Ephraim F. and Vinod , Hrishikesh D. 1982 . “Measuring Dynamic Marketing Mix Interactions Using Translog Functions.” . Journal of Business , 55 July : 401 – 15 .
   Google Scholar
• Jain , Arun K. , Pinson , Christian and Ratchford , Brian T. 1982 . Marketing Research: Applications and Problems , Chichester , , United Kingdom : John Wiley .
   Google Scholar
• Johansson , J. K. and Redinger , Robert . 1979 . “Evaluating Advertising by Path Analysis.” . Journal of Advertising Research , 19 Feb. : 29 – 35 .
   Web of Science ®Google Scholar
• Kamin , Howard . 1978 . “Advertising Reach and Frequency.” . Journal of Advertising Research , 18 Feb. : 21 – 25 .
   Web of Science ®Google Scholar
• Katz , William A. 1980 . “A Sliding Schedule of Advertising Weight.” . Journal of Advertising Research , 4 Aug. : 39 – 44 .
   Google Scholar
• Keon , John W. 1983 . “Product Positioning: TRINODAL Mapping of Brand Images, Ad Images, and Consumer Preference.” . Journal of Marketing Research , 20 Nov. : 380 – 92 .
   Web of Science ®Google Scholar
• Keon , John W. 1983 . “Copy Testing Ads for Imagery Products.” . Journal of Advertising Research , 23 Dec./Jan. : 41 – 50 . 1984
   Web of Science ®Google Scholar
• King , William R. 1983 . “Achieving the Potential of Decision Support Systems.” . The Journal of Business Strategy , 3 Winter : 84 – 91 .
   PubMedGoogle Scholar
• Kishi , Shizue and Leckenby , John D. “Error Factors in Exposure Distribution Models.” . Proceedings of the American Academy of Advertising . pp. 46 – 51 .
   Google Scholar
• Kishi , Shizue and Leckenby , John D. “A Test of the Direct/Indirect BBD and Other Exposure Distribution Models.” . Proceedings of the American Academy of Advertising . pp. 46 – 52 .
   Google Scholar
• Kotler , Philip . 1965 . “Computerized Media Planning: Techniques, Needs, and Prospects.” . In Occasional Papers in Advertising , Urbana , IL : American Academy of Advertising .
   Google Scholar
• Rover , Arthur J. and Little , Charles . 1980 . “Crises in Copy Testing.” . Journal of Advertising Research , 20 Aug. : 65 – 71 .
   Web of Science ®Google Scholar
• Krugman , Herbert E. 1972 . “Why Three Exposures May Be Enough.” . Journal of Advertising Research , 12 Dec. : 11 – 14 .
   Web of Science ®Google Scholar
• Kuhn , Walther . 1963 . “Net Audience of German Magazines: A New Formula.” . Journal of Advertising Research , 3 March : 30 – 33 .
   Web of Science ®Google Scholar
• Kwerel , Seymour M. 1968 . “Information Retrieval for Media Planning.” . Management Science , 15 Dec. : 137 – 60 .
   Web of Science ®Google Scholar
• Kwerel , Seymour M. 1969 . “Estimating Unduplicated Audience and Exposure Distribution.” . Journal of Advertising Research , 9 June : 46 – 53 .
   Web of Science ®Google Scholar
• Kyle , P. W. 1978 . “Lydia Pinkham Revisited: A Box-Jenkins Approach.” . Journal of Advertising Research , 18 April : 31 – 39 .
   Web of Science ®Google Scholar
• Lambin , Jean Jacques . 1972 . “A Computer On-Line Marketing Mix Model.” . Journal of Marketing Research , 11 May : 119 – 26 .
   Web of Science ®Google Scholar
• Lautman , Martin R. , Percy , Larry H. and Kordish , Gail R. 1978 . “Campaigns from Multidimensional Scaling.” . Journal of Advertising Research , 18 June : 35 – 40 .
   Web of Science ®Google Scholar
• Lavidge , Robert J. and Steiner , Gary A. 1961 . “A Model for Predictive Measurements of Advertising Effectiveness.” . Journal of Marketing , 25 Oct. : 59 – 62 .
   Web of Science ®Google Scholar
• Lebart , Ludovic , Morineau , Alain and Warwick , Kenneth M. 1984 . Multivariate Descriptive Statistical Analysis: Correspondence Analysis and Related Techniques for Large Matrices , New York , NY : John Wiley .
   Google Scholar
• Leckenby , John D. and Boyd , Marsha M. 1984 . “An Improved Beta Binomial Reach/Frequency Model for Magazines.” . In Current Issues & Research in Advertising vol. 1 , 1 – 24 . (a)
   Google Scholar
• Leckenby , John D. and Boyd , Marsha M. 1984 . “How Media Directors View Reach/Frequency Model Evaluation Standards.” . Journal of Advertising Research , 24 Oct./Nov. : 43 – 52 . (b)
   Web of Science ®Google Scholar
• Leckenby , John D. and Kishi , Shizue . 1982 . “Performance of Four Exposure Distribution Models.” . Journal of Advertising Research , 22 April/May : 35 – 44 . (a)
   Web of Science ®Google Scholar
• Leckenby , John D. and Kishi , Shizue . 1982 . “How Media Directors View Reach/Frequency Estimation.” . Journal of Advertising Research , 22 June/July : 64 – 69 . (b)
   Web of Science ®Google Scholar
• Leckenby , John D. and Kishi , Shizue . 1984 . “The Dirichlet Multinomial Distribution as a Magazine Exposure Model.” . Journal of Marketing Research , February : 100 – 6 .
   Web of Science ®Google Scholar
• Leckenby , John D. and Wedding , Nugent . 1982 . Advertising Management: Criteria, Analysis, and Decision Making , Columbus , OH : Grid Publishing .
   Google Scholar
• Lee , Alec M. 1962 . “Decision Rules for Media Scheduling: Static Campaigns.” . Operational Research Quarterly , 13 Sept. : 229 – 42 .
   Google Scholar
• Lee , Alec M. 1963 . “Decision Rules for Media Scheduling: Dynamic Campaigns.” . Operational Research Quarterly , 14 Dec. : 365 – 72 .
   Google Scholar
• Lee , Alec M. and Burkart , A. J. 1960 . “Some Optimization Problems in Advertising Media Planning.” . Operational Research Quarterly , 11 Sept. : 113 – 22 .
   Google Scholar
• Leone , Robert P. 1983 . “Modeling Sales-Advertising Relationships: An Integrated Time Series-Econometric Approach.” . Journal of Marketing Research , Aug. : 291 – 95 .
   Web of Science ®Google Scholar
• Leone , Robert P. and Schultz , Randall L. 1980 . “A Study of Marketing Generalizations.” . Journal of Marketing Research , 44 Winter : 10 – 18 .
   Google Scholar
• Liebman , Leon and Lee , Edward . 1974 . “Reach and Frequency Estimating Services.” . Journal of Advertising Research , 14 Aug. : 23 – 25 .
   Web of Science ®Google Scholar
• Lilien , Gary L. 1979 . “ADVISOR 2: Modeling the Marketing Mix Decision for Industrial Products.” . Management Science , 25 Feb. : 191 – 204 .
   Web of Science ®Google Scholar
• Lilien , Gary L. 1980 . “Reply to Farris and Buzzell's Comment on ADVISOR 2 Paper.” . Management Science , 26 Jan. : 101 – 5 .
   Web of Science ®Google Scholar
• Lilien , Gary L. and Kotler , Philip . 1983 . Marketing Decision Making: A Model-Building Approach , New York , NY : Harper and Row .
   Google Scholar
• Lipstein , Benjamin and Neelankavil , James P. 1984 . “Television Advertising Copy Research: A Critical Review of the State of the Art.” . Journal of Advertising Research , 24 April/May : 19 – 25 .
   Web of Science ®Google Scholar
• Little , John D. C. 1970 . “Models and Managers: The Concept of a Decision Calculus.” . Management Science , 16 April : B466 – B485 .
   Web of Science ®Google Scholar
• Little , John D. C. 1975 . “BRANDAID: A Marketing-Mix Model, Part 1: Structure.” . Operations Research , 23 July-Aug. : 628 – 55 . (a)
   Web of Science ®Google Scholar
• Little , John D. C. 1975 . “BRANDAID: A Marketing-Mix Model, Part 2: Implementation, Calibration, and Case Study.” . Operations Research , 23 July-Aug. : 656 – 73 . (b)
   Web of Science ®Google Scholar
• Little , John D. C. 1979 . “Aggregate Advertising Models: The State of the Art.” . Operations Research , 27 July-Aug. : 629 – 67 . (a)
   Web of Science ®Google Scholar
• Little , John D. C. 1979 . “Decision Support Systems for Marketing Managers.” . Journal of Marketing , 43 Summer : 9 – 26 . (b)
   Web of Science ®Google Scholar
• Little , John D. C. 1983 . “Comments on Bass, ‘A Discussion of Different Philosophies in the Analysis of Advertising-Sales Relationships’.” . In Advances and Practices of Marketing Science 1983 , Edited by: Zufryden , Fred S. 8 – 10 . Providence , RI : The Institute of Management Science .
   Google Scholar
• Little , John D. C. and Lodish , Leonard M. 1966 . “A Media Selection Model and its Optimization by Dynamic Programming.” . Industrial Management Review , 8 Fall : 15 – 23 .
   Google Scholar
• Little , John D. C. and Lodish , Leonard M. 1969 . “A Media Planning Calculus.” . Operations Research , 17 Jan./Feb. : 1 – 35 .
   Web of Science ®Google Scholar
• Little , John D. C. and Lodish , Leonard M. 1981 . “Commentary on ‘Judgment Based Marketing Decision Models’.” . Journal of Marketing , 45 Fall : 24 – 29 .
   Web of Science ®Google Scholar
• Locander , William B. , Scamell , Richard W. , Sparkman , Richard M. and Burton , John P. 1978 . “Media Allocation Model Using Nonlinear Benefit Curves.” . Journal of Business Research , 6 Dec. : 273 – 93 .
   Web of Science ®Google Scholar
• Lodish , Leonard M. 1971 . “Considering Competition in Media Planning.” . Management Science , 17 Feb. : B293 – B306 .
   Web of Science ®Google Scholar
• Lodish , Leonard M. 1975 . “A Note on Modeling the Relationship of Diminishing Returns to Media Overlap for the Media Planning Problem.” . Management Science , 22 Sept. : 111 – 15 .
   Web of Science ®Google Scholar
• Longman , Kenneth A. “Remarks Concerning Irwin Gross' ‘Should the Advertiser Spend More Money on Creating Advertising?’” . Proceedings of the 13th Annual Conference of the Advertising Research Foundation . pp. 82 – 83 .
   Google Scholar
• MacLachlan , Douglas L. and Johansson , Johny K. 1981 . “Market Segmentation with Multivariate AID.” . Journal of Marketing , 45 Winter : 74 – 84 .
   Web of Science ®Google Scholar
• Maffei , Richard B. 1960 . “Planning Advertising Expenditures by Dynamic Programming Methods.” . Industrial Management Review , 1 Dec. : 94 – 100 .
   Google Scholar
• Mahajan , Vijay , Bretschneider , Stuart I. and Bradford , John W. 1980 . “Feedback Approaches to Modeling Structural Shifts in Market Response.” . Journal of Marketing , 44 Winter : 71 – 80 .
   Web of Science ®Google Scholar
• Mahajan , Vijay and Jain , Arun K. 1978 . “An Approach to Normative Segmentation.” . Journal of Marketing Research , 15 Aug. : 338 – 45 .
   Web of Science ®Google Scholar
• Mahajan , Vijay and Muller , Eitan . 1979 . “Innovation Diffusion and New Product Growth Models in Marketing.” . Journal of Marketing , 43 Fall : 55 – 68 .
   Web of Science ®Google Scholar
• Mahajan , Vijay and Sharma , Subhash . 1984 . “An Empirical Comparison of Awareness Forecasting Models of New Product Introduction.” . Marketing Science , 3 Summer : 179 – 97 .
   Google Scholar
• Marc , Marcel . 1963 . “Net Audiences of French Business Papers: Agostini's Formula Applied to Special Markets.” . Journal of Advertising Research , 3 March : 26 – 29 .
   Web of Science ®Google Scholar
• Marc , Marcel . 1968 . “Combining Simulation and Panel Data to Obtain Reach and Frequency.” . Journal of Advertising Research , 8 June : 11 – 16 .
   Web of Science ®Google Scholar
• Marschner , Donald C. 1971 . “DAGMAR Revisited—Eight Years Later.” . Journal of Advertising Research , 11 April : 27 – 33 .
   Web of Science ®Google Scholar
• McCann , John M. 1974 . “Market Segment Response to the Marketing Decision Variables.” . Journal of Marketing Research , 11 Nov. : 399 – 412 .
   Web of Science ®Google Scholar
• McCann , John M. and Ojdana , Edward S. 1980 . “On the Form of the Lagged Effect of Advertising.” . In Marketing in the 80's: Changes and Challenges , Edited by: Bagozzi , Richard P. , Bernhardt , Kenneth L. , Busch , Paul S. , Cravens , David W. , Hair , Joseph F. Jr. and Scott , Carol A. 298 – 301 . Chicago , IL : American Marketing Association .
   Google Scholar
• McDaniel , Stephen W. 1981 . “Multicollinearity in Advertising-Related Data.” . Journal of Advertising Research , 21 June : 59 – 63 .
   Web of Science ®Google Scholar
• Metheringham , Richard A. 1964 . “Measuring the Net Cumulative Coverage of a Print Campaign.” . Journal of Advertising Research , 4 Dec. : 23 – 28 .
   Web of Science ®Google Scholar
• Michaels , Edward G. 1982 . “Marketing Muscle.” . Business Horizons , 25 May/June : 63 – 74 .
   Web of Science ®Google Scholar
• Michman , Ronald D. , Gable , Myron and Gross , Walter . 1977 . Market Segmentation: A Selected and Annotated Bibliography , Chicago , IL : American Marketing Association .
   Google Scholar
• Mitchell , Andrew A. 1981 . “The Dimensions of Advertising Involvement.” . In Advances in Consumer Research , Edited by: Monroe , Kent B. vol. 8 , 25 – 30 . Ann Arbor , MI : Association for Consumer Research .
   Google Scholar
• Mitchell , Arnold and MacNulty , Christine . 1981 . “Changing Values and Lifestyles.” . Long Range Planning , 14 April : 37 – 41 .
   Web of Science ®Google Scholar
• Miller , David W. and Starr , Martin K. 1960 . Executive Decisions and Operations Research , Englewood Cliffs , NJ : Prentice-Hall, Inc. .
   Google Scholar
• Mogg , Jack M. and Enis , Ben M. 1974 . “Assessing Media Effectiveness Via Network Flowgraphs.” . Journal of Advertising , 3 ( no. 3 ) : 35 – 41 .
   Google Scholar
• Mondroski , Marcia M. , Reid , Leonard N. and Russell , Thomas J. 1983 . “Agency Creative Decision Making: A Decision Systems Analysis.” . In Current Issues & Research in Advertising vol. 1 , 57 – 69 .
   Google Scholar
• Moore , James H. 1984 . “Researching the Researchers: Who's Reading the Journal.” . Journal of Advertising Research , 24 June/July : 64 – 68 .
   Web of Science ®Google Scholar
• Moran , William T. 1963 . “Practical Media Decisions and the Computer.” . Journal of Marketing , 27 July : 26 – 30 .
   Web of Science ®Google Scholar
• Moran , William T. “Does Pulsing Pay?” . Proceedings of the 22nd Annual Conference of the Advertising Research Foundation . pp. 129 – 58 . New York , NY : Advertising Research Foundation .
   Google Scholar
• Moriarty , Mark . 1975 . “Cross-Sectional, Time-Series Issues in the Analysis of Marketing Decision Variables.” . Journal of Marketing Research , 12 May : 142 – 50 .
   Web of Science ®Google Scholar
• Moriarty , Sandra Ernst . 1983 . “Beyond the Hierarchy of Effects: A Conceptual Framework.” . In Current Issues & Research in Advertising vol. 1 , 45 – 55 .
   Google Scholar
• Murphy , Richard A. and Tatham , Ronald L. 1979 . “Optimal Construction of Experimental Clusters.” . Management Science , 25 Feb. : 182 – 90 .
   Web of Science ®Google Scholar
• Myers , James H. 1976 . “MDS and Related Technologies: Issues and Opportunities.” . In Marketing: 1776–1976 and Beyond , Edited by: Bernhardt , Kenneth L. 305 – 7 . Chicago , IL : American Marketing Association .
   Google Scholar
• Myers , James H. and Tauber , Edward . 1977 . Market Structure Analysis , Chicago , IL : American Marketing Association .
   Google Scholar
• Naert , Philippe and Leeflang , Peter . 1978 . Building Implementable Marketing Models , Leiden , , Netherlands : Martinus Nijhoff Social Sciences Division .
   Google Scholar
• Naples , Michael J. 1979 . Effective Frequency: The Relationship Between Frequency and Advertising Effectiveness , New York , NY : Association of National Advertisers, Inc. .
   Google Scholar
• Naples , Michael J. 1984 . “Electronic Media Research: An Update and a Look at the Future.” . Journal of Advertising Research , 24 Aug./Sept. : 39 – 46 .
   Web of Science ®Google Scholar
• Narasimhan , Chakravarthi and Sen , Subrata K. 1983 . “New Product Models for Test Market Data.” . Journal of Marketing , 47 Winter : 11 – 24 .
   Web of Science ®Google Scholar
• Oherlihy , Callaghan . 1980 . “Why Ad Experiments Fail.” . Journal of Advertising Research , 20 Feb. : 53 – 58 .
   Web of Science ®Google Scholar
• Ostheimer , Richard H. 1970 . “Frequency Effects Over Time.” . Journal of Advertising Research , 10 Feb. : 19 – 22 .
   Web of Science ®Google Scholar
• Ostlund , Lyman E. 1978 . “Advertising Copy Testing: A Review of Current Practices, Problems, and Prospects.” . Current Issues and Research in Advertising , : 87 – 105 .
   Google Scholar
• Ostrow , Joseph W. 1984 . “Setting Frequency Levels: An Art or a Science?” . Journal of Advertising Research , 24 Aug./Sept. : I9 – I11 .
   Web of Science ®Google Scholar
• Palda , Kristian S. 1966 . “The Hypothesis of a Hierarchy of Effects.” . Journal of Marketing Research , 3 Feb. : 13 – 24 .
   Web of Science ®Google Scholar
• Palda , Kristian S. and Turner , Ronald E. 1977 . “Managerial Implications of Long-Lasting Advertising Effects.” . In Cumulative Advertising Effects: Sources and Implications , Edited by: Clarke , Darral G. 171 – 89 . Cambridge , MA : Marketing Science Institute .
   Google Scholar
• Parsons , Leonard J. 1975 . “The Product Life Cycle and Time-Varying Advertising Elasticities.” . Journal of Marketing Research , 12 November : 476 – 80 .
   Web of Science ®Google Scholar
• Parsons , Leonard J. 1976 . “A Rachet Model of Advertising Carryover Effects.” . Journal of Marketing Research , 13 Feb. : 76 – 79 .
   Web of Science ®Google Scholar
• Parsons , Leonard J. 1981 . “Models of Market Mechanisms.” . In Marketing Decision Models , Edited by: Schultz , Randall L. and Zolners , Andris A. 77 – 98 . New York , NY : American Elsevier Publishing Company .
   Google Scholar
• Parsons , Leonard J. and Schultz , Randall L. 1976 . Marketing Models and Econometric Research , North Holland .
   Google Scholar
• Peckham , James O. Sr. 1978 . The Wheel of Marketing , Chicago , IL : A. C. Nielsen Company .
   Google Scholar
• Peles , Yoram C. 1979 . “Econometric Measurement of the Duration of Advertising Effect on Sales: A Comment.” . Journal of Marketing Research , 16 May : 284 – 85 .
   Web of Science ®Google Scholar
• Percy , Larry . 1976 . “How Market Segmentation Guides Advertising Strategy.” . Journal of Advertising Research , 16 Oct. : 11 – 22 .
   Web of Science ®Google Scholar
• Percy , Larry . 1982 . “Psycholinguistic Guidelines for Advertising Copy.” . In Advances in Consumer Research , Edited by: Mitchell , Andrew A. vol. 9 , 197 – 211 . Ann Arbor , MI : Association for Consumer Research .
   Google Scholar
• Percy , Larry . 1983 . “A Review of the Effects of Specific Advertising Elements upon Overall Communication Response.” . In Current Issues & Research in Advertising 77 – 118 .
   Google Scholar
• Petty , Richard E. and Cacioppo , John T. 1981 . “Issue Involvement as a Moderator of the Effects on Attitude of Advertising Content and Context.” . In Advances in Consumer Research , Edited by: Monroe , Kent B. vol. 8 , 20 – 24 . Ann Arbor , MI : Association for Consumer Research .
   Google Scholar
• Picconi , Mario J. and Olson , Charles L. 1978 . “Advertising Decision Rules in a Multibrand Environment Optimal Control Theory and Evidence.” . Journal of Marketing Research , 15 Feb. : 82 – 92 .
   Web of Science ®Google Scholar
• Preston , Ivan L. 1982 . “The Association Model of the Advertising Communication Process.” . Journal of Advertising , 11 ( no. 2 ) : 3 – 15 .
   Google Scholar
• Pringle , Lewis G. , Wilson , Dale R. and Brody , Edward I. 1982 . “NEWS: A Decison-Oriented Model for New Product Analysis and Forecasting.” . Marketing Science , 1 Winter : 1 – 29 .
   Google Scholar
• Raj , S. P. 1982 . “The Effects of Advertising on High and Low Loyalty Consumer Segments.” . Journal of Consumer Research , 9 June : 77 – 89 .
   Web of Science ®Google Scholar
• Rao , Ambar G. 1970 . Quantitative Theories in Advertising , New York , NY : John Wiley .
   Google Scholar
• Rao , Ambar G. and Miller , Peter B. 1975 . “Advertising/Sales Response Functions.” . Journal of Advertising Research , 15 April : 7 – 15 .
   Web of Science ®Google Scholar
• Rao , Ram C. 1985 . “A Note on Optimal and Near Optimal Price and Advertising Strategies.” . Management Science , 31 March : 376 – 77 .
   Web of Science ®Google Scholar
• Rao , Vithala R. 1972 . “Alternative Econometric Models of Sales-Advertising Relationships.” . Journal of Marketing Research , 9 May : 177 – 81 .
   Web of Science ®Google Scholar
• Ray , Michael L. 1973 . “A Decision Sequence Analysis of Developments in Marketing Communication.” . Journal of Marketing , 37 Jan. : 29 – 38 .
   Web of Science ®Google Scholar
• Ray , Michael L. 1982 . Advertising and Communication Management , Englewood Cliffs , NJ : Prentice-Hall .
   Google Scholar
• Ray , Michael L. November 1 1983 . “A Marketing Communication System.” , November 1 , Urbana-Champaign : Department of Advertising, University of Illinois . Working paper number 15
   Google Scholar
• Ray , Michael L. and Batra , Rajeev . 1983 . “Emotion and Persuasion in Advertising: What We Do and Don't Know about Affect.” . In Advances in Consumer Research , Edited by: Bagozzi , Richard P. and Tybout , Alice M. vol. 10 , 543 – 48 . Ann Arbor , MI : Association for Consumer Research .
   Google Scholar
• Ray , Michael L. and Sawyer , Alan G. 1971 . “Repetition in Media Models: A Laboratory Technique.” . Journal of Marketing Research , 8 Feb. : 20 – 29 .
   Web of Science ®Google Scholar
• Ray , Michael L. and Strong , Edward G. 1971 . “Frequency Effects Revisited.” . Journal of Advertising Research , 11 Feb. : 14 – 20 .
   Web of Science ®Google Scholar
• Ray , Michael L. and Wilkie , William L. 1970 . “Fear: The Potential of an Appeal Neglected by Marketing.” . Journal of Marketing , 34 Jan. : 54 – 62 .
   Web of Science ®Google Scholar
• Reid , Leonard N. and Moriarty , Sandra Ernst . 1983 . “Ideation: A Review of Research.” . In Current Issues & Research in Advertising vol. 2 , 119 – 34 .
   Google Scholar
• Reid , Leonard N. and Rotfeld , Herbert J. 1976 . “Toward an Associative Model of Advertising Creativity.” . Journal of Advertising , 5 Fall : 24 – 29 .
   Google Scholar
• Riordan , Edward A. and Morgan , Fred W. Jr. 1979 . “A Taxonomic Evaluation of Advertising Budgeting Models.” . Journal of Advertising , 8 Winter : 33 – 38 .
   Google Scholar
• Rossiter , John R. 1981 . “Predicting Starch Scores.” . Journal of Advertising Research , 21 Oct. : 63 – 68 .
   Web of Science ®Google Scholar
• Rossiter , John R. 1982 . “Visual Imagery: Applications to Advertising.” . In Advances in Consumer Research , Edited by: Mitchell , Andrew . vol. 9 , 101 – 6 . Ann Arbor , MI : Association for Consumer Research .
   Google Scholar
• Ruch , Dudley M. “Advertising Today: Do the ‘Old Models’ Still Work?” . 1975 Combined Proceedings . Edited by: Mazze , Edward M. pp. 459 – 61 . Chicago , IL : American Marketing Association .
   Google Scholar
• Rust , Roland T. “Advertising Schedules for Network Television.” . Paper presented to the TIMS/ORSA Joint National Meeting . Washington , D.C. .
   Google Scholar
• Rust , Roland T. and Alpert , Mark I. 1984 . “An Audience Flow Model of Television Viewing Choice.” . Marketing Science , 3 Spring : 113 – 24 .
   Google Scholar
• Rust , Roland T. and Klompmaker , Jay E. 1981 . “Improving the Estimation Procedure for the Beta Binomial TV Exposure Model.” . Journal of Marketing Research , 18 Nov. : 442 – 48 .
   Web of Science ®Google Scholar
• Rust , Roland T. and Headen , Robert S. 1981 . “A Comparative Study of Television Duplication Models.” . Journal of Advertising , 10 : 42 – 46 .
   Google Scholar
• Rust , Roland T. and Leone , Robert P. 1984 . “The Mixed-Media Dirichlet Multinomial Distribution: A Model for Evaluating Television-Magazine Advertising Schedules.” . Journal of Marketing Research , 21 Feb. : 89 – 99 .
   Web of Science ®Google Scholar
• Sabavala , Darius J. and Morrison , Donald G. 1981 . “A Nonstationary Model of Binary Choice Applied to Media Exposure.” . Management Science , 27 June : 637 – 57 .
   Web of Science ®Google Scholar
• Sawyer , Alan and Ward , Scott . 1977 . “Carry-Over Effects in Advertising Communication: Evidence and Hypotheses from Behavioral Sciences.” . In Cumulative Advertising Effects: Sources and Implications , Edited by: Clarke , Darral G. 71 – 170 . Cambridge , MA : Marketing Science Institute .
   Google Scholar
• Schmalensee , Diane H. 1983 . “Today's Top Priority Advertising Research Questions.” . Journal of Advertising Research , 23 April/May : 49 – 60 .
   Web of Science ®Google Scholar
• Schreiber , Robert J. 1968 . “Probability Assignments for the Simulation of Media Reach and Frequency.” . Journal of Advertising Research , 8 June : 3 – 8 .
   Web of Science ®Google Scholar
• Schreiber , Robert J. 1969 . “The Metheringham Method for Media Mix: An Evaluation.” . Journal of Advertising Research , 9 June : 54 – 56 .
   Web of Science ®Google Scholar
• Schultz , Don E. 1979 . “Media Research Users Want.” . Journal of Advertising Research , 19 Dec. : 13 – 17 .
   Web of Science ®Google Scholar
• Schultz , Randall L. 1971 . “Market Measurement and Planning With a Simultaneous-Equation Model.” . Journal of Marketing Research , 8 May : 153 – 64 .
   Web of Science ®Google Scholar
• Seggev , Eli . 1982 . “Testing Persuasion by Strategic Positioning.” . Journal of Advertising Research , 22 Feb./March : 37 – 42 .
   Web of Science ®Google Scholar
• Sethi , Suresh P. 1977 . “Dynamic Optimal Control Models in Advertising: A Survey.” . SIAM Review , 19 Oct. : 685 – 725 .
   Web of Science ®Google Scholar
• Sexton , Donald E. Jr. 1974 . “A Cluster Analytic Approach to Market Response Functions.” . Journal of Marketing Research , 11 Feb. : 109 – 14 .
   Web of Science ®Google Scholar
• Sheth , Jagdish N. 1977 . Multivariate Methods for Market and Survey Research , Chicago , IL : American Marketing Association .
   Google Scholar
• Shetty , Y. K. 1979 . “New Look at Corporate Goals.” . California Management Review , 22 Winter : 71 – 79 .
   Web of Science ®Google Scholar
• Shocker , Allan D. 1970 . “Limitations of Incremental Search in Media Selection.” . Journal of Marketing Research , 7 Feb. : 101 – 3 .
   Web of Science ®Google Scholar
• Shocker , Allan D. and Stewart , David W. 1983 . “Strategic Marketing Decision-Making and Perceptual Mapping.” . In Advances and Practices of Marketing Science , Edited by: Zufryden , Fred S. 224 – 39 . Providence , RI : The Institute of Management Sciences .
   Google Scholar
• Silk , Alvin J. and Urban , Glen L. 1978 . “Pre-Test-Market Evaluation of New Packaged Goods: A Model and Measurement Methodology.” . Journal of Marketing Research , 15 May : 171 – 91 .
   Web of Science ®Google Scholar
• Simon , Hermann . 1982 . “ADPULS: An Advertising Model with Wearout and Pulsation.” . Journal of Marketing Research , 19 Aug. : 352 – 64 .
   Web of Science ®Google Scholar
• Simon , Hermann and Thiel , Michael . 1980 . “Hits and Flops among German Media Models.” . Journal of Advertising Research , 20 Dec. : 25 – 29 .
   Web of Science ®Google Scholar
• Simon , Julian L. 1979 . “What Do Zielske's Real Data Really Show About Pulsing?” . Journal of Marketing Research , 16 Aug. : 415 – 20 .
   Web of Science ®Google Scholar
• Simon , Julian L. and Arndt , John . 1980 . “The Shape of the Advertising Response Function.” . Journal of Advertising Research , 20 Aug. : 11 – 28 .
   Web of Science ®Google Scholar
• Sissors , Jack Z. 1982 . “Confusions About Effective Frequency.” . Journal of Advertising Research , 22 Dec./Jan. : 33 – 37 . 1983
   Web of Science ®Google Scholar
• Sissors , Jack Z. 1984 . Problems in Marketing Management , Englewood Cliffs , NJ : Prentice-Hall .
   Google Scholar
• Smith , Gail . 1967 . “How GM Measures Ad Effectiveness.” . In Readings in Market Research , Edited by: Cox , Keith K. 170 – 80 . New York , NY : Appleton-Century-Crofts .
   Google Scholar
• Smith , Robert E. and Lusch , Robert F. 1976 . “How Advertising Can Position a Brand.” . Journal of Advertising Research , 16 Feb. : 37 – 43 .
   Web of Science ®Google Scholar
• Smith , Robert E. and Swinyard , William R. 1982 . “Information Response Models: An Integrated Approach.” . Journal of Marketing , 46 Winter : 81 – 93 .
   Web of Science ®Google Scholar
• Soley , Lawrence and Teel , Jesse . “A Model for Evaluating Radio Station Audience Delivery.” . Proceedings of the American Academy of Advertising . pp. 93 – 96 .
   Google Scholar
• Sonquist , John A. , Baker , Elizabeth Lauh and Morgan , James N. 1973 . Searching for Structure., , Revised ed. , Ann Arbor , MI : University of Michigan .
   Google Scholar
• Sprauge , Jeremy D. 1981 . “Exaggerated and Underestimated Newspaper Reach.” . Journal of Advertising Research , 21 Dec. : 39 – 44 .
   Web of Science ®Google Scholar
• Stansell , Stanley R. and Wilder , Ronald P. 1976 . “Lagged Effects on Annual Advertising Budgets.” . Journal of Advertising Research , 16 Oct. : 35 – 40 .
   Web of Science ®Google Scholar
• Starr , Martin K. and Rubinson , Joel R. 1978 . “A Loyalty Group Segmentation Model for Brand Purchasing Simulation.” . Journal of Marketing Research , 15 Aug. : 378 – 83 .
   Web of Science ®Google Scholar
• Stasch , Stanley F. 1965 . “Linear Programming and Space-Time Considerations in Media Selection.” . Journal of Advertising Research , 5 Dec. : 40 – 46 .
   Web of Science ®Google Scholar
• Stasch , Stanley F. 1967 . “Linear Programming and Media Selection: A Comment.” . Journal of Marketing Research , 4 May : 205 – 7 .
   Web of Science ®Google Scholar
• Stasch , Stanley F. and Lanktree , Patricia . 1980 . “Can Your Marketing Planning Procedures Be Improved?” . Journal of Marketing , 44 Summer : 79 – 90 .
   Web of Science ®Google Scholar
• Sternthal , Brian and Craig , Samuel C. 1973 . “Humor in Advertising.” . Journal of Marketing , 37 Oct. : 12 – 18 .
   Web of Science ®Google Scholar
• Sternthal , Brian and Craig , Samuel C. 1974 . “Fear Appeals: Revisited and Revised.” . Journal of Consumer Research , 1 Dec. : 22 – 34 .
   Web of Science ®Google Scholar
• Stewart , David W. and Blackwell , Joan . 1980 . “Media Decision Models: A State of the Art Review.” , Vanderbilt University . Working paper 80–124
   Google Scholar
• Stewart , David W. , Furse , David H. and Kozak , Randall P. 1983 . “A Guide to Commercial Copytesting Services.” . In Current Issues & Research in Advertising vol. 1 , 1 – 44 .
   Google Scholar
• Strong , Edward C. 1974 . “The Use of Field Experimental Observations in Estimating Advertising Recall.” . Journal of Marketing Research , 11 Nov. : 369 – 78 .
   Web of Science ®Google Scholar
• Strong , Edward C. 1977 . “The Spacing and Timing of Advertising.” . Journal of Advertising Research , 17 Dec. : 25 – 31 .
   Web of Science ®Google Scholar
• Sullivan , Gary L. and O'Connor , P. J. 1983 . “Search for a Relationship Between Viewer Responses to the Creative Aspects of Televised Messages and Behavioral Intention.” . In Advances in Consumer Research , Edited by: Bagozzi , Richard P. and Tybout , Alice M. vol. 10 , 32 – 35 . Ann Arbor , MI : Association for Consumer Research .
   Google Scholar
• Sunoo , D. H. and Lin , Lynn Y. S. 1979 . “A Search for Optimal Advertising Spending Level.” . Journal of Advertising , 8 Summer : 25 – 28 .
   Google Scholar
• Taylor , C. J. 1963 . “Some Developments in the Theory and Application of Media Scheduling Methods.” . Operational Research Quarterly , 14 Sept. : 291 – 305 .
   Google Scholar
• Thietart , R. A. and Vivas , R. 1984 . “An Empirical Investigation of Success Strategies for Business Along the Product Life Cycle.” . Management Science , 30 Dec. : 1405 – 23 .
   Web of Science ®Google Scholar
• Thompson , Gerald . 1981 . “An Optimal Control Model of Advertising Pulsations and Wearout.” . In Marketing: Measurement and Analysis , Edited by: Keon , John W. 34 – 43 . Providence , RI : The Institute of Management Sciences .
   Google Scholar
• Tollefson , John O. and Lessig , Parker V. 1978 . “Aggregation Criteria in Normative Market Segmentation Theory.” . Journal of Marketing Research , 15 Aug. : 346 – 55 .
   Web of Science ®Google Scholar
• Twedt , Dik Warren . 1952 . “A Multiple Factor Analysis of Advertising Readership.” . Journal of Applied Psychology , 36 June : 207 – 15 .
   Web of Science ®Google Scholar
• Unger , Lynette S. and Stearns , James M. “The Use of Fear and Guilt Messages in Television Advertising: Issues and Evidence.” . AMA Educators' Proceedings . Edited by: Murphy , Patrick E. , Laczniak , Gene R. , Anderson , Paul F. , Belk , Russell W. , Ferrell , O. C. , Lusch , Robert F. , Shimp , Terence A. and Weinberg , Charles B. pp. 16 – 20 . Chicago , IL : American Marketing Association .
   Google Scholar
• Urban , Glen L. 1970 . “SPRINTER Mod III: A Model for the Analysis of New Frequently Purchased Consumer Products.” . Operations Research , 18 Sept.-Oct. : 805 – 54 .
   Web of Science ®Google Scholar
• Urban , Glen L. 1975 . “PERCEPTOR: A Model for Product Positioning.” . Management Science , 21 April : 858 – 71 . (a)
   Web of Science ®Google Scholar
• Urban , Glen L. 1975 . “Allocating Ad Budgets Geographically.” . Journal of Advertising Research , 15 Dec. : 7 – 15 . (b)
   Web of Science ®Google Scholar
• Urban , Glen L. and Hauser , John R. 1980 . Design and Marketing of New Products , Englewood Cliffs , NJ : Prentice-Hall .
   Google Scholar
• Urban , Glen L. and Katz , Gerald M. 1983 . “Pre-Test-Market Models: Validation and Managerial Implications.” . Journal of Marketing Research , 20 Aug. : 221 – 34 .
   Web of Science ®Google Scholar
• Valiente , Rafael . 1973 . “Mechanical Correlates of Ad Recognition.” . Journal of Advertising Research , 13 June : 13 – 18 .
   Web of Science ®Google Scholar
• Vanhonacker , Wilfried R. 1983 . “Carryover Effects and Temporal Aggregation in a Partial Adjustment Model Framework.” . Marketing Science , 2 Summer : 297 – 317 .
   Google Scholar
• Vaughn , Richard . 1980 . “How Advertising Works: A Planning Model.” . Journal of Advertising Research , 20 Oct. : 27 – 33 .
   Web of Science ®Google Scholar
• Vavra , Terry G. and Hackleman , Edwin C. 1980 . “An Exposition of Tri-Mode Factor Analysis for Segmenting Target Audience Reactions.” . In Advances in Consumer Research , Edited by: Olson , Jerry C. vol. 7 , 788 – 91 . Ann Arbor , MI : Association for Consumer Research .
   Google Scholar
• Weinberg , Charles B. and Shachmut , Kenneth M. 1978 . “ARTS PLAN: A Model Based System for Use in Planning a Performing Arts Series.” . Management Science , 24 Feb. : 654 – 64 .
   Web of Science ®Google Scholar
• Weinberg , Charles B. and Weiss , Doyle L. 1982 . “On the Econometric Measurement of the Duration of Advertising Effect on Sales.” . Journal of Marketing Research , Nov. : 585 – 91 .
   Web of Science ®Google Scholar
• Weiss , Doyle L. , Weinberg , Charles B. and Windal , Pierre M. 1983 . “The Effects of Serial Correlation and Data Aggregation on Advertising Measurement.” . Journal of Marketing Research , 20 Aug. : 368 – 79 .
   Web of Science ®Google Scholar
• Weiss , Doyle L. and Windal , Pierre M. 1980 . “Testing Cumulative Advertising Effects: A Comment on Methodology.” . Journal of Marketing Research , 17 Aug. : 371 – 78 .
   Web of Science ®Google Scholar
• Welam , Ulf Peter . 1982 . “Optimal and Near Optimal Price and Advertising Strategies for Finite and Infinite Horizons.” . Management Science , 28 Nov. : 1313 – 27 .
   Web of Science ®Google Scholar
• Wells , William D. 1983 . “Point of View: How to End the Never Ending Struggle.” . Journal of Advertising Research , 23 April/May : 67 – 68 .
   Web of Science ®Google Scholar
• Wells , William D. 1985 . “Attitudes and Behavior: Lessons from the Needham Life Style Study.” . Journal of Advertising Research , 25 Feb./March : 40 – 44 .
   Web of Science ®Google Scholar
• Wildt , Albert R. 1977 . “Estimating Models of Seasonal Market Response Using Dummy Variables.” . Journal of Marketing Research , 14 Feb. : 34 – 41 .
   Web of Science ®Google Scholar
• Wildt , Albert R. , Bruno , Albert V. and Ginter , James L. 1981 . “Attitude Models.” . Journal of Advertising Research , 21 Aug. : 61 – 70 .
   Web of Science ®Google Scholar
• Wildt , Albert R. and McCann , John M. 1980 . “A Regression Model for Market Segmentation Studies.” . Journal of Marketing Research , 17 Aug. : 335 – 40 .
   Web of Science ®Google Scholar
• Wildt , Albert R. and Winer , Russell S. 1983 . “Modeling and Estimation in Changing Marketing Environments.” . Journal of Business , 56 July : 365 – 88 .
   Google Scholar
• Wilkie , William L. and Pessemier , Edgar A. 1973 . “Issues in Marketing's Use of Multi-Attribute Models.” . Journal of Marketing Research , 10 Nov. : 428 – 41 .
   Web of Science ®Google Scholar
• Wilson , Clark W. “Linear Programming Basics.” . Proceedings of the 8th Annual Conference of the Advertising Research Foundation . pp. 78 – 100 .
   Google Scholar
• Wilson , Dale R. , Lilien , Gary L. and Kotler , Philip . 1983 . Marketing Decision Making: A Model-Building Approach , 523 – 24 . New York , NY : Harper & Row .
   Google Scholar
• Wilson , Dale R. , Lilien , Gary L. and Kotler , Philip . 1985 . “Segmentation and Communication in the Industrial Marketplace: An Empirical Study.” , Michigan State University . Working paper
   Google Scholar
• Wilson , Dale R. , Bennett , Priscilla and Couchman , Cynthia . “Evaluating the Effectiveness of Advertising to Business Markets.” . In A Strategic Approach to Business Marketing , Edited by: Spekman , Robert E. and Wilson , David T. Chicago , IL : American Marketing Association, in press .
   Google Scholar
• Wilson , Terry C. and Harris , Brian F. 1977 . “The Application of Additive Conjoint Analysis in Marketing Research: Assumptions, Advantages, and Limitations.” . In Contemporary Marketing Thought , Edited by: Greenburg , Barnett A. and Bellenger , Danny N. 86 – 89 . Chicago , IL : American Marketing Association .
   Google Scholar
• Wind , Yoram . 1978 . “Issues and Advances in Segmentation Research.” . Journal of Marketing Research , 15 Aug. : 317 – 37 .
   Web of Science ®Google Scholar
• Wind , Yoram . 1982 . Product Policy: Concepts, Methods, and Strategy , Reading , MA : Addison-Wesley Publishing Company .
   Google Scholar
• Wind , Yoram . 1984 . “The Contribution of Research to Product Management and New Product Development.” , University of Pennsylvania . Working paper 84–015
   Google Scholar
• Wind , Yoram , Mahajan , Vijay and Cardozo , Richard N. 1981 . New-Product Forecasting: Models and Applications , Lexington , MA : Lexington Books .
   Google Scholar
• Winer , Leon . 1965 . “Are You Really Planning Your Marketing?” . Journal of Marketing , 29 Jan. : 1 – 8 .
   Web of Science ®Google Scholar
• Winer , Russell S. 1979 . “An Analysis of the Time-Varying Effects of Advertising: The Case of Lydia Pinkham.” . Journal of Business , 52 Oct. : 563 – 76 .
   Web of Science ®Google Scholar
• Winer , Russell S. 1980 . “A Longitudinal Model to Decompose the Effects of an Advertising Stimulus on Family Consumption.” . Management Science , 26 Jan. : 78 – 85 . (a)
   Web of Science ®Google Scholar
• Winer , Russell S. 1980 . “Estimation of a Longitudinal Model to Decompose the Effects of an Advertising Stimulus on Family Consumption.” . Management Science , 26 May : 471 – 82 . (b)
   Web of Science ®Google Scholar
• Winter , Frederick W. 1979 . “A Cost-Benefit Approach to Market Segmentation.” . Journal of Marketing , 43 Fall : 103 – 11 .
   Web of Science ®Google Scholar
• Winter , Frederick W. 1980 . “Match Target Markets to Media Audiences.” . Journal of Advertising Research , 20 Feb. : 61 – 66 .
   Web of Science ®Google Scholar
• Wittink , Dick R. 1977 . “Advertising Increases Sensitivity to Price.” . Journal of Advertising Research , 17 April : 39 – 42 . (a)
   Web of Science ®Google Scholar
• Wittink , Dick R. 1977 . “Exploring Territorial Differences in the Relationship Between Marketing Variables.” . Journal of Marketing Research , 14 May : 145 – 55 . (b)
   Web of Science ®Google Scholar
• Young , Lawrence F. 1972 . “Estimating Radio Reach.” . Journal of Advertising Research , 12 Oct. : 37 – 41 .
   Web of Science ®Google Scholar
• Young , Shirley , Ott , Leland and Feigin , Barbara . 1978 . “Some Practical Considerations in Market Segmentation.” . Journal of Marketing Research , 15 Aug. : 405 – 12 .
   Web of Science ®Google Scholar
• Zangwill , Willard I. 1965 . “Media Selection by Decision Programming.” . Journal of Advertising Research , 5 Sept. : 30 – 36 .
   Web of Science ®Google Scholar
• Zielske , Hubert A. 1959 . “The Remembering and Forgetting of Advertising.” . Journal of Marketing , Jan. : 239 – 43 .
   Web of Science ®Google Scholar
• Zielske , Hubert A. and Henry , Walter A. 1980 . “Remembering and Forgetting Television Ads.” . Journal of Advertising Research , 20 April : 7 – 13 .
   Web of Science ®Google Scholar
• Zufryden , Fred S. 1973 . “Media Scheduling: A Stochastic Dynamic Model Approach.” . Management Science , 19 Aug. : 1395 – 1406 .
   Web of Science ®Google Scholar
• Zufryden , Fred S. 1974 . “Optimizing Local Radio Reach.” . Journal of Advertising Research , 14 : 63 – 68 .
   Web of Science ®Google Scholar
• Zufryden , Fred S. 1975 . “Examining the Pattern of Response Behavior in a Media Model.” . Management Science , 22 Sept. : 116 – 24 . (a)
   Web of Science ®Google Scholar
• Zufryden , Fred S. 1975 . “On the Dual Optimization of Media Reach and Frequency.” . Journal of Business , 48 Oct. : 558 – 70 . (b)
   Google Scholar
• Zufryden , Fred S. 1976 . “Alternative Market Response to Advertising Functions.” . In Marketing: 1776–1976 and Beyond , Edited by: Bernhardt , Kenneth L. 54 – 58 . Chicago , IL : American Marketing Association .
   Google Scholar
• Zufryden , Fred S. 1978 . “Applications of a Dynamic Advertising Response Model.” . In Current Issues & Research in Advertising 143 – 56 .
   Google Scholar
• Zufryden , Fred S. 1981 . “A Tested Model of Purchase Response to Advertising Exposure.” . Journal of Advertising Research , 21 Feb. : 7 – 16 .
   Web of Science ®Google Scholar
• Zufryden , Fred S. 1982 . “Predicting Trial, Repeat, and Sales Response from Alternative Media Plans.” . Journal of Advertising Research , 22 June/July : 45 – 52 .
   Web of Science ®Google Scholar