Identifying Opportunities for Repetition MinimizationJan 1, 1984 Rajeev Batra and Michael L. Ray, 1984, 84-108
Investigates whether ads that generate high message involvement product less build with repetition than those with low message involvement.
Using Brain-Wave Measures to Assess Advertising EffectsJan 1, 1983 Jerry C. Olson and William J. Ray, 1983, 83-108
Identifies and examines the key theoretical and methodological issues involved in determining whether electroencephalographic measures of brain activity may be useful indicators of advertising effects.
The Effect of Manufacturer Advertising on Consumer Prices: A Managerial OverviewJan 1, 1982 Mark S. Albion and Paul W. Farris, 1982, 82-108
Summarizes two studies on the relationship between manufacturer advertising and consumer prices.
A Multiple Exposure Study of the Effects of Comparative and Noncomparative Television Commercials on Cognitive Response, Recall, and Message AcceptanceJan 1, 1982 George E. Belch and Richard J. Lutz, 1982, 82-107
Presents findings of a laboratory experiment using cognitive response and hierarchy-of-effects measures of consumer response to comparative and noncomparative commercials.
The Effect of Manufacturer Advertising on Retail PricingJan 1, 1981 Mark S. Albion and Paul W. Farris, 1981, 81-105
Evaluates the relationship between manufacturer advertising and retail gross margins using information on 488 brands in 51 product categories sold through a supermarket chain.
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