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Media Planning: How Leading Advertis-
ing Agencies Estimate Effective Reach
and Frequency” (Urbana: University of
Illinois, Department of Advertising, pa-
per no. 20, January 1985). Also see Jack
Z. Sissors and Lincoln Bumba, Advertising
Media Planning, 3d ed. (Lincolnwood, IL:
NTC Business Books, 1988), ch. 9.


  1. Roland T. Rust and Richard W. Oliver,
    “Notes and Comments: The Death of Ad-
    vertising,” Journal of Advertising, De-
    cember 1994, pp. 71–77.

  2. Gene Accas, “Prime Prices Fall with
    Shares,”Broadcasting & Cable,September
    28, 1998, p. 36; “Hilfilger Hikes Ads to
    New Level: First Designer to Go Super
    Bowl Route,”Daily News Record28, no. 7
    (January 16, 1998): 2.

  3. See Roland T. Rust, Advertising Media Mod-
    els: A Practical Guide(Lexington, MA: Lex-
    ington Books, 1986).

  4. See Jay W. Forrester, “Advertising: A Prob-
    lem in Industrial Dynamics,”Harvard
    Business Review, March–April 1959, pp.
    100–10.

  5. See Amber G. Rao and Peter B. Miller,
    “Advertising/Sales Response Functions,”
    Journal of Advertising Research, April 1975,
    pp. 7–15.

  6. See Alfred A. Kuehn, “How Advertising
    Performance Depends on Other Market-
    ing Factors,”Journal of Advertising Re-
    search, March 1962, pp. 2–10.

  7. See also Hani I. Mesak, “An Aggregate Ad-
    vertising Pulsing Model with Wearout Ef-
    fects,”Marketing Science, Summer 1992,
    pp. 310–26; and Fred M. Feinberg, “Puls-
    ing Policies for Aggregate Advertising
    Models,” Marketing Science, Summer
    1992, pp. 221–34.

  8. Forrester, “Advertising,” p. 102.

  9. Russell I. Haley, James Staffaroni, and
    Arthur Fox, “The Missing Measures of
    Copy Testing,”Journal of Advertising Re-
    search, May–June 1994, pp. 46–56. (Also
    see this May–June 1994 issue of the Jour-
    nal of Advertising Researchfor more arti-
    cles on copy testing.)

  10. See J. O. Peckham, The Wheel of Market-
    ing (Scarsdale, NY: privately printed,
    1975), pp. 73–77.

  11. Kristian S. Palda, The Measurement of Cu-
    mulative Advertising Effect(Upper Saddle
    River, NJ: Prentice Hall, 1964), p. 87.

  12. David B. Montgomery and Alvin J. Silk,
    “Estimating Dynamic Effects of Market
    Communications Expenditures,” Man-
    agement Science, June 1972, pp. 485–501.

  13. See Robert D. Buzzell, “E. I. Du Pont de
    Nemours & Co.: Measurement of Effects
    of Advertising,” in his Mathematical Mod-
    els and Marketing Management(Boston:
    Division of Research, Graduate School of


Business Administration, Harvard Uni-
versity, 1964), pp. 157–79.


  1. See Glen L. Urban, “Allocating Ad Bud-
    gets Geographically,”Journal of Advertis-
    ing Research, December 1975, pp. 7–16.

  2. See Nigel Hollis, “The Link Between TV
    Ad Awareness and Sales: New Evidence
    from Sales Response Modelling,”Journal
    of the Market Research Society, January
    1994, pp. 41–55.

  3. In addition to the sources cited below,
    see David Walker and Tony M. Dubit-
    sky, “Why Liking Matters,”Journal of
    Advertising Research, May–June 1994,
    pp. 9–18; Abhilasha Mehta, “How Ad-
    vertising Response Modeling (ARM)
    Can Increase Ad Effectiveness,”Journal
    of Advertising Research, May–June 1994,
    pp. 62–74; Karin Holstius, “Sales Re-
    sponse to Advertising,” International
    Journal of Advertising9, no. 1, (1990):
    38–56; John Deighton, Caroline Hen-
    derson, and Scott Neslin, “The Effects
    of Advertising on Brand Switching and
    Repeat Purchasing,”Journal of Marketing
    Research,February 1994, pp. 28–43; Anil
    Kaul and Dick R. Wittink, “Empirical
    Generalizations About the Impact of
    Advertising on Price Sensitivity and
    Price,”Marketing Science14, no. 3, pt. 1,
    (1995): G151–60; and Ajay Kalra and
    Ronald C. Goodstein, “The Impact of
    Advertising Positioning Strategies on
    Consumer Price Sensitivity,”Journal of
    Marketing Research, May 1998, pp.
    210–24.

  4. Gerald J. Tellis, “Advertising Exposure,
    Loyalty, and Brand Purchase: A Two-
    Stage Model of Choice,”Journal of Mar-
    keting Research, May 1988, pp. 134–44.
    Also see “It’s Official: Some Ads Work,”
    The Economist,April 1, 1995, p. 52;
    Dwight R. Riskey, “How TV Advertising
    Works: An Industry Response,”Journal
    of Marketing Research,May 1997, pp.
    292–93.

  5. See Michael A. Kamins, Lawrence J.
    Marks, and Deborah Skinner, “Televi-
    sion Commercial Evaluation in the Con-
    text of Program Induced Mood:
    Congruency versus Consistency Ef-
    fects,”Journal of Advertising, June 1991,
    pp. 1–14.

  6. See Kenneth R. Lord and Robert E.
    Burnkrant, “Attention versus Distrac-
    tion: The Interactive Effect of Program
    Involvement and Attentional Devices
    on Commercial Processing,”Journal of
    Advertising, March 1993, pp. 47–60; Ken-
    neth R. Lord, Myung-Soo Lee, and Paul
    L. Sauer, “Program Context Antecedents
    of Attitude Toward Radio Commercials,”
    Journal of the Academy of Marketing Sci-
    ence, Winter 1994, pp. 3–15.

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