PT  - JOURNAL ARTICLE
AU  - Thomas E. Barry
TI  - In Defence of the Hierarchy of Effects
AID  - 10.2501/JAR-42-3-44-47
DP  - 2002 May 01
TA  - Journal of Advertising Research
PG  - 44--47
VI  - 42
IP  - 3
4099  - http://www.journalofadvertisingresearch.com/content/42/3/44.short
4100  - http://www.journalofadvertisingresearch.com/content/42/3/44.full
SO  - J Advert Res2002 May 01; 42
AB  - Thomas E. Barry feels that rather than discard the hierarchy of effects model, we should develop rigorous, collaborative efforts to validate its continued value to guide us in advertising and marketing communications planning for another 100 years.