One of the central ideas which Professor Sandage has attempted to communicate over the
years has been that of the distinction between advertising viewed as a social institution and …

Understanding how consumers respond emotionally to advertising is necessary before we
can understand the relationship between emotional response and advertising effectiveness. …

Attracting consumers to a marketer Web site is critical to the effectiveness of a Web presence,
and longer visits are a possible measure of success of these Web sites. Since marketers …

The above quotes (bold our own) by important international advertising practitioners point to
the fast-growing role of" the interactive world" in the field and beyond. This inaugural issue …

Following the development of computer models for estimating frequency distributions, media
planners have searched for a simple method of utilizing distributional information in media …

… We are pleased that our typology of emotional response to advertising (Stout and Leckenby
1986) has generated continuing interest. The comment by Page et al. has raised several …

The potential of reach and frequency as tools for media planning was examined. The study
focused on the application of these twin concepts to a new advertising medium, the Internet …

In a many-to-many communication setting like a virtual community, individuals may be strongly
tempted to free-ride on others’ contributions, which would eventually lead to the collapse …

… The 1982 study by Leckenby and Kishi (1982a) revealed that the majority of the leading …
intended to replicate the 1982 survey conducted by Leckenby and Kishi in order to update views …

The authors examine methods by which the Dirichlet multinominal distribution (DMD) can be
parameterized in the modeling of magazine media exposure distributions. The performance …