This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising
Research to be a ‘classic’ - an article that has withstood the test of time. First published in …

The paper that follows was an update on the concept of advertising wearout. Despite the
considerable empirical evidence for this phenomena there remained skeptics. Meg was often …

Previous research on how advertising works related advertising copy quality to persuasiveness
and subsequent sales effectiveness. Following a long tradition of research on this topic, …

The paper that follows is a further response to the IRI study. It also represents part of several
years of collaboration between Meg and John Philip Jones. Jones was known for his work …

Marketing is by now a well-established discipline. With its institution comes the expectation
that companies, firms, small startups, and even authors or speakers will devote a portion of …

There is increasing scrutiny of marketing activities and a growing demand for greater
accountability of the marketing function. The present paper asserts that such accountability cannot …

It is no longer enough for advertisements to make consumers stay in the living room to
watch the commercials or stop reading a newspaper article. The message, no matter how …

As the era of “financial engineering” for shareholder value winds down, 1 , 2 , 3 and in
response to mounting pressure from corporate boardrooms for accountability, 4 marketing …

… This book is simultaneously about a person, Margaret Henderson (Meg) Blair, about the …
Few people influenced the practice of advertising and advertising research more than Meg Blair. …

American marketers have known for their brand-building prowess, their ability to take
common everyday products and turn them into marquee brands. However, as the US product …