Hypothesized that (a) magazine advertising would produce more brain-wave activity than
would TV advertising;(b) relative to TV, magazine advertising would generate …

30 18–49 yr old right-handed women who claimed to watch TV for over 20 hrs/wk and to
spend over 1 hr/wk reading magazines were shown 4 cassettes of 10 TV commercials each, …

Recent far-reaching advances in synthetic biology have yielded exciting tools for the
creation of new materials. Conversely, advances in the fundamental understanding of soft-…

Considers the assumptions underlying the use of nonsales criteria for judging the
effectiveness of advertising, based on the premise that the ultimate purpose of advertising is to …

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 …

This article describes research undertaken by Dancer-Fitzgerald-Sample and other advertising
agencies and their clients. The objective was to develop a forced exposure procedure for …

A research program involving over 20,000 door-to-door salesmen resulted in the development
of an objectively scored mail questionnaire which effectively eliminated 3/4 of those who …

Magazine audience estimates can be derived using the Through the Book (TTB) method or
the Recent Reading (RR) approach. The two methods are similar in that they both involve two…

The purpose of this article is to present a set of nomographs for testing the significance of the
difference between uncorrelated percentages, and for determining necessary sample sizes …

Examined the relationship between the liking/disliking of TV commercials and their
persuasiveness. 58 TV commercial tests were conducted on behalf of 13 different packaged goods …