This paper addresses three general questions about hierarchy models of advertising effects:
(1) Why hierarchy-of-advertising-effects models do not provide an accurate description of …

Advertising, as currently practiced, ignores all that has been learned by cognitive psychologists
in the past 30 or 40 years. Consumers process all incoming information, including …

This article analyzes the implications of a major study of consumer response to advertising
for an understanding of the advertising process and for advertising practice. The study seems …

SOM E difference of opinion exists regarding the value of personalization in letters. of
transmittal accompanying mail questionnaires. The present note describes certain research of a …

… Weilbacher is Executive Director of the Center for Advanced Practice, McCann Erickson,
Inc., New York. … Weilbacher is coauthor of the books ADVERTISING MEDIA (1957) and …

Advertising in America : the consumer view | CiNii Research CiNii 国立情報学研究所 学術
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… William M Weilbacher Bismark Corporation … Weilbacher responds to Thomas E. Barry's
rejoinder to his article in the November/December 2001 issue of the JAR, entitled 'In …

Much advertising research is likely to seem trivial to advertising practitioners and academicians.
This is because of two central dilemmas in advertising research. First is the dilemma of …

… Weilbacher, William M. … 責任表示 William M. Weilbacher …

This article begins by asking, ‘What kind of product sales and competitive sales effects might
marketing changes be expected to produce?’ Clearly, some product sales and competitive …