Concepedia

Richard M. Sparkman

RM

6

Publications

1.5K

Citations

6

H-Index

1978

Active since

Affiliations

University of Houston(Current)

Richard M. Sparkman is an author at University of Houston specializing in advertising, management, and marketing.

Top concepts

MarketingManagementAdvertisingConsumer ResearchBusinessMarketing CommunicationJournalismEngineeringConsumer BehaviorInteractive Marketing

Publications per year

1978–1987

6

Publications

6

Multivariate Data Analysis with Readings

Richard M. Sparkman, Joseph F. Hair, Ronald L. Tatham et al. · Journal of Marketing Research · 1979 · 1.3K citations

Univariate Analysis, Multivariate Data Analysis, Engineering +7

Attribution Theory and Advertising Effectiveness

Richard M. Sparkman, William B. Locander · Journal of Consumer Research · 1980 · 95 citations

Consumer Study, Targeted Advertising, Consumer Research +16

The Discounting Principle in the Perception of Advertising

Richard M. Sparkman · ACR North American Advances · 1982 · 36 citations

Advertising, Targeted Advertising, Management +4

The Effect on Sales of Color in Newspaper Advertisements

Richard M. Sparkman, Larry M. Austin · Journal of Advertising · 1980 · 35 citations

Economics, Newspaper Advertisements, Advertising +15

A Cross-Cultural/Cross-National Study of the Information Content of Television Advertisements

Harvey Johnstone, Erdener Kaynak, Richard M. Sparkman · International Journal of Advertising · 1987 · 32 citations

International Marketing, Targeted Advertising, Consumer Research +21

Rows per page

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