Concepedia

Experimental Advertising

Experimental Advertising is a form of advertising research that systematically deviates from established practices by introducing novel methods, models, frameworks, or constructs to test innovative approaches in audience engagement, message delivery, or campaign design within the domain of creative advertising.

49

Publications

3.2K

Citations

88

Authors

64

Institutions

Publications per year

2017–2026

9

Parents

Publications

49

A Framework for Conceptualizing and Measuring the Involvement Construct in Advertising Research

J. Craig Andrews, Srinivas Durvasula, Syed H. Akhter · Journal of Advertising · 1990 · 439 citations

, , +12

Stuck in the Model Trap: The Effects of Beautiful Models in Ads on Female Pre-Adolescents and Adolescents

Mary C. Martin, James W. Gentry · Journal of Advertising · 1997 · 329 citations

, , +13

Advertising Repetition: A Meta-Analysis on Effective Frequency in Advertising

Susanne Schmidt, Martin Eisend · Journal of Advertising · 2015 · 298 citations

, , +17

The Unfavorable Economics of Measuring the Returns to Advertising*

Randall A. Lewis, Justin M. Rao · The Quarterly Journal of Economics · 2015 · 294 citations

, , +16

Planning and Conducting Experimental Advertising Research and Questionnaire Design

Maggie Geuens, Patrick De Pelsmacker · Journal of Advertising · 2017 · 220 citations

, , +11

1–5 of 49

Authors

88

  1. FZ
    Florian Zettelmeyer

    University of California, Berkeley, United States

    2 publications · 105 citations

    2

    h-index

  2. DP
    Daryl Pregibon

    AT&T (United States), United States

    2 publications · 36 citations

    2

    h-index

  3. AF
    A Flint

    2 publications · 44 citations

    2

    h-index

  4. MC
    Mark Chattington

    Manchester Metropolitan University, United Kingdom

    2 publications · 44 citations

    2

    h-index

  5. RM
    Robert Moakler

    Meta (United States), United States

    2 publications · 105 citations

    2

    h-index

1–5 of 88

Institutions

64

  1. Google (United States)

    Mountain View, United States

    3 h-index

    5 publications

    366 citations

  2. European University Viadrina

    Frankfurt, Germany

    2 h-index

    2 publications

    331 citations

  3. University of Minnesota

    Minneapolis, United States

    2 h-index

    2 publications

    103 citations

  4. Tulane University

    New Orleans, United States

    2 h-index

    2 publications

    66 citations

  5. Yale University

    New Haven, United States

    2 h-index

    2 publications

    155 citations

  6. National Bureau of Economic Research

    Cambridge, United States

    2 h-index

    3 publications

    352 citations

  7. New York University

    New York, United States

    2 h-index

    2 publications

    105 citations

  8. University of Chicago

    Chicago, United States

    2 h-index

    2 publications

    147 citations

1–8 of 64

Venues

  1. Journal of Advertising

    11 publications · 1.6K citations

    11

    h-index

  2. Journal of Advertising Research

    JAR · 4 publications · 101 citations

    4

    h-index

  3. Journal of Marketing Research

    4 publications · 299 citations

    4

    h-index

  4. Marketing Science

    3 publications · 189 citations

    3

    h-index

  5. Journal of the Academy of Marketing Science

    2 publications · 66 citations

    2

    h-index

1–5