Journal of Advertising Research · 2002 · 76 citations · 6 references
BusinessMarketingMarketing ManagementAdvertisingMarketing StrategyStrategic MarketingAdvertising ManagementAdvertising StrategyCorporate CommunicationExternal ValidityIntegrated Marketing CommunicationsMarketing Communications EffectivenessMarketing Communications Measurement
<h3>ABSTRACT</h3> Thomas E. Barry feels that rather than discard the hierarchy of effects model, we should develop rigorous, collaborative efforts to validate its continued value to guide us in advertising and marketing communications planning for another 100 years.
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How Advertising Works: What Do We Really Know?
Demetrios Vakratsas, Tim Ambler · Journal of Marketing · 1999 · 629 citations
How Advertising Works: A Planning Model
Richard Vaughn · Journal of Advertising Research · 1982 · 559 citations