CPMs versus CPMIs: Implications for Media Planning

A Paradigm for Developing Better Measures of Marketing Constructs

Gilbert A. Churchill · Journal of Marketing Research · 1979 · 8.2K citations

Business, Marketing, Marketing Management +2

The Measurement of Advertising Involvement

Herbert E. Krugman · Public Opinion Quarterly · 1966 · 464 citations

Business, Communication, Marketing +13

Television Program Interest and Commercial Interruption

Journal of Advertising Research · 1983 · 132 citations

Social Sciences, Behavioral Sciences, Communication +14