When Copy Complexity Can Help Ad Readership

“Cloze Procedure”: A New Tool for Measuring Readability

Wilson L. Taylor · Journalism Quarterly · 1953 · 2.3K citations

Engineering, Systematic Literature Study, Readability Formulas +16

The Measurement of Advertising Involvement

Herbert E. Krugman · Public Opinion Quarterly · 1966 · 463 citations

Targeted Advertising, Advertising Involvement, Consumer Research +19

Gender Differences in the Use of Message Cues and Judgments

Joan Meyers‐Levy, Brian Sternthal · Journal of Marketing Research · 1991 · 300 citations

Gendered Perception, Behavioral Decision Making, Social Psychology +28

Technical Wording in Advertising: Implications for Market Segmentation

Marvin A. Jolson · Journal of Marketing · 1980 · 121 citations

Advertising, Print Media Messages, Consumer Study +13

Form versus Content in Predicting Starch Scores

Morris B. Holbrook, Donald R. Lehmann · Journal of Advertising Research · 1980 · 94 citations

Cognitive Science, Information Retrieval, Data Set +6