Sage Journals: Discover world-class research

Retricted access

Research article

First published 1975-2

ADMOD: An Advertising Decision Model

David A. Aaker

Journal of Marketing Research

Retricted access

Research article

First published 2009-1

Do All Advertising Appeals Influence Consumer Purchase Decision

Sanjeev Verma

Global Business Review

Retricted access

Research article

First published 1979-5

The Design of Advertising Experiments Using Statistical Decision Theory

Robert C. Blattberg

Journal of Marketing Research

Retricted access

Research article

First published 1978-2

Advertising Decision Rules in a Multibrand Environment: Optimal Control Theory and Evidence

Mario J. Picconi, Charles L. Olson

Journal of Marketing Research

Retricted access

Other

First published 1995-12

An Exploration of Rule Configuration Effects on the Ethical Decision Processes of Advertising Professionals

Elizabeth K. LaFleur, R. Eric Reidenbach, Donald P. Robin [...]

Journal of the Academy of Marketing Science

Retricted access

Research article

First published 2022-12

When and How Should Firms Differentiate? Quality and Advertising Decisions in a Duopoly

Dominique Olié Lauga, Elie Ofek, Zsolt Katona

Journal of Marketing Research

Retricted access

Research article

First published 1969-8

Advertising Effectiveness and Risk in the Consumer Decision Process

Jeffrey A. Barach

Journal of Marketing Research

Retricted access

Research article

First published 2020-6

The Anatomy of the Advertising Budget Decision: How Analytics and Heuristics Drive Sales Performance

Ceren Kolsarici, Demetrios Vakratsas, Prasad A. Naik

Journal of Marketing Research

Retricted access

Research article

First published 1981-2

The Design of Advertising Experiments Using Statistical Decision Theory: An Extension

James L. Ginter, Martha C. Cooper, Carl Obermiller [...]

Journal of Marketing Research

Retricted access

Research article

First published 2008-10

Selecting an Advertising Agency: A Multi-Criteria Decision Making Approach

Mohd. Nishat Faisal, Bilal Mustafa Khan

Vision: The Journal of Business Perspective

Search results