Single Source - a New Analysis

The literature on single source and related subjects is now extensive. What follows is only a small selection.

Brandes B. , Haller P. , & Jones J. P. (1995). Wie man den Erfolg der Werbung misst. GWA-Publikation.

Broadbent S. (1986). Two OTS in a purchase interval some questions. Admap, November, pp. 12–16.

Broadbent S. (1992). Using data better. Admap, January, pp. 48–54.

Broadbent S. , & Fry T. (1995). Adstock modelling for the longer term. Journal of the Market Research Society, 37, pp. 385–403.

Broadbent S. (1996). The gatekeeper takes the lie-detector test. Admap, December, pp. 34–39.

Deighton J. , Henderson C. M. , & Neslin S. A. (1994). The effects of advertising on brand switching and repeat purchase. Journal of Marketing Research, 31, pp. 28–43.

Ephron E. (1995) More weeks, less weight. Journal of Advertising Research, May-June, pp. 18–23.

Jones J. P. (1994). When ads work. Lexington Books.

Jones J. P. (1995). We have a breakthrough. Admap, June, pp. 33–35.

Leone R. P. (1995). Generalizing what is known about temporal aggregation and advertising carryover. Marketing Science, 14, 3, pp. 141–150.

McDonald C. (1970). What is the short-term effect of advertising? Proceedings of the ESOMAR Congress, Barcelona

Mosely S. , & Parfitt J. (1987). Measuring advertising effect from single source data. Proceedings of The Market Research Society Conference.

Reichel W. (1994). Beyond effective frequency. ARF Seminar Proceedings, November 2, pp. 89–105.

Roberts A. (1996a). What do we know about advertisings short-term effects? Admap, February, pp. 42–45.

Roberts A. (1996b). How useful are demographics in targeting? European Television Symposium, Prague.