Aaker, D., 39

ABC, 16

Abernethy, A. M., 54

A. C. Nielsen, 1

Ad Age, 8, 11, 16

advertising

effects, 21

effectiveness, 21–25

models, 25–36

Advertising Research Foundation (ARF), 13, 24

Advertising Research Systems, 41

AIDA, 27

Albers-Miller, N. D., 54

Alexander, A., 54, 56, 72

Allen, C. T., 33

Al-Olayan, F. S., 54

Altria Group, 17

American Marketing

Association (AMA), 20–21, 62, 122

Apple, 11

Arens, W. F., 7, 12, 72

Association of National Advertisers (ANA), 13–14

Azzaro, M., 12

Bacci-Mirque, 13

Barry, T. E., 27

Bass, F. M., 26

BBDO Worldwide, 18

Berelson, B., 54

Berger, D., 36, 115, 127

Bermen, C., 20

Bettman, J. R., 38

Bogart, L., 22

Browne, B. A., 54, 56, 72

Caplan, J., 11

CBS, 10, 16

Clio, 48, 56, 112, 126

clutter, 12

Clynes, M., 38

Cohen, J., 66–67

Cohen’s kappa, 67–68

Colley, R. H., 27

Comcast, 10

Consoli, J., 10, 14

content analysis

defined, 54

judge independence, 59

reliability, 60

content loyalty, 8–9

Cook, W. A., 23

copytesting services, 23

Creamer, M., 14, 20

creative strategy, 36

DAGMAR, 27

DaimlerChrysler, 17

DDB Worldwide, 19–20

Dichter, E., 38