Print advertising: Executional factors and the RPB Grid
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DOI: 10.1016/j.jbusres.2011.01.006
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References listed on IDEAS
- Smith, Michael & Kohn, Robert & Mathur, Sharat K., 2000.
"Bayesian Semiparametric Regression: An Exposition and Application to Print Advertising Data,"
Journal of Business Research, Elsevier, vol. 49(3), pages 229-244, September.
- Smith, M. & Mathur, S. & Kohn, R., "undated". "Bayesian Semiparametric Regression: An Exposition and Application to Print Advertising Data," Statistics Working Paper _010, Australian Graduate School of Management.
- Smith, M. & Mathur, S.K. & Kohn, R., 1997. "Bayesian Semiparametric Regression: An Exposition and Application to Print Advertising Data," Monash Econometrics and Business Statistics Working Papers 13/97, Monash University, Department of Econometrics and Business Statistics.
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Cited by:
- Mundel, Juan & Huddleston, Patricia & Vodermeier, Michael, 2017. "An exploratory study of consumers’ perceptions: What are affordable luxuries?," Journal of Retailing and Consumer Services, Elsevier, vol. 35(C), pages 68-75.
- Dae-Young Kim & Sung-Bum Kim & Kathleen Jeehyae Kim, 2019. "Building corporate reputation, overcoming consumer skepticism, and establishing trust: choosing the right message types and social causes in the restaurant industry," Service Business, Springer;Pan-Pacific Business Association, vol. 13(2), pages 363-388, June.
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Keywords
Executional elements in print ads; RPB Grid; Starch readership scores; Ad processing; Copy testing mechanical features;All these keywords.
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