Assessing When Increased Media Weight of Real-World Advertisements Helps Sales

By D. Macinnis, A. Rao, Allen M. Weiss. 2002

149 citations recorded by the source corpus.

Subfields: Literature and Literary Theory, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/6a79d56f1210ed52e81fc19583fa423b76cb64a1

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Literature and Literary Theory

1. Yanwei Zhang
2. Robert E. Smith
3. Seshadri Tirunillai
4. Gerard J. Tellis
5. D. Macinnis
6. Xiaojing Yang

In Marketing

1. D. Macinnis
2. Robert E. Smith
3. Xiaojing Yang
4. Gerard J. Tellis
5. Seshadri Tirunillai
6. Shihyi Chien
7. Frank M. Bass
8. B. Murthi

In Sociology and Political Science

1. D. Macinnis
2. Gerard J. Tellis
3. Yanwei Zhang
4. Robert E. Smith
5. Seshadri Tirunillai
6. Xiaojing Yang
7. Baohong Sun
8. Liye Ma

Citations in the corpus

• Effect of Celebrity Endorsements on Consumer Purchase Intentions: Advertising Effect and Advertising Appeal as Mediators (2013, background): “Maclnnis, Rao, and Weiss (2002) believed product sales increase with line sales of advertising media, and most of the advertising content focused on advertising spokespersons.”
• What Drives Virality (Sharing) of Online Digital Content? The Critical Role of Information, Emotion, and Brand Prominence (2019, background): “…2012), ad viewing behavior (Southgate, Westoby, and Page 2010), purchase intentions (e.g., Lee and Hong 2016), sales (e.g., Chandy et al. 2001; MacInnis, Rao, and Weiss 2002), sharing intentions (e.g., Berger and Milkman 2012), and, as with our study, actual sharing behavior (e.g., Akpinar…”
• Toward a General Theory of Creativity in Advertising: Examining the Role of Divergence (2004, background): “Ad wear-out occurs when ads are repeated frequently in the marketplace (MacInnis et al., 2002; Pieters et al., 1999).”
• Wearout Effects of Different Advertising Themes: A Dynamic Bayesian Model of the Advertising-Sales Relationship (2007, background): “MacInnis et al. (2002) find evidence of a significant positive relationship between ad repetition and sales when emotional ads are employed, but not for rational ads.”
• The Influences of Perceived Value on Consumer Purchase Intention : The Moderating Effect of Advertising Endorser (2011, background): “MacInnis, et al. (2002) considered that endorser marketing can give an endorsed product a brand new image and advance consumer purchase intention.”