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The evolution of neuromarketing research : from novelty to mainstream: how neuro research tools improve our knowledge about advertising
Stipp, Horst - In: Journal of advertising research 55 (2015) 2, pp. 120-122
Persistent link: https://www.econbiz.de/10011296271
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What 80 years of study means for the future of advertising research
Stipp, Horst - In: Journal of advertising research 56 (2016) 3, pp. 231-234
Persistent link: https://www.econbiz.de/10011595650
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How context can make advertising more effective
Stipp, Horst - In: Journal of advertising research 58 (2018) 2, pp. 138-145
Persistent link: https://www.econbiz.de/10011884960
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Assessing a new advertising effect : measurement of the impact of television commercials on internet search queries
Zigmond, Dan; Stipp, Horst - In: Journal of advertising research 50 (2010) 2, pp. 162-168
Persistent link: https://www.econbiz.de/10003991905
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Optimizing the amount of entertainment in advertising : what's so funny about tracking reactions to humor?
Teixeira, Thales S.; Stipp, Horst - In: Journal of advertising research 53 (2013) 3, pp. 286-296
Persistent link: https://www.econbiz.de/10010199588
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The secret of television’s success : emotional content or rational information? : after fifty years the debate continues
Heath, Robert G.; Stipp, Horst - In: Journal of advertising research 51 (2011), pp. 112-123
Persistent link: https://www.econbiz.de/10009126999
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Examination of Qualitative Viewing Factors for Optimal Advertising Strategies - Most advertisers agree that optimal plans should consider qualitative factors. The authors review ex...
Lynch, Kate; Stipp, Horst - In: Journal of advertising research 39 (1999) 3, pp. 7-16
Persistent link: https://www.econbiz.de/10006518849
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The Interactions between Computer and Television Usage
Coffey, Steve; Stipp, Horst - In: Journal of advertising research 37 (1997) 2, pp. 61-67
Persistent link: https://www.econbiz.de/10006527260
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Modeling the Impact of Olympic Sponsorship on Corporate Image
Stipp, Horst; Schiavone, Nicholas P. - In: Journal of advertising research 36 (1996) 4, pp. 22-28
Persistent link: https://www.econbiz.de/10006531349