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How market segmentation guides advertising strategy
Percy, Larry - In: Journal of advertising research 16 (1976) 5, pp. 11-22
Persistent link: https://www.econbiz.de/10002636445
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Strategies for implementing integrated marketing communications
Percy, Larry - 1997
Persistent link: https://www.econbiz.de/10004323306
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Mediating effects of visual and verbal elements in print advertising upon belief, attitude, and intention responses
Percy, Larry; Rossiter, John R. - In: Advertising and consumer psychology, (pp. 171-196). 1983
Persistent link: https://www.econbiz.de/10002636463
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Marketing research that pays off : case histories of marketing research leading to success in the marketplace
Percy, Larry (contributor) - 1997
Persistent link: https://www.econbiz.de/10004359714
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Advertising strategy : a communication theory approach
Percy, Larry; Rossiter, John R. - 1980
Persistent link: https://www.econbiz.de/10004614148
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The importance of flexibility in pretesting advertising - The use of short-cut, standardised measures has damaged the acceptance of pre-testing
Percy, Larry - In: ADMAP : for decisionmakers in advertising, marketing, … 33 (1998) 2, pp. 29-32
Persistent link: https://www.econbiz.de/10006786863
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CONSUMER RESEARCH - How to measure brand emotion - If we measure brands' emotional values, does this help guide marketing decisions? It can be done, and the results both fit the th...
Percy, Larry; Hansen, Flemming - In: ADMAP : for decisionmakers in advertising, marketing, … 39 (2004) 10, pp. 32-35
Persistent link: https://www.econbiz.de/10006754258
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How the roles of advertising merely appear to have changed
Rossiter, John R; Percy, Larry - In: International journal of advertising : the quarterly … 32 (2013) 3, pp. 391-398
Persistent link: https://www.econbiz.de/10010165501
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THINK STRATEGY
Percy, Larry - In: Marketing research : a magazine of management and … 8 (1996) 3, pp. 15-20
Persistent link: https://www.econbiz.de/10007134315
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Advertising and the seven sins of memory
Percy, Larry - In: International journal of advertising : the quarterly … 23 (2004) 4, pp. 413-428
Persistent link: https://www.econbiz.de/10008127973