Marketing and Advertising Strategies

Field	Business, Management and Accounting
Subfield	Marketing
Domain	Social Sciences
OpenAlex	T13355

Smeal faculty

• Ralph A. Oliva - score 9.0
• Marvin E. Goldberg - score 6.0
• Gary L. Lilien - score 5.0
• J. Andrew Petersen - score 3.0
• Jason Bell - score 2.0
• Arvind Rangaswamy - score 2.0
• Hans Baumgartner - score 1.0
• Min Ding - score 1.0
• Bob Everett - score 1.0

Papers

• Happy and Sad TV Programs: How They Affect Reactions to Commercials (1987) - cites 503
• The Effects of Advertiser Reputation and Extremity of Advertising Claim on Advertising Effectiveness (1990) - cites 444
• The B2B Knowledge Gap (2016) - cites 379
• Marketing Decision Making: A Model Building Approach (1984) - cites 288
• Turning adversity into advantage: Does proactive marketing during a recession pay off? (2005) - cites 263
• Patterns of Affective Reactions to Advertisements: The Integration of Moment-to-Moment Responses into Overall Judgments (1997) - cites 262
• Exceptional Paper—ADVISOR 2: Modeling the Marketing Mix Decision for Industrial Products (1979) - cites 169
• Assessing Response to Industrial Marketing Strategy (1978) - cites 167
• Choosing the Right Metrics to Maximize Profitability and Shareholder Value (2009) - cites 160
• Children's Responses to Repetitive Television Commercials (1980) - cites 112
• Just the Faces: Exploring the Effects of Facial Features in Print Advertising (2014) - cites 97
• Principles of Marketing Engineering (2007) - cites 71
• Developing Discriminating Consumers (1980) - cites 69
• Music and Information in Commercials: Their Effects with an Elderly Sample (1991) - cites 68
• The Impact of Television Advertising on Children from Low Income Families (1977) - cites 53
• The three key linkages: improving the connections between marketing and sales (2006) - cites 46
• Harnessing an unpredictable tool (1997) - cites 11
• MAXIMIZING ROI or Profitability (2004) - cites 8
• Business-to-business marketing: looking back, looking forward (2022) - cites 7
• Nowhere to Hide (2001) - cites 6
• Beyond the Pair: Media Archetypes and Complex Channel Synergies in Advertising (2024) - cites 4
• Reach for the moon (2005) - cites 4
• B2B for sale (2004) - cites 4
• A high-level overview: a value-based perspective on the practice of business-to-business (B2B) marketing (2022) - cites 3
• What Happened in January (1999) - cites 3
• The Theory of the Brand (2018) - cites 1
• Time Will Tell (2003) - cites 1
• The Entrepreneur’s Guide to Marketing (2008) - cites 0
• The Effects of Advertising Media Channel Combinations on Brand Performance (2021) - cites 0