{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,10,30]],"date-time":"2026-10-30T04:32:13Z","timestamp":1793334733349,"version":"4.5.0"},"reference-count":0,"publisher":"SAGE Publications","issue":"6","license":[{"start":{"date-parts":[[1961,10,1]],"date-time":"1961-10-01T00:00:00Z","timestamp":-260409600000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/journals.sagepub.com\/page\/policies\/text-and-data-mining-license"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["Journal of Marketing"],"published-print":{"date-parts":[[1961,10]]},"abstract":"<jats:p>The development and selection of research designs too often reflects thinking which is technique-oriented. This article looks at advertising research from another viewpoint.<\/jats:p>\n                  <jats:p>It starts with the questions: What is advertising supposed to do? What are its functions? The authors then show the implications of these questions in relation to measurements of the effectiveness of proposed advertisements.<\/jats:p>","DOI":"10.1177\/002224296102500611","type":"journal-article","created":{"date-parts":[[2018,11,19]],"date-time":"2018-11-19T07:44:49Z","timestamp":1542613489000},"page":"59-62","source":"Crossref","is-referenced-by-count":3216,"title":["A Model for Predictive Measurements of Advertising Effectiveness"],"prefix":"10.1177","volume":"25","author":[{"given":"Robert J.","family":"Lavidge","sequence":"first","affiliation":[{"name":"Elrick and Lavidge, Inc., Northwestern University Evening Division, DePauw University, University of Chicago"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Gary A.","family":"Steiner","sequence":"additional","affiliation":[{"name":"Elrick and Lavidge, Inc., Northwestern University Evening Division, DePauw University, University of Chicago"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"179","published-online":{"date-parts":[[1961,10,1]]},"container-title":["Journal of Marketing"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/journals.sagepub.com\/doi\/pdf\/10.1177\/002224296102500611","content-type":"application\/pdf","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/journals.sagepub.com\/doi\/full-xml\/10.1177\/002224296102500611","content-type":"application\/xml","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/journals.sagepub.com\/doi\/pdf\/10.1177\/002224296102500611","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2026,4,29]],"date-time":"2026-04-29T23:43:55Z","timestamp":1777506235000},"score":1,"resource":{"primary":{"URL":"https:\/\/journals.sagepub.com\/doi\/10.1177\/002224296102500611"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[1961,10]]},"references-count":0,"aliases":["10.2307\/1248516","10.2307\/1248516","10.2307\/1248516","10.2307\/1248516"],"journal-issue":{"issue":"6","published-print":{"date-parts":[[1961,10]]}},"alternative-id":["10.1177\/002224296102500611"],"URL":"https:\/\/doi.org\/10.1177\/002224296102500611","relation":{},"ISSN":["0022-2429","1547-7185"],"issn-type":[{"value":"0022-2429","type":"print"},{"value":"1547-7185","type":"electronic"}],"subject":[],"published":{"date-parts":[[1961,10]]}}}