Gilbert Churchill

University of Wisconsin - Madison - Business Research

Madison, WI

United States

SCHOLARLY PAPERS

3

DOWNLOADS

148

CITATIONS

2

Scholarly Papers (3)

1.

Recognition Versus Recall as Measures of Television Commercial Forgetting

Journal of Marketing Research, Vol. XXV, pp. 72-80, (February 1988)
Number of pages: 10 Posted: 28 Apr 2016
Surendra Singh, Michael Rothschild and Gilbert Churchill
University of Kansas - School of Business, University of Wisconsin - Madison - Graduate School of Business and University of Wisconsin - Madison - Business Research
Downloads 127 (220,672)
Citation 3

Abstract:

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2.

Using the Theory of Signal Detection to Improve Ad Recognition Testing

Journal of Marketing Research Vol. XXIII (November 1986), 327-36
Number of pages: 11 Posted: 29 Apr 2016
Surendra Singh and Gilbert Churchill
University of Kansas - School of Business and University of Wisconsin - Madison - Business Research
Downloads 21 (509,703)
Citation 2

Abstract:

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3.

Arousal and Advertising Effectiveness

Journal of Advertising, Vol. 16, No. 1 (1987), pp. 4-10+40
Posted: 21 Apr 2016
Surendra Singh and Gilbert Churchill
University of Kansas - School of Business and University of Wisconsin - Madison - Business Research

Abstract:

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