Alvin J. Silk

The influence of advertising's affective qualities on consumer response

Test-retest correlations and the reliability of copy testing

Response set and the measurement of self-designated opinion leadership

Notes on the application of attitude measurement and scaling techniques in marketing research

The use of preference and perception measures in new product development

Conflict policy and advertising agency-client relations

What Is Marketing?

Aggregate Advertising Expenditure in the U. S. Economy