ARCH G. WOODSIDE is Malcolm W. Woldenburg Professor of Marketing, Freeman School of Business, Tulane University. Editor of the Journal of Business Research and of the book series Advances in Business Marketing and Purchasing, he is past president of the Consumer Psychology Division of the American Psychological Association. His publications on advertising effectiveness and marketing strategy have appeared in more than 30 scholarly and applied journals in North America and Europe. He is also coeditor with Robert E. Pitts, of Creating and Managing International Joint Ventures (Quorum, 1995).

• Introduction A Useful Model of How Advertising Works Customer Top-of-Mind-Awarness (Unaided) of Your Brand's Advertising: A Very Useful Measure of Advertising Impact What Evokes Your Brand Automatically in Customers' Minds? Finding Out How Benefit-to-Brand Retrievals Influence Brand Choice Assessing Linkage-Advertising Effects Performance Analysis of Advertising in Competing Media Vehicles Image versus Direct-Response Advertising Applying the Long Interview in Linkage-Advertising Research Customer Portfolio Analysis for Advertising Strategy Development Profiling Heavy, Light, and Nonusers of Direct-Response Advertising Assessing Performance of Business-to-Business and Consumer Linkage-Advertising Fulfillment Strategies Index

ARCH G. WOODSIDE is Malcolm W. Woldenburg Professor of Marketing, Freeman School of Business, Tulane University. Editor of the Journal of Business Research and of the book series Advances in Business Marketing and Purchasing, he is past president of the Consumer Psychology Division of the American Psychological Association. His publications on advertising effectiveness and marketing strategy have appeared in more than 30 scholarly and applied journals in North America and Europe. He is also coeditor with Robert E. Pitts, of Creating and Managing International Joint Ventures (Quorum, 1995).

• Introduction A Useful Model of How Advertising Works Customer Top-of-Mind-Awarness (Unaided) of Your Brand's Advertising: A Very Useful Measure of Advertising Impact What Evokes Your Brand Automatically in Customers' Minds? Finding Out How Benefit-to-Brand Retrievals Influence Brand Choice Assessing Linkage-Advertising Effects Performance Analysis of Advertising in Competing Media Vehicles Image versus Direct-Response Advertising Applying the Long Interview in Linkage-Advertising Research Customer Portfolio Analysis for Advertising Strategy Development Profiling Heavy, Light, and Nonusers of Direct-Response Advertising Assessing Performance of Business-to-Business and Consumer Linkage-Advertising Fulfillment Strategies Index

ARCH G. WOODSIDE is Malcolm W. Woldenburg Professor of Marketing, Freeman School of Business, Tulane University. Editor of the Journal of Business Research and of the book series Advances in Business Marketing and Purchasing, he is past president of the Consumer Psychology Division of the American Psychological Association. His publications on advertising effectiveness and marketing strategy have appeared in more than 30 scholarly and applied journals in North America and Europe. He is also coeditor with Robert E. Pitts, of Creating and Managing International Joint Ventures (Quorum, 1995).

• Introduction A Useful Model of How Advertising Works Customer Top-of-Mind-Awarness (Unaided) of Your Brand's Advertising: A Very Useful Measure of Advertising Impact What Evokes Your Brand Automatically in Customers' Minds? Finding Out How Benefit-to-Brand Retrievals Influence Brand Choice Assessing Linkage-Advertising Effects Performance Analysis of Advertising in Competing Media Vehicles Image versus Direct-Response Advertising Applying the Long Interview in Linkage-Advertising Research Customer Portfolio Analysis for Advertising Strategy Development Profiling Heavy, Light, and Nonusers of Direct-Response Advertising Assessing Performance of Business-to-Business and Consumer Linkage-Advertising Fulfillment Strategies Index