1. Schematic information processing: Direct marketing and purchase decisions
2. (1990), “O'Toole Preaches ‘New Advertising’,” Adweek, March 19.
3. (1987), The Development of the Hierarchy of Effects: An Historical Perspective, in and (eds.), Current Issues and Research in Advertising, Ann Arbor, MI: University of Michigan.
4. (1990), “Database Marketing and Its Implications for Marketing Research,” paper presented at the American Marketing Associations's Marketing Research Conference, September 23–26, Chicago, IL.
5. Research opportunities in direct marketing