Books, Publications & Papers
Percy, Larry (2023) Strategic Integrated Marketing Communications, 4th Edition, Abington, Oxon, United Kingdom, Routledge.
Percy, Larry and Richard Rosenbaum-Elliott (2021) Strategic Advertising Management 6th Edition, Oxford England: Oxford University Press.
Percy, Larry (2018) Strategic Integrated Marketing Communication 3rd Edition, Abington, Oxon, United Kingdom, Routledge.
Rossiter, J.R., Larry Percy, and Lars Bergkvist (2018) Marketing Communications: Objectives, Strategy, Tactics, London, England, SAGE Publications Ltd.
Rosenbaum-Elliott, Richard, Larry Percy, and Simon Pervan (2018) Strategic Brand Management 4th Edition, Oxford, England, Oxford University Press.
Percy, Larry and Richard Rosenbaum-Elliott (2016) Strategic Advertising Management, 5th Edition, Oxford, England: Oxford University Press.
Rosenbaum-Elliott, Richard, Larry Percy, and Simon Pervan (2016) Strategic Brand Management, 3rd Edition, Oxford, England: Oxford University Press.
Percy, Larry (2014) Strategic Integrated Marketing Communications, 2nd Edition, Abingdon, Oxon, United Kingdom: Routledge.
Percy, Larry and Richard Rosenbaum-Elliott (2012) Strategic Advertising Management, 4th Edition, Oxford, England: Oxford University Press.
Rosenbaum-Elliott, Richard, Larry Percy, and Simon Pervan (2011) Strategic Brand Management, 2nd Edition, Oxford, England: Oxford University Press.
Percy, Larry and Elliott, Richard (2009) Strategic Advertising Management, 3rd Edition, Oxford, England: Oxford University Press.
Percy, Larry (2008) Strategic Integrated Marketing Communications, Oxford, England: Elsevier.
Elliott, Richard and L. Percy (2006) Strategic Brand Management, Oxford, England: Oxford University Press.
Percy, Larry and R. Elliott (2005) Strategic Advertising Management, 2nd Edition, Oxford, England: Oxford University Press.
Percy, Larry and R. Elliott (2001) Strategic Advertising Management, Oxford, England: Oxford University Press.
Percy, Larry (1997) Strategies for Implementing Integrated Marketing Communications, Chicago: NTC Publishing Group.
Percy, Larry, Ed. (1997) Marketing Research That Pays Off, Binghamton, New York: Haworth Press.
Rossiter. J.R. and L. Percy (1996) Advertising Communication and Promotion Management, New York: McGraw-Hill.
Rossiter, J.R. and L. Percy (1987) Advertising and Promotion Management, New York: McGraw-Hill.
Percy, Larry and A. Woodside, Eds. (1983) Advertising and Consumer Psychology, Lexington, Mass: Lexington Books.
Percy, Larry and J.R. Rossiter (1980) Advertising Strategy: A Communication Theory Approach, New York: Praeger.
Rossiter, J.R. and Percy, L. (2017) “Methodological guidelines for advertising research,” Journal of Advertising Research, 46 (1), pp 71-82.
Rossiter, J.R. and Percy, L. (2013) “How the roles of advertising merely appear to have changed”, International Journal of Advertising, Volume 32, No. 3, pp. 391-398.
Percy, Larry (2012) “The Role of Emotion in Processing Advertising”, in S. Rogers and E. Thorson (eds) Advertising Theory, Abingdon, Oxon, United Kingdom: Routledge.
Percy, Larry (2006) “Unconcious Process of Advertising and its Effects Upon Attitude and Behavior”, in S. Drehl and R. Terlutter (eds) International Advertising and Communications, Wiesbaden, Germany: Deutsche Universitats-Verlag.
Percy, Larry (2004) “Advertising and the Seven Sins of Memory” International Journal of Advertising, 23, pp. 413 – 427.
Percy, Larry, F. Hansen and R. Randrup (2004) “How to Measure Brand Emotion” Admap, November, Issue 455, pp. 32 – 34.
Percy, Larry (2003) “Advertising and Brand Equity in F. Hansen and L. B. Christensens (eds) Branding and Advertising, Copenhagen, Denmark: Copenhagen Business School Press, pp. 12 – 21.
Rossiter, J.R. and L. Percy (2001) “The a-b-e Model of Benefit Focus in Advertising” in T.J. Reynolds and J.C Olson (eds) Understanding Consumer Decision Making, Mahway, N.J.: Lawrence Erlbaum Associates, pp 183-214.
Percy, Larry (2001) “Marketing Communication in Evolution” in Admap, February, pp 30-32.
Percy, Larry (2000) “Commentary: Neuro Images of Advertising” in Business Strategy Review, Autumn, pp 29-30
Percy, Larry and J.R. Rossiter (2000) “Building and Managing Brands with Traditional Marketing Communication” in Franz-Rudolf Esch (ed.) Moderne Markenfuhrum, Germany: Gables, pp 493-508.
Percy, Larry (1998) “The Importance of Flexibility in Pre-Testing Advertising” in Admap Issue 381, February, pp. 29-31.
Percy, Larry (1996) “Think Strategy: Marketing Intelligence Must Drive Marketing Research” Marketing Research Vol. 8, No. 3, pp. 15-20.
Maddock, Richard and L. Percy (1996) “Updating Focus Group Techniques for Investigating Consumer Motivation” in R.C. Maddock and R.L. Fulton Marketing to the Mind, Westport, CT: Quorum Books.
Percy, Larry and J.R. Rossiter (1996) “A Theory-Based Approach to Pre-Testing Advertising” in W. Wells (ed) Measuring Advertising Effectiveness Hillsdale, New Jersey: Lawrence Erlbaum. Associates, Inc.
Percy, Larry (1996) “Comments On: Measuring and Assessing the Impact of Preattentive Processing on Ad and Brand Attitudes” in W. Wells (ed) Measuring Advertising Effectiveness Hillsdale, New Jersey: Lawrence Erlbaum Associates, Inc.
Percy, Larry (1996) “Comments On: Top-Down, Stimulus-Based, and Bottom-Up Processes in Brand Choice” in W. Wells (ed) Measuring Advertising Effectiveness Hillsdale, New Jersey: Lawrence Erlbaurn Associates, Inc.
Percy, Larry (1994) “How Advertising Works”‘ Distinguished Practitioner Lecture, The Management School, Lancaster University, United Kingdom.
Percy, Larry and M.R. Lautman (1992) “Advertising, Weight Loss, and Eating Disorders” in E.M. Clark (ed) Advertising and Consumer Psychology Vol. 4.
Percy, Larry (1992) “Ad Stimulus Effects,” Planung und Analyse (Germany).
Percy, Larry and J.R. Rossiter (1992) “Advertising Stimulus Effects: A Review” Journal of Current Issues and Research in Advertising.
Percy, Larry and J.R. Rossiter (1992) “A Model of Brand Awareness and Brand Attitude Advertising Strategies” Psychology and Marketing 9, 4.
Rossiter, J.R., L. Percy, and R.J. Donovan (1991) “A Better Advertising Planning Grid” Journal of Advertising Research 31, 5: pp 11-21.
Percy, Larry (1991) “Measuring Brand Equity” The Bond Management Review (Australia) November.
Percy, Larry (1988) “Exploring Grammatical Structure and Non-verbal Communication” in S. Heckler and D. Stewart (eds) Non-verbal Communication in Advertising Lexington, Mass: Lexington Books.
Percy, Larry and M.R. Lautman (1986) “Creative Strategy and Consumer Attitudes Toward the Ad and Advertised Brand” in J. Olsen and K. Sentis (eds) Advertising and Consumer Psychology Vol. 3 New York- Praeger.
Rossiter J.R., L. Percy., and R.J. Donovan (1984) “The Advertising Plan and Advertising Communication Models” Australian Marketing Researcher 8, 2, pp 7-44.
Percy, Larry (1984) “‘Ways in Which People, Words, and Pictures in Advertising Influence Its Effectiveness” Marketing monograph published by the Financial Institutions Marketing Association, Chicago.
Percy, Larry (1984) “Is Your Message Loud and Clear?” Pharmaceutical Executive, March,
Percy, Larry (1983) “A Review of the Effect of Specific Advertising Elements upon Overall Communication Response” Current Issues and Research in Advertising pp 77-118.
Percy, Larry and J.R. Rossiter (1983) “Mediating Effects of Visual and Verbal Elements in Print Advertising upon Belief, Attitude, and Intention Responses” in L. Percy and A. Woodside (eds) Advertising and Consumer Psychology Lexington, Mass: Lexington Books pp 171-196.
Rossiter, J,R. and L. Percy (1983) “Visual Communication in Advertising” in R.J. Harris (ed) Information Processing Research in Advertising New York: Lawrence Erlbaum Associates pp 83-125.
Percy, Larry and J.R. Rossiter (1982) “‘Applications of Visual Imagery and Psycholinguistics to Advertising” Marketing News, January.
Rossiter, J.R. and L. Percy (1980) “Attitude Change Through Visual Imaging in Advertising” Journal of Advertising 9, 12 pp 10-16.
Percy, Larry (1980) “Planning Beyond the Demographics” Marketing and Media Decisions May pp 157-160.
Percy, Larry (1978) “Some Questions on the Validity of Recall Testing as a Measure of Advertising Effectiveness” Current Issues and Research in Advertising pp 121-130.
Lautman, M.R., L. Percy, and G.R. Kordish (1978) “Campaigns from Multidimensional Scaling” Journal of Advertising Research 18, 3 pp 35-40.
Percy, Larry (1976) “How Market Segmentation Guides Advertising Strategy” Journal of Advertising Research 16, 5.
Percy, Larry (1975) “Multidimensional Unfolding of Profile Data: A Discussion and Illustration with Attention to Badness-of-fit” Journal of Marketing Research 12, 1 pp 93-99.
Rossiter, J. R. and L. Percy (2012) “How the Role of Advertising Merely Appears to Have Changed”, Proceedings of the 2012 ICORIA Conference, Stockholm, Sweden.
Percy, Larry (2008) “The Embodiment of Emotion from Facial Expressions in Advertising”, Proceedings of the 2008 ICORIA Conference, Brugge, Belgium.
Percy, Larry (2008) “Advertising and the Neuropsychology of Message Processing”, Proceedings of the 2008 ICORIA Conference, Brugge, Belgium.
Percy, Larry (2006) “Understanding the Role of Emotion in Advertising”, Proceedings of the 2006 ICORIA Conference, Bath, England.
Percy, Larry (2005) “Unconscious Processing of Advertising Involves Emotion, Not Implicit Learning and Memory” Proceedings of the 4th International Conference on Research in Advertising, Saarbruecken, Germany.
Percy, Larry, F. Hansen, and R. Randrup (2004) “Emotional Response to Brands and Product Categories” Proceedings of the ESOMAR Annual conference, Madrid, Spain.
Percy, Larry, “Current Issues with Emotion and Memory and their Impact upon Advertising Effectiveness” paper presented to the International conference on Advertising Research, Oslo, Norway.
Percy, Larry (2001) “The Role of Emotion in Processing Low Involvement Advertising” in A. Groppel-Klein and Franz-Rudolf Esch (eds) European Advances in Consumer Research, Vol. 5, Provo, UT: Association for Consumer Research.
Percy, Larry (1997) “‘Pragmatic Reality” in Basil Enlis and Anna Olofsson (eds) European Advances in Consumer Research, Vol. 3 Provo, UT: Association for Consumer Research.
Percy, Larry (1995) “An Introduction to the Theory of Symbolism of Habitat and its Implication for Consumer Behavior and Marketing Communication” in Flemming Hansen (ed) European Advances in Consumer Research, Vol, 2 Provo, UT: Association for Consumer Research.
Percy, Larry (1995) “Moving Beyond Culturally Dependent Responses to Visual Images” Proceedings of the 2nd Conference on the Cultural Dimensions of International Marketing Odense, Denmark: Odense Universitet.
Percy, Larry (1993) “‘Brand Equity, Images, and Culture: Lessons from Art History” in W. Fred Raaij and Gary Bamossy (eds) European Advances in Consumer Research Vol. I Provo, UT: Association for Consumer Research.
Percy, Larry (1992) “The Cultural Implications of Imagery and Equity,” proceedings of the Advertising Research Foundation Researching the Power of Brands Workshop.
Percy, Larry (1992) “Thoughts on the Importance of Psycholinguistics to the Understanding of Effective Advertising Communication” in J. Muncy (ed) Advances in Consumer Research Vol. XIX.
Percy, Larry (1991) “Understanding the Mediating Effect of Motivation and Emotion in Advertising Measurement.” Copy Research: The New Evidence proceedings of the 8th Annual ARF Copy Research Workshop.
Percy, Larry and J.R. Rossiter (1991) “The Role of Emotion in Processing Advertising,” in M. Lynn and J.M. Jackson (eds) Proceedings of the Society for Consumer Psychology.
Rossiter, J.R., L. Percy, and R.J. Donovan (1991) “The Place of Motivation in Rossiter and Percy’s Theory of Action for Advertising,” in M. Lynn and J.M. Jackson (eds) Proceedings of the Society for Consumer Psychology.
Rossiter, J.R. and L. Percy (1991) “Emotions and Motivations in Advertising,” in R.H. Holman and M.R. Solomom (eds) Advances in Consumer Research Vol. XV111.
Percy, Larry (1990) “Defining and Measuring Brand Equity” in Staying Ahead in the 1990’s, conference proceedings of the Market Research Society of Australia.
Percy, Larry (1990) “The Influence of Pictures on Advertising Effectiveness,” proceedings of the 1990 Conference on the American Academy of Advertising.
Percy, Larry, A. Battani, and J.R. Rossiter (1990) “A Strategic Model for Communication Objectives and Source Characteristics in Advertising Planning” proceedings of the 1990 Conference of the American Academy of Advertising.
Percy, Larry (1989) “Der Einfluss von Blidern anf die Werbewirksamkelt” in 3 van Keitz (ed) 3. Symposium zur Kommunikations-Forschung. Saarbrucken, Germany.
Percy, Larry (1988) “The Often Subtle Linguistic Cues in Advertising” in M.J. Houston (ed) Advances in Consumer Research Vol. XV.
Percy, Larry and J.R. Rossiter (1987) “‘A Typology of Brand Attitude Strategies” in L.F. Alwitt (ed) Proceedings of the APA Division of Consumer Psychology.
Percy, Larry (1987) “Understanding Semantic Compatibility in Communication” in M. Wallendorf and P. Anderson (eds) Advances in Consumer Research Vol. XIV.
Rossiter, J.R. and L. Percy (1985) “Advertising Communication Models” in E.C. Hirschman and M.B. Holbrook (eds) Advances in Consumer Research Vol. XII.
Percy, Larry (1985) “”Perspectives on Measuring Attitudes Toward the Ad” in M.J. Houston and R.J. Lutz (eds) Marketing Communication ? Theory and Research.
Lautman, M.R. and L. Percy (1984) “Cognitive and Affective Responses in Attribute Based vs. End-Benefit Oriented Advertising” in T. Kinnear (ed) Advances in Consumer Research Vol. X1.
Percy, Larry and J.R. Rossiter (1983) “Effects of Picture Size and Color on Brand Attitude Responses in Print Advertising” in R. Bagozzi and A. Tybout (eds) Advances in Consumer Research Vol. X.
Percy, Larry (1982) “Using Qualitative Focus Groups in Generating Hypotheses for Subsequent Quantitative Validation and Strategy Development”‘ in A.A. Mitchell (ed) Advances in Consumer Research Vol. IX
Percy, Larry (1982) “Psycholinguistic Guidelines for Advertising Copy” in A.A. Mitchell (ed) Advances in Consumer Research Vol. IX.
Percy, L. and M.R. Lautman (1981) “Linear Effects in Cognitive Response to Advertising” in K. Monroe (ed) Advances in Consumer Research Vol, VIII.
Percy, Larry (1981) “Multi-Method Convergence for Strategic Planning” in R.K. Srivastava and A.D. Shocker (eds) Analytic Approaches to Product and Marketing Planning.
Percy, Larry (1981) “Psycholinguistics: Some Simple Rules for Do-It-Yourself Ad Testing” paper presented at the Advertising Research Foundation Business Advertising Research Conference.
Lautman, M.R., L. Percy, S. Feldman, and A. Wolf (1980) “‘The Application of Automated Concept Analysis to the Analysis of Focus Group Interviews” in J. Olson (ed) Advances in Consumer Research Vol. VIL
Percy, Larry and M.R. Lautman (1979) “Relating Cognitive Responses with Cognitive Structure in Evaluating Advertising Responses” ifi I. Ross (ed) Proceedings of the Division 23 Program, 87th Convention of the American Psychological Association.
Percy, Larry (1978) “‘The Importance of Understanding Consumer Decision Processes when Applying Analytic Product Models” in A.D. Shocker (ed) Approaches to Product and Marketing Planning.
Lautman, M.R. and L. Percy (1978) “Consumer-Oriented vs. Advertiser-Oriented Language: Comprehensibility and Salience of the Advertising Message” in H.K. Hunt (ed) Advances in Consumer Research Vol. V.
Rossiter, J.R. and L. Percy (1978) “Visual Imaging Ability as a Mediator of Advertising Response” in H.K. Hunt (ed) Advances in Consumer Research Vol. V.
Percy, Larry, M.R. Lautman, and G.R. Kordish (1977) “‘A Non-Metric Approach for Developing and Evaluating Alternative Advertising Strategies” in W. Perrault, Jr. (ed) Advances in Consumer Research Vol. IV.
Percy, Larry (1976) “A Look at Personality Profiles and the Personality-Attitude Behavior Link in Predicting Consumer Behavior” in B. Anderson (ed) Advances in Consumer Research Vol. III.
Percy, Larry (1976) “An Application of Multidimensional Scaling and Related Techniques to the Evaluation of a New Product Concept” in B. Anderson (ed) Advances in Consumer Research Vol. III.
Percy, Larry (1976) “Argument in Support of Ordinary Factor Analysis of Dichotomous Variables” in B. Anderson (ed) Advances in Consumer Research Vol. III.
Percy, Larry (1975) “‘Relating Personality Profiles and Consumer Behavior via Underlying Attitude and Perceived Behavior” paper presented at the Convention of the American Psychological Association, Division 23.
Percy, Larry (1974) “Determining the Influence of Color on a Product Cognitive Structure: A Multidimensional Scaling Application” in S. Ward and P. Wright (eds) Advances in Consumer Research Vol. I.