A multiple exposure study of the effects of comparative and noncomparative television commercials on cognitive response, recall, and message acceptance

書誌事項

A multiple exposure study of the effects of comparative and noncomparative television commercials on cognitive response, recall, and message acceptance

by George E. Belch and Richard J. Lutz

(Report / Marketing Science Institute, no. 82-107)

Marketing Science Institute, c1982

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注記

"September 1982."

"Marketing Science Institute Research Program"--P. 1 of cover

Bibliography: p. 32-35

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    Marketing Science Institute

    Marketing Science Institute

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