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

Author(s)

• Belch, George E. (George Eugene)
• Lutz, Richard John
• Marketing Science Institute

Bibliographic Information

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

Note

"September 1982."

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

Bibliography: p. 32-35

• NCID: BA20691666
• LCCN: 82223035
• Country Code: us
• Title Language Code: eng
• Place of Publication: Cambridge, Mass.
• Pages/Volumes: 36 p.
• Size: 28 cm
• Classification:
  • LCC : HF6146.T42
  • DC19 : 659.14/3
• Subject Headings:
  • LCSH : Television advertising
• Parent Bibliography ID:
  • BA07416951