A multiple exposure study of the effects of comparative and noncomparative television commercials on cognitive response, recall, and message acceptance
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A multiple exposure study of the effects of comparative and noncomparative television commercials on cognitive response, recall, and message acceptance
（Report / Marketing Science Institute, no. 82-107）
Marketing Science Institute, c1982
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"September 1982."
"Marketing Science Institute Research Program"--P. 1 of cover
Bibliography: p. 32-35
