págs. 11-18
Effective reach and frequency: Does it really make sense?
Edward A. Riordan, Hugh M. Cannon
págs. 19-28
Examining black consumer motives for coupon usage
Peter K. Tat, David Bejou
págs. 29-35
The answer is no: A national survey of advertising industry practitioners and their clients
Martha Rogers, Christine A. Seiler
págs. 36-45
págs. 46-55
Verbal strategies for indirect comparative advertising
William T. Neese, Ronald D. Taylor
págs. 56-69
Intended vs. unintended messages: Viewer perceptions of United States Army television commercials
Barbara Mueller, Gary Lee Keck
págs. 70-78
págs. 79-80
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