Viewers' perceptions of prime-time television advertising and characteristics of commercials perceived as informative

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Bibliographic Information

Title
"Viewers' perceptions of prime-time television advertising and characteristics of commercials perceived as informative"
Statement of Responsibility
by David A. Aaker, Donald E. Bruzzone and Donald Norris
Publisher
  • Marketing Science Institute
Publication Year
  • c1981
Book size
28 cm

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Notes

"Working paper."

Bibliography: p. 36-37

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