Text ( visual ) : unmediated
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. -- Cambridge, Mass. : Marketing Science Institute , c1982. -- 36 p. ; 28 cm. -- (Report / Marketing Science Institute ; no. 82-107). -- "September 1982." ; "Marketing Science Institute Research Program"--P. 1 of cover ; Bibliography: p. 32-35. -- (BA20691666) ; https://ci.nii.ac.jp/ncid/BA20691666
Author Heading(s): Belch, George E. (George Eugene) ; Lutz, Richard John ; Marketing Science Institute. -- Classification(s): LCC : HF6146.T42 ; DC19 : 659.14/3. -- Subject Heading(s): LCSH : Television advertising
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