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

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

• Related Books: 1

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

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

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"September 1982."

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

Bibliography: p. 32-35

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