Text ( visual ) : unmediated
Decomposing the effects of direct TV advertising : which ad works, when, where, and how often? / Gerard J. Tellis, Rajesh K. Chandy, Pattana Thaivanich. -- Cambridge, Mass. : Marketing Science Institute , c1999. -- 42 p. ; 28 cm. -- (Report / Marketing Science Institute ; no. 99-118). -- "Working paper"--T.p. ; Bibliography: p. 39-42. -- (BA47589784) ; https://ci.nii.ac.jp/ncid/BA47589784
Author Heading(s): Tellis, Gerard J. ; Chandy, Rajesh K. ; Thaivanich, Pattana ; Marketing Science Institute
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