A multiple exposure study of the effects of comparative and noncomparative television commercials on cognitive response, recall, and message acceptance
By: by George E. Belch and Richard J. Lutz.
Contributors: Lutz, Richard John, 1947-; Marketing Science Institute.
Series: Report ;; no. 82-107; Report (Marketing Science Institute) ;; no. 82-107.
Publisher: Marketing Science Institute
Published: 1982
Place of publication: Cambridge, Mass. (14 Story St., Cambridge 02138)
Language: eng
Number of pages: 36
Subjects: Television advertising.
Notes: Bibliography: p. 32-35.
"September 1982."
"Marketing Science Institute Research Program"--P. 1 of cover.