Viewers' perceptions of prime-time television advertising and characteristics of commercials perceived as informative
By: by David A. Aaker, Donald E. Bruzzone and Donald Norris.
Contributors: Bruzzone, Donald E.; Norris, Donald.
Series: Report ;; no. 81-103; Report (Marketing Science Institute) ;; no. 81-103.
Publisher: Marketing Science Institute
Published: 1981
Place of publication: Cambridge, Mass. (14 Story St., Cambridge 02138)
Language: eng
Number of pages: 38
Subjects: Television advertising -- Public opinion.; Public opinion -- United States.
Notes: Bibliography: p. 36-37.
"Working paper."