Advertising's affective qualities and consumer response
By: by Alvin J. Silk and Terry Vavra.
Contributors: Vavra, Terry G., joint author.
Publisher: Marketing Science Institute
Published: 1974
Place of publication: Cambridge, Mass
Language: eng
Number of pages: 58
Subjects: Advertising.; Consumers.; Persuasion (Psychology)
Notes: Bibliography: p. 53-57.
"Working paper."
"Preliminary research report."