Realtime response measures of television commercials
Subtitle: reliability, construct validity, new approaches to wearout, and potential applications for pretesting
By: G. David Hughes
Contributors: Marketing Science Institute
Series: Report (Marketing Science Institute) -- 92-110; Report (Marketing Science Institute) -- no. 92-110
Publisher: Marketing Science Institute
Published: 1992
Place of publication: Cambridge, MA
Language: eng
Number of pages: 54
Subjects: Television advertising
Notes: "Technical working paper."

"May 1992."

Bibliography: p. 51-53.