Does advertising clutter have diminishing and negative returns?

Journal of Advertising

Volumn 26, Issue 1, 1997, Pages 31-42

  Ha, Louisa ^a   Litman, Barry R ^b  

^a UNIVERSITY OF OKLAHOMA   (United States)

^b MICHIGAN STATE UNIVERSITY   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 0002395722     PISSN: 00913367     EISSN: None     Source Type: Journal    
DOI: 10.1080/00913367.1997.10673516     Document Type: Article

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