How T.V. advertising works: An industry response

Journal of Marketing Research

Volumn 34, Issue 2, 1997, Pages 292-293

  Riskey, Dwight R ^a  

^a NONE

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EID: 0031503282     PISSN: 00222437     EISSN: None     Source Type: Journal    
DOI: 10.2307/3151866     Document Type: Article

References (2)

1. Levin, Gary (1991), "Tracing Ads' Impact: Study Shows Long-Term Effects of Campaigns," Advertising Age (November 4), 49.
2. Lodish, Leonard M., Magid Abraham, Stuart Kalmenson, Jeanne Livelsherger, Beth Lubetkin, Bruce Richardson, and Mary Ellen Stevens (1995), "How T.V. Advertising Works: A Meta-Analysis of 389 Real World Split Cable T.V. Advertising Experiments" Journal of Marketing Research, 32 (May), 125-39.