Global advertising which acts locally: The IBM subtitles campaign

Journal of Advertising Research

Volumn 36, Issue 3, 1996, Pages 11-15

  McCullough, Wayne R ^a  

^a IBM   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 20444431105     PISSN: 00218499     EISSN: 17401909     Source Type: Journal    
DOI: None     Document Type: Article

References (5)

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2. Stewart, David W. "Measures, Methods, and Models in Adverisng Research." Journal of Advertising Research 29, 3 (1989): 54-60.
3. Yalch, R. F. "Review of Cognitive and Affective Responses to Advertising, Cafferata and A. Tybout, eds. Lexington, MA: Lexington Books, 19-89." Journal of Marketing Research 27, 2 (1990): 238-40.
4. Zaltman, Gerald and Christine Moorman. "The Management and Use of Advertising Research." Journal of Advertising Research 28, 6 (1988): 11-18.
5. _and_. "The Importance of Personal Trust in the Use of Research." Journal of Advertising Research 28, 5 (1988): 16-24.