The effects of current market forces on the impact of a TV commercial in creating persuasion: Advertising agencies cannot do it all alone!

Journal of Promotion Management

Volumn 12, Issue 2, 2006, Pages 119-135

  Stanton, John L ^a,c   Herbst, Kenneth C ^b,d  

^a SAINT JOSEPH S UNIVERSITY   (United States)

^b The College of William and Mary   (United States)

^c SYRACUSE UNIVERSITY   (United States)

^d UNIVERSITY OF NORTH CAROLINA   (United States)

Author keywords

Advertising agencies; Executional variables; Persuasion; Recall; Television

Indexed keywords

EID: 33745712969     PISSN: 10496491     EISSN: 15407594     Source Type: Journal    
DOI: 10.1300/J057v12n02_09     Document Type: Article

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