Viewer Recall of Television Commercials: Prediction from...

Journal of Marketing Research 1984 / 05 Vol. 21; Iss. 2

Viewer Recall of Television Commercials: Prediction from the Propositional Structure of Commercial Scripts

Esther Thorson and Rita Snyder
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Volume:
21
Language:
english
Journal:
Journal of Marketing Research
DOI:
10.2307/3151695
Date:
May, 1984
File:
PDF, 1.75 MB
english, 1984
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