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

Thorson, Esther, Snyder, Rita
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Volume:
21
Journal:
Journal of Marketing Research
DOI:
10.1177/002224378402100201
Date:
May, 1984
File:
PDF, 1.27 MB
1984
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