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A Model for Predictive Measurements of Advertising Effectiveness
Home
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A Model for Predictive Measurements of Advertising Effectiveness
A Model for Predictive Measurements of Advertising Effectiveness
RL
Robert J. Lavidge
Robert J. Lavidge
GS
Gary A. Steiner
Gary A. Steiner
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1 October 1961
journal article
Published by
SAGE Publications
in
Journal of Marketing
Vol. 25
(6)
,
59
https://doi.org/10.2307/1248516
Abstract
The development and selection of research designs too often reflects thinking which is technique-oriented. This article looks at advertising research from anoth...
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Cited by 666 articles