Please use this identifier to cite or link to this item: http://hdl.handle.net/10553/74244
Title: Design and validation of an instrument for measuring advertising effectiveness in the printed media
Authors: Beerli, Asuncióan
Martín Santana, Josefa Delia 
UNESCO Clasification: 531105 Marketing (comercialización)
Issue Date: 1999
Journal: Journal of Current Issues and Research in Advertising 
Abstract: The aim of this research work was to design and test out an instrument for measuring advertising effectiveness in the printed media, and in particular in the daily press and so develop a fully integrated theoretical framework establishing the procedure and methodology to use for measuring the effectiveness of an advertising campaign or advertisement.
URI: http://hdl.handle.net/10553/74244
ISSN: 1064-1734
DOI: 10.1080/10641734.1999.10505092
Source: Journal of Current Issues and Research in Advertising [ISSN 1064-1734], v. 21 (2), p. 11-30, (Enero 1999)
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