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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) |
| Appears in Collections: | Artículos |
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