The 1980s - Analysis of the Impact of Executional Factors on Advertising Performance - December 1984-January 1985, Volume 24, No. 6, pages 23-26 - Stewart and Furse report here on a study that finds that executional factors appear to account for between 13 to 26 percent of the variance in related recall, depending on how the analysis was done, i.e., the more variables used, the more variance was ...
| Year of publication: |
2000
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|---|---|
| Authors: | Stewart, David W. ; Furse, David H. |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 2191787. - Vol. 40.2000, 6, p. 85-88
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