Advertising the Service Offering: The Effects of Preference Heterogeneity, Message Strategy and Gender on Radio Advertising Effectiveness
Year of publication: |
2001
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Authors: | Stafford, Marla Royne ; Stafford, Thomas F. |
Published in: |
Journal of current issues and research in advertising : JCIRA. - Philadelphia, Pa : Taylor & Francis Group, ISSN 1064-1734, ZDB-ID 11397767. - Vol. 23.2001, 1, p. 17-30
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