Effectiveness and efficiency of TV's brand-building power : a historical review : why the persuasion rating point (PRP) is a more accurate metric than the GRP
Frank Findley, Kelly Johnson, Douglas Crang, David W. Stewart
| Year of publication: |
2020
|
|---|---|
| Authors: | Findley, Frank ; Johnson, Kelly ; Crang, Douglas ; Stewart, David W. |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 60.2020, 4, p. 361-369
|
| Subject: | Fernsehwerbung | Television advertising | USA | United States |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.2501/JAR-2020-011 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012495740