ESOMAR AWARDS - Advertising characteristics and the attitude towards the ad - A study of 100 likeable TV commercials - What type of commercials leads to the most positive affective response? Although the ad (Aad) is well established concept, there is still a lack of a well agreed upon definition and measurement tool. This study measures (Aad) multidimensionally and comes up with some interesting ...
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|Authors:||Pelsmacker, Patrick De; Decock, Ben; Geuens, Maggie|
Marketing and research today : the journal of the European Society for Opinion and Marketing Research. - Amsterdam : ESOMAR, ISSN 0923-5957, ZDB-ID 10055587. - Vol. 26.1998, 4, p. 166
Geuens, Maggie, (2002)
De Cannière, Marie Hélène, (2006)
Van Tomme, Delphine, (2005)
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