Model-based development and testing of advertising messages: A comparative study of two campaign proposals based on the MECCAS model and a conventional approach
| Year of publication: |
2001
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| Authors: | Bech-Larsen, Tino |
| Published in: |
International journal of advertising : the quarterly review of marketing communications. - Henley-on-Thames [u.a.] : World Advertising Research Center, ISSN 0261-9903, ZDB-ID 832054. - Vol. 20.2001, 4, p. 499-520
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