Huhmann, Bruce A.; Franke, George R.; Mothersbaugh, David L. - In: Journal of Business Research 65 (2012) 6, pp. 849-854
–Percy–Bellman (RPB) Grid. Findings show that executional factors should create high noting scores because initial attention largely … in the RPB Grid. Most (10 of 16), however, apply to all magazine ads, independent of RPB Grid dimensions. …
