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Improving advertising decisions
King, Stephen - In: A master class in brand planning : the timeless works …, (pp. 73-86). 2007
Persistent link: https://www.econbiz.de/10003578204
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What can pre-testing do?
King, Stephen - In: A master class in brand planning : the timeless works …, (pp. 111-117). 2007
Persistent link: https://www.econbiz.de/10003578208
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Practical progress from a theory of advertisements
King, Stephen - In: A master class in brand planning : the timeless works …, (pp. 123-137). 2007
Persistent link: https://www.econbiz.de/10003578212
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Advertising idea
King, Stephen - In: A master class in brand planning : the timeless works …, (pp. 145-152). 2007
Persistent link: https://www.econbiz.de/10003578217
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Setting advertising budgets for lasting effects
King, Stephen - In: A master class in brand planning : the timeless works …, (pp. 163-171). 2007
Persistent link: https://www.econbiz.de/10003578223
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Can research evaluate the creative content of advertising?
King, Stephen - In: A master class in brand planning : the timeless works …, (pp. 179-193). 2007
Persistent link: https://www.econbiz.de/10003578232
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Advertising research for new brands
King, Stephen - In: A master class in brand planning : the timeless works …, (pp. 199-208). 2007
Persistent link: https://www.econbiz.de/10003578237
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Applying research to decision making
King, Stephen - In: A master class in brand planning : the timeless works …, (pp. 213-225). 2007
Persistent link: https://www.econbiz.de/10003578352