págs. 1-2
Comprehension and perceived believability of seals of approval information in advertising
Richard F. Beltramini, Edwin R. Stafford
págs. 3-13
págs. 15-26
A content analysis of environmental advertising claims: A matrix method approach
Les Carlson, Stephen J. Grove
págs. 27-39
On the need for relative measures when assessing comparative advertising effects
Randall L. Rose, Paul W. Miniard
págs. 41-57
The relationship between experimental manipulations and tests of theory in an advertising message
Russell N. Laczniak, Darrel D. Muehling
págs. 59-74
págs. 75-84
Pretesting TV commercials: Methods, Measures, and changing agency roles
John D. Pehrson, Karen Whitehill King
págs. 85-97
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