Arthur J. Kover
pág. 5
Advertising Wearin and Wearout: Ten Years Later--More Empirical Evidence and Successful Practice
Margaret Henderson Blair
págs. 7-18
Millward Brown, J. Walter Thompson
págs. 19-28
Matching the Message to the Mind: Advertising Imagery and Consumer Processing Styles
Priscilla A. Labarbera
págs. 29-41
Comparing the Effectiveness of the Web Site with Traditional Media
Elaine K. F. Leong
págs. 44-51
págs. 53-62
págs. 65-75
págs. 83-88
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