Editorial: Robert K. Merton
pág. 137
Practitioners' Evolving Views on Product Placement Effectiveness
págs. 138-149
Business Perceptions of the Role of Billboards in the U.S. Economy
págs. 150-161
Highly Coupon and Sale Prone Consumers: Benefits Beyond Price Savings
págs. 162-172
The Contribution of Direct Mail Advertising to average Weekly Unit Sales
págs. 173-179
Media and Message Effects on DTC Prescription Drug Print Advertising Awareness
págs. 180-193
Consumer Response to Print Prescription Drug Advertising
págs. 194-206
Developing a Scale to Measure the Interactivity of Websites
págs. 207-216
Effects of Configuration and Exposure Levels on Responses to Web Advertisements
págs. 217-229
How Advertising Affects Consumers
págs. 230-234
Account Planning: Current Agency Perspectives on an Advertising Enigma
págs. 235-245
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