Realtime response measures of television commercials : reliability, construct validity, new approaches to wearout, and potential applications for pretesting

Author/Creator:

Hughes, G. David

Publication/Creation:

Cambridge, MA : Marketing Science Institute, 1992

Resource Type:

Book

More Details

Additional/Related Title Information

Full Title:

Realtime response measures of television commercials : reliability, construct validity, new approaches to wearout, and potential applications for pretesting / G. David Hughes

Series Titles:

Report (Marketing Science Institute) ; 92-110
Report (Marketing Science Institute) ; no. 92-110.

Related Names

Additional Author/Creators:

Marketing Science Institute

Subjects/Genre

Subjects:

Television advertising

Description/Summary

Language:

English

Physical Type/Description:

[iv], 54 pages : illustrations ; 28 cm.

General Note:

"Technical working paper."
"May 1992."

Additional Identifiers

Catalog ID (MMSID):

990026111890302486

OCLC Number:

26513265

Barcode:

000011755701
000011813569