search query: @author Donthu, N. / total: 11
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| Author: | Bhargava, M. Donthu, N. Caron, R. |
| Title: | Improving the effectiveness of outdoor advertising: lessons from a study of 282 campaigns |
| Journal: | Journal of Advertising Research
1994 : MAR-APR, VOL. 34:2, p. 46-55 |
| Index terms: | ADVERTISING RESEARCH EFFECTIVENESS OUTDOOR ADVERTISING |
| Language: | eng |
| Abstract: | The study of advertising effectiveness and mediating factors are a central and important theme in advertising research. Confirming this importance, several large collaborative studies between the academic and the industry have been reported in the literature. This paper reports the results of a similar collaboration based on an analysis of 282 outdoor campaigns. This research examines the relationship between recall scores as a measure of effectiveness and several executional variables, controlling for factors such as campaign objectives and type of respondents. |
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