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| Author: | Thorson, E. Snyder, R. |
| Title: | Viewer recall of television commercials : prediction from the propositional structure of commercial scripts. |
| Journal: | Journal of Marketing Research
1984 : MAY, VOL. 21:2, p. 127-136 |
| Index terms: | ADVERTISING RESEARCH TELEVISION ADVERTISING ADVERTISING EFFECTIVENESS MARKETING MODELS |
| Language: | eng |
| Abstract: |
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