search query: @indexterm ADVERTISING RESEARCH / total: 488
reference: 58 / 488
| Author: | Beard, F. K. |
| Title: | Peer evaluation and readership of influential contributions to the advertising literature |
| Journal: | Journal of Advertising
2002 : WINTER, VOL. 31:4, p. 65-75 |
| Index terms: | ADVERTISING RESEARCH READERSHIP SURVEYS USA |
| Language: | eng |
| Abstract: | Absent from the stream of advertising literature research is direct evidence of the influence of individual authors and their works in the form of peer evaluation and readership. For this study, a priori lists of influential books and articles were used in a survey of U.S. advertising educators and academic researchers. |
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