search query: @author Kover, A. / total: 6
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| Author: | Kover, A. Abruzzo, J. |
| Title: | The Rossiter-Percy grid and emotional response to advertising: an initial evaluation |
| Journal: | Journal of Advertising Research
1993 : NOV-DEC, VOL. 33:6, p. 21-27 |
| Index terms: | ADVERTISING EVALUATION RESEARCH |
| Language: | eng |
| Abstract: | The findings of this paper are based on a reanalysis of research done by N.W.Ayer, a New York advertising agency. As part of an effort to capture viewers' emotional responses to advertising, Ayer had developed a checklist of words through which people could report their responses immediately after viewing test advertising. This checklist resulted from a lengthy development process deriving in part from earlier work done by R.Batra (described by Kover, 1991). |
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