HUMOR AND ADVERTISING EFFECTIVENESS AFTER REPEATED EXPOSURES TO A RADIO COMMERCIAL

被引：49

作者：

GELB, BD

ZINKHAN, GM

机构：

来源：

关键词：

D O I：

10.1080/00913367.1986.10673000

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

引用

页码：15 / &

共 16 条

[1] DUNCAN CP, 1984, ADV CONSUM RES, V11, P432
[2] EFFECTS OF HUMOR IN A RADIO ADVERTISING EXPERIMENT
DUNCAN, CP
NELSON, JE
[J]. JOURNAL OF ADVERTISING, 1985, 14 (02) : 33 - &
[3] DUNCAN CP, 1985, J ADVERTISING, V14, P64
[4] DUNCAN CP, 1980, J ACAD MARKETING SCI, V7, P285
[5] EDELL JA, 1984, ADV CONSUM RES, V11, P644
[6] THE EFFECT OF REPETITION ON HUMOR IN A RADIO ADVERTISING STUDY
GELB, BD
ZINKHAN, GM
[J]. JOURNAL OF ADVERTISING, 1985, 14 (04) : 13 - &
[7] GELB BD, 1985, CURRENT ISSUES RES A, P75
[8] GELB BD, 1985, J ADVERTISING, V14, P68
[9] GELB BD, 1983, J ADVERTISING, V12, P34
[10] Madden T. J., 1982, J ADVERTISING, V11, P8