A FIELD-STUDY OF CORRECTIVE ADVERTISING EFFECTIVENESS

被引：18

作者：

BERNHARDT, KL

KINNEAR, TC

MAZIS, MB

机构：

[1] UNIV MICHIGAN,GRAD SCH BUSINESS ADM,ANN ARBOR,MI 48109

[2] AMERICAN UNIV,COLL BUSINESS ADM,DEPT MKT,WASHINGTON,DC 20016

来源：

JOURNAL OF PUBLIC POLICY & MARKETING | 1986年 / 5卷

关键词：

D O I：

10.1177/074391568600500110

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

引用

页码：146 / 162

页数：17

共 12 条

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[2]

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[3] LONGITUDINAL-STUDY OF CORRECTIVE ADVERTISING [J].

DYER, RF ;

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[4]

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[5] LOCATING A SAMPLE BY RANDOM DIGIT DIALING [J].

HAUCK, M ;

COX, M .

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[6]

HUNT HK, 1973, J ADVERTISING RES, V13, P15

[7]

HUNT HK, 1972, PROCEEDINGS, P370

[8]

Kassarjian HH, 1975, ADV CONSUM RES, V2, P631

[9] RELATIVE EFFICIENCY AND BIAS OF PLUS-ONE TELEPHONE SAMPLING [J].

LANDON, EL ;

BANKS, SK .

JOURNAL OF MARKETING RESEARCH, 1977, 14 (03) :294-299

[10] EXPERIMENTAL EVALUATION OF A PROPOSED CORRECTIVE ADVERTISING REMEDY [J].

MAZIS, MB ;

ADKINSON, JE .

JOURNAL OF MARKETING RESEARCH, 1976, 13 (02) :178-183

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