Humor and Advertising Effectiveness after Repeated Exposures to a Radio Commercial
Author:
Publisher
Informa UK Limited
Subject
Marketing,Communication,Business and International Management
Link
http://www.tandfonline.com/doi/pdf/10.1080/10256018808623883
Reference14 articles.
1. Humor in advertising: A behavioral perspective
2. Effects of Humor in a Radio Advertising Experiment
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