Getting viewers to respond.Assessing the impact of direct response TV commercials and their executional elements-Reference-Cited by-同舟云学术

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Getting viewers to respond.Assessing the impact of direct response TV commercials and their executional elements

Published:1989 Issue:3 Volume:3 Page:42-52
ISSN:0892-0591
Container-title:Journal of Direct Marketing
language:en
Short-container-title:J. Direct Mark.

Author:

Nowak Glen

Publisher

Wiley

Subject

General Medicine

Reference48 articles.

1. (1985), EEG Activity Reflects the Content of Commercials, In eds., Psychological Processes and Advertising Effects, Hillsdale, NJ: Erlbaum.

2. Research opportunities in direct marketing

3. and (1970), The Television Commercial, Chicago: Crain Publishing.

4. (1974), Tested Advertising Methods, 4th Edition, Englewood Cliffs, New Jersey: Prentice-Hall.

Cited by 3 articles. 订阅此论文施引文献订阅此论文施引文献，注册后可以免费订阅5篇论文的施引文献，订阅后可以查看论文全部施引文献

1. Conceptualizing the Integrated Marketing Communications' Phenomenon: An Examination of its Impact on Advertising Practices and its Implications for Advertising Research;Journal of Current Issues & Research in Advertising;1994-03

2. Educating young adults about HIV and AIDS.The impact of direct response television public service advertising;Journal of Direct Marketing;1993

3. TV viewer characteristics and “Results beyond response”;Journal of Direct Marketing;1992

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