ADVERTISING RESEARCH - LIP to HIP: Responding to changing views - How do you pre-test ads when direct questions won't get the right answers? Ask better questions and use matched samples.
Year of publication: |
2002
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Authors: | Penn, David |
Published in: |
ADMAP : for decisionmakers in advertising, marketing, media, planning & research. - London : Reed Publ. Serv., ISSN 0001-8295, ZDB-ID 10488297. - Vol. 37.2002, 10, p. 32-34
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