Evaluating Advertising Effectiveness of Creative Television Advertisements for High Involvement Products
Year of publication: |
2016
|
---|---|
Authors: | Ali, Mazhar |
Published in: |
Pakistan Business Review. - Karachi : Institute of Business Management, ISSN 1561-8706. - Vol. 17.2016, 4, p. 916-932
|
Publisher: |
Karachi : Institute of Business Management |
Subject: | Creativity | advertising effectiveness | purchase intention | Aided Recall | Un-aided Recall | Product involvement |
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