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Two copy testing techniques: the cloze procedure and the cognitive complexity test
Zinkhan, George M.
;
Martin, Claude R.
- In:
Journal of business research : JBR
11
(
1983
)
2
,
pp. 217-227
Persistent link: https://www.econbiz.de/10003626708
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Repetition and attitudinal discrepancy effects on the affective response to television advertising
Messmer, Donald J.
- In:
Journal of business research : JBR
7
(
1979
)
1
,
pp. 75-93
Persistent link: https://www.econbiz.de/10003630548
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