Huhmann, Bruce A.; Franke, George R.; Mothersbaugh, David L. - In: Journal of Business Research 65 (2012) 6, pp. 849-854
This study examines the effects of print ad execution variables on attention and processing as measured by Starch Noted, Associated, and Read most scores—on a univariate basis, then multivariate, and finally within the quadrants of the Rossiter–Percy–Bellman (RPB) Grid. Findings show that...