A study into the way women react to television and magazine advertising for the same product

Date of publication: June 15, 1986

Author: Alan Smith

Abstract:

This paper explains why a group of UK magazine publishers choose to conduct research into the way in which magazine advertisements and television commercials interact with each other, in terms of the communication achieved. The research is described and some of the main findings reviewed. The paper concludes with some comments about the design of future similar studies should it be decided that more work along the same lines should be undertaken.

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