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Research papers

Consequences of applying the Fishbein model to advertising planning

In this paper we would like to: 1) initially show some examples of the results we have obtained using the model, indicating the various degrees of success and failure we have achieved; 2) briefly discuss some of the factors which TNA has found...

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Author: A. B. Cowling
Company: KANTAR TNS Malaysia
June 15, 1971
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Citation

Cowling, A. B. (1971a, June 15). Consequences of applying the Fishbein model to advertising planning. ANA - ESOMAR. Retrieved May 25, 2024, from


https://ana.esomar.org/documents/consequences-of-applying-the-fishbein-model-to-advertising-planning