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Research papers

The halo effect

To obtain insights into how advertising works, it is important to appreciate the factors influencing its action on the public. It is necessary to define the term "advertising" prior to going further. Advertising can be said to be any (and in fact,...

Catalogue: Seminar 1995: Strategic Publishing And Advertising Accountability
Authors: Anumita Sharma, Sanjaya Shunglu
November 1, 1995
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Citation

Sharma and Shunglu (1995a, November 01). The halo effect. ANA - ESOMAR. Retrieved May 25, 2024, from


https://ana.esomar.org/documents/the-halo-effect