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Research papers

How do press ads really work and how can we measure their performance more realistically

This paper discusses a number of issues critical to the development and evaluation of creative press advertisements and campaigns. It begins with the information gap that currently exists regarding the influence of context on the perceptions of the...

Catalogue: Seminar 1991: Publishing For An Optimal Product
Authors: Wendy Gordon, Andrea Berlowitz
June 15, 1991
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Citation

Gordon and Berlowitz (1991a, June 15). How do press ads really work and how can we measure their performance more realistically. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/how-do-press-ads-really-work-and-how-can-we-measure-their-performance-more-realistically