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Research papers

Tv advertising effectiveness

The paper presents a study in which the short term effects of advertising on purchase behaviour were measured with single source data from a micro test market. The results show that real advertising effects are smaller than expected according to John...

Catalogue: Revolutions In Panel Research 1997: New Questions, New Solutions
Authors: Raimund Wildner, Klaus Kindelmann
Company: GfK
February 1, 1997
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Citation

Wildner and Kindelmann (1997a, February 01). Tv advertising effectiveness . ANA - ESOMAR. Retrieved December 09, 2023, from


https://ana.esomar.org/documents/tv-advertising-effectiveness-