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If one wishes to study the effect of advertising, a concise definition of the concept of âadvertisingâ is essential. In business-circles, the function of advertising is often defined: âadvertising must sellâ. Although it cannot be...
Ogilvie and Wilde (1962a, June 15). Determination of the effect of advertising by means of the scaling techniques in general and the semantic differential in particular . ANA - ESOMAR. Retrieved November 30, 2023, from