电视广告如何发挥作用：对389项真实世界分线电视广告实验的元分析

How T.V. Advertising Works: A Meta-Analysis of 389 Real World Split Cable T.V. Advertising Experiments

Journal of Marketing Research · 1995

被引 154

人大 AFT50UTD24ABS 4*

Leonard M. Lodish
Magid M. Abraham
Stuart Kalmenson
Jeanne Livelsberger
Beth Lubetkin
Bruce Richardson

中文导读

对389项真实分线电视广告实验进行元分析，研究电视广告的效果及其影响因素，为广告主和研究者提供参考。

Abstract

Leonard M. Lodish, Magid Abraham, Stuart Kalmenson, Jeanne Livelsberger, Beth Lubetkin, Bruce Richardson, Mary Ellen Stevens, How T.V. Advertising Works: A Meta-Analysis of 389 Real World Split Cable T.V. Advertising Experiments, Journal of Marketing Research, Vol. 32, No. 2 (May, 1995), pp. 125-139

广告市场营销商业数学

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