Assessing creative wearout in magazine advertising validating uk findings on wearout based on us data
Symposium: 1999: Florence, Session 7 - Print: Exploiting the Competitive Advantage
Authors: Scott, Doug, Zack, Barbara
Organisations: G+J USA, Millward Brown
Topics: Advertising Effects
The medium and the message – the comparative study of print and tv copy testing practices amog major advertisers and agencies.
Symposium: 1999: Florence, Session 7 - Print: Exploiting the Competitive Advantage
Authors: Ephron, Erwin, Zack, Barbara
Organisations: Ephron, G+J USA, Papazian & Ephron
Topics: Advertising Effects, Inter-media Comparison