IMPROVING THE EFFECTIVENESS OF OUTDOOR ADVERTISING: LESSONS FROM A STUDY OF 282 CAMPAIGNS.

Autor: Bhargava, Mukesh1, Donthu, Naveen2, Caron, Rosanne3
Zdroj: Journal of Advertising Research. Mar/Apr94, Vol. 34 Issue 2, p46-55. 10p. 3 Black and White Photographs, 1 Diagram, 6 Charts.
Databáze: Business Source Ultimate
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