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Realtime response measures of television commercials : reliability, construct validity, new approaches to wearout, and potential applications for pretesting

Author: G David Hughes; Marketing Science Institute.
Publisher: Cambridge, Mass. : Marketing Science Institute, ©1992.
Series: Report (Marketing Science Institute), 92-110.
Edition/Format:   Print book : EnglishView all editions and formats
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Document Type: Book
All Authors / Contributors: G David Hughes; Marketing Science Institute.
OCLC Number: 26513265
Notes: "Technical working paper."
"May 1992."
Description: 54 pages : illustrations ; 28 cm.
Series Title: Report (Marketing Science Institute), 92-110.
Responsibility: G. David Hughes.

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