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ERIC Number: EJ164079
Record Type: Journal
Publication Date: 1977
Pages: N/A
Abstractor: N/A
Reference Count: N/A
ISBN: N/A
ISSN: N/A
The Effect of Program Context on Commercial Performance
Horn, Martin I.; McEwen, William J.
Journal of Advertising, 6, 2, 23-7, Spr 77
Relates two proposed attributes of both television shows and commercials--content and style--to television commercial performance. (KS)
Publication Type: N/A
Education Level: N/A
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Sponsor: N/A
Authoring Institution: N/A