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ERIC Number: EJ189123
Record Type: CIJE
Publication Date: 1975
Pages: N/A
Abstractor: N/A
Reference Count: 0
ISBN: N/A
ISSN: N/A
Children's Commercials: Creative Development
Rust, Langbourne; Watkins, Thomas A.
Journal of Advertising Research, 15, 5, 21-6, Oct 75
Describes the implications of research designed to focus on within-commercial differences, use a variety of response measures, employ a non-reactive viewing situation, measure behavioral as well as verbal responses, and provide data that creative people can understand. Action and story line were found to be the most important aspects that hold children's attention. (VT)
Publication Type: N/A
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A