Concluding Comments on the Schwerin Analyses of Advertising Effectiveness
J. E. Fothergill, A. S. C. Ehrenberg
Journal of Marketing Research · 1965 · Volume 2 · Issue 4
DOI: 10.1177/002224376500200411
Abstract
These two sets of comments conclude the discussion of the validity of the Schwerin Analyses of Advertising Effectiveness presented in the preceding issue.
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