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Investigating the Impact of Executional Style on Television Commercial Effectiveness

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References

2019Content Analysis: An Introduction to Its Methodology15,420 cited
1989Executional Factors and Advertising Effectiveness: A Replication179 cited
2000An Empirical Investigation of Advertising Wearin and Wearout76 cited

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2007Comparative Effectiveness of 30- versus 60-Second Radio Commercials on Recall and Rate14 cited

1997Selecting Media for National Accounts: Factors of Importance to Agency Media Specialists14 cited