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Assessing the Use and Impact of Humor on Advertising Effect..:
Spotts, Harlan E.
;
Weinberger, Marc G.
;
Parsons, Amy L.
Journal of Advertising. 26 (1997) 3 - p. 17-32 , 1997
Link:
https://www.jstor.org/stable/4189039
RT Journal T1
Assessing the Use and Impact of Humor on Advertising Effectiveness: A Contingency Approach
UL https://suche.suub.uni-bremen.de/peid=jstor-4189039&Exemplar=1&LAN=DE A1 Spotts, Harlan E. A1 Weinberger, Marc G. A1 Parsons, Amy L. PB Board of Directors, American Academy of Advertising YR 1997 SN 0091-3367 SN 1557-7805 K1 Social sciences K1 Communications K1 Communicative content K1 Humor K1 Physical sciences K1 Chemistry K1 Chemical compounds K1 Chemicals K1 Polymers K1 Biopolymers K1 Polysaccharides K1 Glucans K1 Starches K1 Advertising K1 Advertising campaigns K1 Applied sciences K1 Technology K1 Tools K1 Household appliances K1 Advertising research K1 Business K1 Business administration K1 Corporate communications K1 External corporate communications K1 Marketing K1 Branding K1 Brands K1 Commercials K1 Radio commercials K1 Mathematics K1 Applied mathematics K1 Statistics K1 Applied statistics K1 Statistical results K1 Television commercials JF Journal of Advertising VO 26 IS 3 SP 17 OP 32 LK http://dx.doi.org/https://www.jstor.org/stable/4189039 DO https://www.jstor.org/stable/4189039 SF ELIB - SuUB Bremen
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