How effective is creativity? emotive content in TV advertising does not increase attention

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Bibliographische Detailangaben
Veröffentlicht in:Journal of advertising research
1. Verfasser: Heath, Robert G. (VerfasserIn)
Weitere Verfasser: Nairn, Agnès (VerfasserIn), Bottomley, Paul A. (VerfasserIn)
Format: UnknownFormat
Sprache:eng
Veröffentlicht: 2009
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