TV REKLAMLARI ETKİNLİĞİNİN BELİRLENMESİ VE BİR UYGULAMA

Öz -

Kaynakça

Aaker David ve Norris Donald, , "Characteristics of TV Commercials Perceived as lnformative", Journal of Advertising Research, C.XXII, S. 2 (1982)

Higie Rasin A. ve Seawall Murphy A., "Using Recall and Brand Preferences To Evaluate Advertising Effectiveness", Journal of Advertising Research, C.XXXI, S. 2, (Nisan-Mayıs 1991)

Laskey Henry A., Fox Richard J. ve Crask Melvin R., "The Relationship Between Advertising Message Strategy and Television Commercial Effectiveness", Journal of Advertising Research, C.XXXV, S.2, , (Mart/Nisan 1995)

Olney Thomas J.,Holbrook Morris B. ve Batra Rajeev "Consumer Responses to Advertising: The Effects of Ad Content, Emotions. and Attitude toward the Ad on Viewing Time", Journal of Consumer Research, C.XVII, S.1, (Mart 1991)

Pieters Rik. G. M. ve Bijmolt, Tammo H. A. "Consumer Memory tor Television Advertising: A Field Study of Duration, Serial Position, and Competition Effects", Journal of Consumer Research, C.XXIII, S.1, (Mart 1997)

Silk Alan J., "Test-Retest Correlations and the Reliability of Copy Testing", Journal of Marketing Research, C.XIV, S.4, (1977)

Singh Surendra N. ve Gole Catherine A., "The Effect of Length, Content, and Repetition on Television Commercial Effectiveness", Journal of Marekting Research, C. XXX, S.1, (Ocak 1993)

D'Souza Giles ve Rao Ram C., "Can Repeating an Advertisement More Frequently Than the Competition Affect Brand Preference in a Mature Market?",Journal of Marketing, C.LIX, S. 2, (Nisan 1995)

Vaughn Richard, "How Advertisement Works?: A Planning Model" Journal of Advertising Research, C.XX, S.5 (1980).

Kaynak Göster

APA Çalık, N . (1997). TV REKLAMLARI ETKİNLİĞİNİN BELİRLENMESİ VE BİR UYGULAMA . Anadolu Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi , 13 (1) , 89-108 . Retrieved from https://dergipark.org.tr/tr/pub/anadoluibfd/issue/49382/631623