Effectiveness of a Television Counter Advertisement [electronic resource] / James T. Lull and Anthony Mulac.

This paper investigates the potential effectiveness of counter advertising in influencing the buying habits of a convinced audience. One month before the actual study, 109 subjects indicated a brand preference in a consumer questionnaire. The subjects were randomly assigned to groups that viewed one...

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Bibliographic Details

Online Access:	Full Text (via ERIC)
Main Author:	Lull, James T.
Other Authors:	Mulac, Anthony
Format:	Electronic eBook
Language:	English
Published:	[S.l.] : Distributed by ERIC Clearinghouse, 1977.
Subjects:	Advertising. Audiovisual Communications. Information Dissemination. Persuasive Discourse. Propaganda. Television Commercials. Television Research. Television Viewing.