Advertisement Size and the Relationship between Product Usage and Advertising Exposure
Journal of Marketing ResearchPublished 1 February 1972
Alvin J. Silk, Frank P. Geiger
Citations23
SJR quartileQ1
SJR score6.96
SNIP2.42
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Abstract
This study investigates the hypothesis that the association between prospect status and exposure to print advertising decreases as advertisement size increases. Contrary to the hypothesis, nonlinear relationships were found.
Keywords
Social SciencesDecision SciencesBusiness, Management and Accounting
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