In Defence of the Hierarchy of Effects
Journal of Advertising ResearchPublished 1 May 2002
Thomas E. Barry
Citations75
SJR quartileQ1
SJR score0.82
SNIP0.72
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Abstract
ABSTRACT Thomas E. Barry feels that rather than discard the hierarchy of effects model, we should develop rigorous, collaborative efforts to validate its continued value to guide us in advertising and marketing communications planning for another 100 years.
Keywords
Social SciencesBusiness, Management and Accounting
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