Ads led to sales if they were rated high on either or both of tells me a

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Ads led to sales if they were rated high on either or both of “tells me a lot about how the product works” and “this advertising is funny or clever," but not if they rated high on "I find this ad artistic" or "this ad doesn't give any facts, it just creates an image

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Advertising Management

ISBN: 199027

5th Edition

Authors: David A. Aaker

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