TITLE

The Perceived Effects of Piggyback Television Commercials

AUTHOR(S)
Martilla, John A.; Thompson, Donald L.
PUB. DATE
November 1966
SOURCE
Journal of Marketing Research (JMR);Nov66, Vol. 3 Issue 4, p365
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The piggyback technique is becoming more important in television advertising. This article examines behavioral and media considerations that contribute to the popularity of the piggyback, and reports results of an experimental study of the effect on television viewers of piggyback.
ACCESSION #
5005077

 

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