The Perceived Effects of Piggyback Television Commercials

Martilla, John A.; Thompson, Donald L.
November 1966
Journal of Marketing Research (JMR);Nov66, Vol. 3 Issue 4, p365
Academic Journal
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.


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