The Perceived Effects of Piggyback Television Commercials
- 1 November 1966
- journal article
- Published by JSTOR in Journal of Marketing Research
- Vol. 3 (4) , 365
- https://doi.org/10.2307/3149852
Abstract
The piggyback technique is becoming more important in television advertising. This article examines behavioral and media considerations that contribute to the p...Keywords
This publication has 0 references indexed in Scilit: