Programme-ad congruence: integrating advertising and entertainment

Material TypeArticleLanguageEnglish
TitleProgramme-ad congruence: integrating advertising and entertainment Author(S)Susan D. Myers (Author)
Abstract  This investigation builds on previous research streams to introduce a new concept – programme–ad congruence – into advertising research. ...Paginationp 61-90
SubjectManagementDescriptorsAdvertising
Journal TitleInternational Journal of Advertising  
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