International copy testing: Recent developments in the measurement of advertising effectiveness

Flemming Hansen

Research output: Chapter in Book/Report/Conference proceeding › Book chapter › Research

Original language	English
Title of host publication	Globalization and its managerial implications
Editors	C.P. Rao
Number of pages	18
Place of Publication	Westport Conn.
Publisher	Quorum Books
Publication date	2001
Pages	166-183
ISBN (Print)	1567202632
Publication status	Published - 2001

Handle.net

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title = "International copy testing: Recent developments in the measurement of advertising effectiveness",

keywords = "Reklameeffekt",

author = "Flemming Hansen",

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year = "2001",

language = "English",

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BT - Globalization and its managerial implications

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CY - Westport Conn.

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