Effects of length, frequency and serial position on advertising impact moderated by product involvement: evidance from super bowl broadcast 1992-2012

  • Yao Sun

Student thesis: Master's Thesis


Please refer to the "Abstract & TOC" file on the right side
Date of Award2013
Original languageEnglish
SupervisorXinshu ZHAO (Supervisor)

User-Defined Keywords

  • Advertising
  • Brand name products
  • Effective frequency
  • Super Bowl


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