The effectiveness of Direct Response Radio Commercials, Results of a Fielsd Expirement in the Netherlands

PC Verhoef, M van Aalst, JC Hoekstra

Research output: Contribution to journalArticleAcademicpeer-review

Original languageUndefined/Unknown
Pages (from-to)143-155
Number of pages13
JournalEuropean Journal of Marketing
Volume34
Publication statusPublished - 2000

Research programs

  • ESE - MKT

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