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• W1590170116 abstract "Abstract A telephone survey was conducted to assess the relative value of six mass media types as sources of advertising information. National and retail advertising within each medium were rated separately. Results suggest that perceived informativeness varies as a function of the national-retail dichotomy and is mediated by audience characteristics." @default.
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• W1590170116 date "2012-05-18" @default.
• W1590170116 modified "2023-09-23" @default.
• W1590170116 title "The Perceived Informativeness of National and Retail Advertising" @default.
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• W1590170116 doi "https://doi.org/10.1080/01633392.1987.10504918" @default.
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