|
|||||
|
|
Methodological challenges surrounding direct-to-consumer advertising research—The measurement conundrum |
|
| Authors: | Richard A. Hansen Ph.D. Marcus Droege Ph.D. |
| Affiliation: | aUniversity of North Carolina at Chapel Hill, Division of Pharmaceutical Policy & Evaluative Sciences, CB 7360—205M Beard Hall, Chapel Hill, NC 27599, USA;bDepartment of Pharmaceutical & Administrative Sciences, Nova Southeastern University College of Pharmacy, 3200 S. University Drive, Ft Lauderdale, FL 33328, USA |
| Abstract: | |
| Keywords: | Direct-to-consumer advertising Measurement Exposure Effect |
| 本文献已被 ScienceDirect 等数据库收录！ | |