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Original Articles

Humor and Advertising Effectiveness after Repeated Exposures to a Radio Commercial

Pages 15-34 | Received 27 Dec 1985, Accepted 26 Feb 1986, Published online: 29 May 2013

References

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  • Duncan , Calvin P. , Nelson , James E. and Frontzak , Nancy L. 1984 . “The Effect of Humor on Advertising Comprehension,” . In Advances in Consumer Research , Edited by: Kinnear , Thomas C. Vol. XI , 432 – 37 . Chicago : Association for Consumer Research .
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