Authors: SPOTTS HE WEINBERGER MG PARSONS AL

Citation: He. Spotts et al., ASSESSING THE USE AND IMPACT OF HUMOR ON ADVERTISING EFFECTIVENESS - A CONTINGENCY APPROACH, Journal of advertising, 26(3), 1997, pp. 17-32

Authors: WEINBERGER MG SPOTTS H CAMPBELL L PARSONS AL

Citation: Mg. Weinberger et al., THE USE AND EFFECT OF HUMOR IN DIFFERENT ADVERTISING MEDIA, Journal of advertising research, 35(3), 1995, pp. 44-56