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Pretesting advertising: Before the rubber hits the road

Pieters,R.
; 
Wedel,M.
Abstract
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Date
2007
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Sage Publications
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Tilburg University Research Output Collection
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Citation
Pieters, R & Wedel, M 2007, Pretesting advertising : Before the rubber hits the road. in G Tellis & T Ambler (eds), The Sage Handbook of Advertising. Sage Publications, Los Angeles, pp. 217-232.
URI
https://hdl.handle.net/20.500.14602/12845
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