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A variety of managerial recommendations based on the results are proposed, including practical implications for media planning and ad message creation. This research will be widely cited as an important contribution to the field and will be a springboard for new ways of conceptualizing advertising in increasingly new, nontraditional media forms.
Patricia A. Stout, PhD
Professor of Advertising and John P. McGovern Regents Professor in Health and Medical Science Communication Department of Advertising
The University of Texas at Austin