Effects of music on source evaluations |
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| Authors: | John D Simpkins Jack A Smith |
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| Institution: | 1. Assistant professor in the department of advertising , Michigan State University;2. Media analyst at Campbell‐Ewald, Inc. , Detroit |
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| Abstract: | Dr. Simpkins is an assistant professor in the department of advertising at Michigan State University, while Mr. Smith is a media analyst at Campbell‐Ewald, Inc. in Detroit. The research that follows offers some useful advice to producers of commercials and other material using a musical background. |
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