Pretesting advertising

Before the rubber hits the road

R. Pieters, M. Wedel

Research output: Chapter in Book/Report/Conference proceedingChapterScientificpeer-review

Original languageEnglish
Title of host publicationThe Sage Handbook of Advertising
EditorsG. Tellis, T. Ambler
Place of PublicationLos Angeles
PublisherSage Publications
Pages217-232
Publication statusPublished - 2007

Cite this

Pieters, R., & Wedel, M. (2007). Pretesting advertising: Before the rubber hits the road. In G. Tellis, & T. Ambler (Eds.), The Sage Handbook of Advertising (pp. 217-232). Los Angeles: Sage Publications.
Pieters, R. ; Wedel, M. / Pretesting advertising : Before the rubber hits the road. The Sage Handbook of Advertising. editor / G. Tellis ; T. Ambler. Los Angeles : Sage Publications, 2007. pp. 217-232
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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.

Pretesting advertising : Before the rubber hits the road. / Pieters, R.; Wedel, M.

The Sage Handbook of Advertising. ed. / G. Tellis; T. Ambler. Los Angeles : Sage Publications, 2007. p. 217-232.

Research output: Chapter in Book/Report/Conference proceedingChapterScientificpeer-review

TY - CHAP

T1 - Pretesting advertising

T2 - Before the rubber hits the road

AU - Pieters, R.

AU - Wedel, M.

PY - 2007

Y1 - 2007

M3 - Chapter

SP - 217

EP - 232

BT - The Sage Handbook of Advertising

A2 - Tellis, G.

A2 - Ambler, T.

PB - Sage Publications

CY - Los Angeles

ER -

Pieters R, Wedel M. Pretesting advertising: Before the rubber hits the road. In Tellis G, Ambler T, editors, The Sage Handbook of Advertising. Los Angeles: Sage Publications. 2007. p. 217-232