A multivariate regression model relating advertising recall to variables of television viewing

Pradip ChakravartyUtkarsh Thakur2023-12-152023-12-1520010086900870http://ir.mica.ac.in/handle/123456789/484157p.en-USunderstand relationship between advertising recall and viewership factorsgeneration of programmecategory of advertised productlikability of programmemedia exposureweight of campaignsA multivariate regression model relating advertising recall to variables of television viewingThesis