96' 4, page 93
Lebedev A. N.
Dynamics of emotional reaction of Russian customer to advertising
(resume)
Psychological effectiveness of advertising in
Russia is considered. The results of longitude
study show that in spite of advertisers'
protestations that quality of advertising is
rising the customers' reaction to advertising has
not changed. The changes in advertising are due
mostly to financial and technological aspects and
do not affect customers' psychology.
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