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Leonard M. Lodish, Magid Abraham, Stuart Kalmenson, Jeanne Livelsberger, Beth Lubetkin, Bruce Richardson, Mary Ellen Stevens, How T.V. Advertising Works: A Meta-Analysis of 389 Real World Split Cable T.V. Advertising Experiments, Journal of Marketing Research, Vol. 32, No. 2 (May, 1995), pp. 125-139
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Lodish et al. (1995) studied this question.
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