PT  - JOURNAL ARTICLE
AU  - Geoffrey Precourt
TI  - Keeping Score
AID  - 10.2501/JAR-52-1-003-004
DP  - 2012 Mar 01
TA  - Journal of Advertising Research
PG  - 3--4
VI  - 52
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/52/1/3.short
4100  - http://www.journalofadvertisingresearch.com/content/52/1/3.full
SO  - J Advert Res2012 Mar 01; 52