𝔖 Bobbio Scriptorium
✦   LIBER   ✦

Limitations and Strengths of Pan–Asian Advertising Media: A Review for International Advertisers

✍ Scribed by Louisa Ha


Book ID
110748523
Publisher
World Advertising Research Center
Year
1997
Tongue
English
Weight
239 KB
Volume
16
Category
Article
ISSN
0265-0487

No coin nor oath required. For personal study only.


📜 SIMILAR VOLUMES


The joint impact of humor and argument s
✍ Thomas W. Cline; James J. Kellaris 📂 Article 📅 1999 🏛 John Wiley and Sons 🌐 English ⚖ 394 KB

Humor is used extensively in advertising, but with mixed results. Drawing on the heuristic systematic model of persuasion, the authors explore a contingency underlying the impact of humorous executions on ad and brand attitudes for a convenience good. Results of a laboratory experiment with print ad