## Abstract Message framing readily lends itself to marketing communication and advertising persuasion strategies. However, past research yields contradictory and inconsistent predictions as to whether positive or negative frames are more persuasive. This study examines the most appropriate message
The efficacy of anti-smoking advertisements: the role of source, message, and individual characteristics
β Scribed by Sridhar Samu; Namita Bhatnagar
- Publisher
- John Wiley and Sons
- Year
- 2008
- Tongue
- English
- Weight
- 169 KB
- Volume
- 13
- Category
- Article
- ISSN
- 1465-4520
- DOI
- 10.1002/nvsm.326
No coin nor oath required. For personal study only.
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The authors classify an advertisement as an extended symbolic message (ESM) when the ad's subject and message are presented in a nonliteral format. The study compares the advertising effectiveness of the ESM with that of a literally equivalent message (LEM) when the ESM contains either a salient cue
Whereas bivalent fragments have been widely used for radio-immunotherapy, no systematic study has been published on the therapeutic performance of monovalent conjugates in vivo. The aim of our study was, therefore, to determine the therapeutic performance of 131 I-labeled Fab as compared to bivalent