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Abstract A relatively new analytic technique, PATHEVAL, is used to re-examine an old issue, the relationship between advertising and national consumption. Using cross-national annual data collected on 53 nations, the authors find little evidence for Galbraith's view of advertising as a most...
Abstract There is no published evidence of examination of convergent and discriminant validity for any set of measures of viewer reaction to television commercials. The present study begins to fill this gap by comparing three Likert-type scales of three copy testing concepts (Relevance,...
Abstract Cents-off coupons have become a popular sales promotion tool in recent years. However, the effects of coupons, and other such deals, on consumers' cognitive structures and choice decisions are not well understood. This paper examines the impact of cents-off coupons at the pre-trial...
Abstract Previous research has suggested that people form an unfavorable or favorable attitude toward a particular ad, which in turn affects their attitude toward what is being advertised and other measures of advertising effectiveness, including brand choice. This study found that idea...
Abstract Published evidence questions the voter involvement explantion of promotional spending effects in high involvement elections. This study replicates and extends the Soley and Reid (20) study which showed that promotional expenditures have as great an effect on votes received in...
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