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Abstract A recent study (15) examined the effects of stimulus complexity factors on memory for assorted features of an umbrella print advertisement. One research direction offered by the author was the need to consider also the impact that different levels of audience involvement have on memory...
Abstract A survey of Congressional candidates conducted shortly after the 1982 elections showed that advertising media expenditure and allocation strategies vary significantly among types of campaigns: incumbent, challenger, and open-race. The results demonstrated that these three are in fact...
Abstract This paper examines the relationship between industry-wide advertising expenditures and per capita consumption of beer, wine, and distilled spirits in the United States. Advertising expenditures are studied in six media: network and spot television, network radio, magazines, newspaper...
Abstract This study investigates one of the fastest growing, yet relatively unknown market segments—singles. The purpose of the study is to access the homogeneity of single females in respect to a variety of advertising-related variables. Never-marrieds, divorced and widowed females were...
Abstract This study examines the role that product novelty plays in influencing a number of attitude-related variables, as well as its role in moderating the relationship between ad attitudes and brand attitudes. The results of an experiment indicate that the formation of brand attitudes for a...
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