1 - 6 of 6 articles
Abstract A variety of factors motivate firms' managers to initiate new relations with advertising agencies. Principal among the factors is the desire to improve the firm's financial performance. The authors examine whether initiating new relations results in a change in the market value of the...
Abstract As the service sector of the U.S. economy continues to grow dramatically, so does the need for increased attention to advertising strategies for the service sector. The author examines print advertising strategy for services by testing whether the presence of a visual tangible cue (a...
Abstract In an empirical study, the authors investigated the effects of different advertising appeals used in the United States and China. The study focused on the match between values expressed in advertising and values in each of the two cultures, and included the influence of product use...
Abstract With passage of the Americans with Disabilities Act, businesses became aware of the 43 million disabled consumers as a source of concern and additional expense, but not as a salient market segment. Advertisers have yet to recognize that by learning more about the communication needs of...
Abstract A postmodern literary method of textual analysis is presented as a systematic approach to understanding the meaning of an advertising text. The method has three steps: identification of textual elements (the parts or literary attributes), construction of meaning (the whole, a sum of...
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