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Abstract In recent years, the use and relative effectiveness of fine print messages have been the focus of research attention in the marketing / advertising literature. However, no study has examined those issues specifically from the practitioner's perspective. The authors report the findings...
Abstract Every year billions of dollars are spent on advertising that uses humor to sell products. How is that spending decision made? Despite much research examining humor effects in advertising, many advertisers make the decision on faith. Many past studies lack a clear conceptual focus to...
Abstract Results of an experimental study in a print advertising context suggest that two imagery-eliciting strategies, use of pictures and use of copy containing instructions to imagine, stimulate mental imagery processing, which in turn influences attitudinal judgments. Specifically, an ad...
Abstract Most research in the area generally known as “fear appeals” has examined the persuasive effects and effectiveness of different types of threat-based communications on various groups of consumer subjects, often failing to distinguish between the threats, the literal communication...
Abstract The authors examine the predictors of ad avoidance in four media: magazines, newspapers, radio, and television. A national survey of 946 adults found that ad avoidance is most prevalent for television and magazines. The predictor variables were demographic characteristics, media-related...
Abstract The author proposes that consumers infer brand quality from the level of advertising repetition for unfamiliar brands. Consumers are posited to associate high product quality with high levels of repetition because they see repetition as costly and think higher costs reflect the...
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