ADVERTISING MEDIA AND CONSUMER RESPONSE
نویسندگان
چکیده
منابع مشابه
An Investigation of Advertising Appeal on Consumer Response in Service Advertising
Advertising appeal plays a significant role in the execution of advertising. In service advertising, they are of more importance because of the peculiar characteristics of services. This study attempts to investigate the impact of emotional and rational appeal on service advertising. This study also studies the impact of typology of service as a moderating variable in the relation of advertisin...
متن کاملan investigation of advertising appeal on consumer response in service advertising
advertising appeal plays a significant role in the execution of advertising. in service advertising, they are of more importance because of the peculiar characteristics of services. this study attempts to investigate the impact of emotional and rational appeal on service advertising. this study also studies the impact of typology of service as a moderating variable in the relation of advertisin...
متن کاملAdvertising and Consumer Memory
The paper explores the idea that advertising interferes with consumers’ memories of product experiences. We consider a two-period model where a monopolist sells an experience good to a buyer who may only imperfectly recall her first period experience. When advertising activates memory, it enables learning and may induce the buyer to try out the good initially. Moreover, while costly advertising...
متن کاملTrade Agreements and Direct-to-Consumer Advertising of Pharmaceuticals
There is growing international concern about the risks posed by direct-to-consumer advertising (DTCA) of prescription pharmaceuticals, including via the internet. Recent trade agreements negotiated by the United States, however, incorporate provisions that may constrain national regulation of DTCA. Some provisions explicitly mention DTCA; others enable foreign investors to seek compensation if ...
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ژورنال
عنوان ژورنال: Emerging Markets : Business and Management Studies Journal
سال: 2018
ISSN: 2620-9918,2338-8854
DOI: 10.33555/ijembm.v2i1.27