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...

Few first-rate biologists start their careers with only one ‘A-level’ (High School qualification) and a job in a copper wire factory. Fewer still go on to command a research budget of £250 million a year. But then Mike Dexter, who takes over this summer as director of the UK’s Wellcome Trust, the world’s biggest medical research charity, has always done things his own way. Dexter joins the Trus...