How to implement informational and emotional appeals in print advertisements : a framework for choosing ad appeals based on advertisers' objectives and targeted demographics
Thorsten Teichert, Dirk Hardeck, Yong Liu, Rohit Trivedi
| Year of publication: |
September 2018
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|---|---|
| Authors: | Teichert, Thorsten ; Hardeck, Dirk ; Liu, Yong ; Trivedi, Rohit |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 58.2018, 3, p. 363-379
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| Subject: | Printwerbung | Print advertising | Emotionale Werbung | Emotional branding |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.2501/JAR-2017-054 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011929132