Making sense of metaphor : the impact of target-group-specific headlines in direct mail
Year of publication: |
February 2016
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Authors: | Kolsaker, Ailsa ; Görtz, Dirk ; Gilbert, David C. |
Published in: |
Journal of marketing communications. - Abingdon : Taylor & Francis, ISSN 1352-7266, ZDB-ID 1317851-9. - Vol. 22.2016, 1, p. 56-82
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Subject: | direct mail | metaphor | headlines | target-group-specificity | advertising effect | Direktmarketing | Direct marketing | Werbewirkung | Advertising effects | Werbung | Advertising | E-Mail | E-mail | Konsumentenverhalten | Consumer behaviour | Postsektor | Postal sector |
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