Metaphors and body copy in online advertising effectiveness
Leonidas Hatzithomas, Aikaterini Manolopoulou, Kostoula Margariti, Christina Boutsouki, and Dimitrios Koumpis
| Year of publication: |
2021
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|---|---|
| Authors: | Hatzithomas, Leonidas ; Manolopoulou, Aikaterini ; Margariti, Kostoula ; Boutsouki, Christina ; Koumpis, Dimitrios |
| Published in: |
Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 27.2021, 5, p. 642-672
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| Subject: | Google Ads | hard-/soft-sell copy | Visual/verbal metaphors | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Suchmaschine | Search engine | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10496491.2021.1880520 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012549623