Persuasion Principles Index : ready for pretesting advertisements
Kesten C. Green (University of South Australia Business School and Ehrenberg-Bass Institute, University of South Australia, Adelaide, Australia), J. Scott Armstrong (Wharton School, University of Pennsylvania, Philadelphia, Pennsylvania, USA and Ehrenberg-Bass Institute, University of South Australia, Adelaide, Australia), Rui Du (University of Hawaii, Manoa Hawaii, USA) and Andreas Graefe (LMU Munich, Germany)
| Year of publication: |
2016
|
|---|---|
| Authors: | Green, Kesten C. ; Armstrong, J. Scott ; Du, Rui ; Graefe, Andreas |
| Published in: |
European journal of marketing : EJM. - Bingley : Emerald Publishing Limited, ISSN 0309-0566, ZDB-ID 189982-X. - Vol. 50.2016, 1/2, p. 317-326
|
| Subject: | Profitability | Creativity | Advertising effectiveness | Combining forecasts | Index method | Variable weighing | Werbung | Advertising | Werbewirkung | Advertising effects | Kreativität | Prognoseverfahren | Forecasting model | Index | Index number | Theorie | Theory |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/EJM-12-2015-0838 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011453396