Superimposed text size and contrast effects in DTC TV advertising : which presentation format is best for Rx drug messaging to consumers?
Ryan S. Paquin, Amie C. O'donoghue, Bridget J. Kelly, Kevin R. Betts, Mihaela Johnson, Christine N. Davis, Alyssa Jordan, Peyton Williams
| Year of publication: |
2021
|
|---|---|
| Authors: | Paquin, Ryan S. ; O'Donoghue, Amie C. ; Kelly, Bridget J. ; Betts, Kevin R. ; Johnson, Mihaela ; Davis, Christine N. ; Jordan, Alyssa ; Williams, Peyton |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 61.2021, 2, p. 178-191
|
| Subject: | Direct-to-consumer | Fernsehwerbung | Television advertising | Arzneimittel | Pharmaceuticals | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.2501/JAR-2020-021 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012643004