"Thinking and feeling" products and "utilitarian and value-expressive" appeals in contemporary TV advertising : a content analytic test for functional matching and the FCB model
Hojoon Choi, Hye Jin Yoon, Hye-Jin Paek and Leonard N. Reid
| Year of publication: |
2012
|
|---|---|
| Authors: | Choi, Hojoon ; Yoon, Hye Jin ; Paek, Hye-jin ; Reid, Leonard N. |
| Published in: |
Journal of marketing communications. - Abingdon : Taylor & Francis, ISSN 1352-7266, ZDB-ID 1317851-9. - Vol. 18.2012, 2, p. 91-111
|
| Subject: | Verkaufsförderung | Sales promotion | Fernsehwerbung | Television advertising | Statistische Methode | Statistical method | Marketingtheorie | Marketing theory |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009532020