Search Results - subject:"Message strategy"

Advertising during the COVID-19 pandemic: Trends and theoretical developments

Ali, Raza; Burki, Umar - In: Administrative Sciences 13 (2023) 7, pp. 1-18

This study examines how the COVID-19 pandemic affected the trends and theoretical development of advertising research. By using appropriate keywords, this research selected 210 articles from the Web of Science database. We applied bibliometric analysis techniques and employed the VOS viewer to...

Persistent link: https://www.econbiz.de/10014333314

Advertising during the COVID-19 pandemic : trends and theoretical developments

Usama Najam; Ali, Raza; Burki, Umar - In: Administrative Sciences : open access journal 13 (2023) 7, pp. 1-18

Persistent link: https://www.econbiz.de/10014319630

The effects of message strategy and execution framework on teenage boy's processing of print advertisements in India

Chattopadhyay, Tuhin - In: International Journal of Business Science & Applied … 5 (2010) 2, pp. 17-28

The purpose of this paper is to explore the most effective print advertising strategy in terms of message strategy and … execution framework for teenage boys in India. Teenage boys (n = 400) watched twenty advertisements in which message strategy … affective message strategy along with personality symbol as execution framework is most effective for teenage boys. Findings are …

Persistent link: https://www.econbiz.de/10011946307

The effects of message strategy and execution framework on teenage boy's processing of print advertisements in India

Chattopadhyay, Tuhin - In: The international journal of business science & applied … 5 (2010) 2, pp. 17-28

Persistent link: https://www.econbiz.de/10011894274