Kuvita, Tetyana; Karlíček, Miroslav - In: Central European Business Review 2014 (2014) 3, pp. 16-22
In the race to get the attention of the target audience, advertisers often use special attention-getting devices. This in turn exposes them to a higher risk of creating a vampire effect when the core message about the brand or a product is “eaten up” by such devices. The concept of a vampire...