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How to implement informational and emotional appeals in print advertisements : a framework for choosing ad appeals based on advertisers' objectives and targeted demographics
Teichert, Thorsten; Hardeck, Dirk; Liu, Yong; Trivedi, Rohit - In: Journal of advertising research 58 (2018) 3, pp. 363-379
Persistent link: https://www.econbiz.de/10011929132
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When consumers tune out advertising messages : development and validation of a scale to measure advertising disengagement
Tripathi, Sanjeev; Jain, Varsha; Pandey, Jatin; … - In: Journal of advertising research 62 (2022) 1, pp. 3-17
Persistent link: https://www.econbiz.de/10013186356