Pregled bibliografske jedinice broj: 488455
A cross national assessment of prospects' responses to non-comparative, comparative, and negative comparative print messages
A cross national assessment of prospects' responses to non-comparative, comparative, and negative comparative print messages // World Marketing Congress, 1995. Vol. VII-III
Melbourne, Australija, 1995. str. 13-72 (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)
CROSBI ID: 488455 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
A cross national assessment of prospects' responses to non-comparative, comparative, and negative comparative print messages
Autori
Holmes, John H. ; Greenstone, Scott ; Ozretić Došen, Đurđana
Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni
Izvornik
World Marketing Congress, 1995. Vol. VII-III
/ - , 1995, 13-72
ISBN
0-732606209
Skup
The Seventh Bi-Annual World Marketing Congres
Mjesto i datum
Melbourne, Australija, 06.06.1995. - 10.06.1995
Vrsta sudjelovanja
Predavanje
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
non-comparative advertising; comparative advertising; negative advertising; a cross national assessment
Sažetak
This cross cultural analysis examines the perceived effects of non-comparative, comparative and negative comparative advertising within two countries, the United States and Croatia. In the former, all three methods are practiced, while in the latter comparative and negative approaches are presently nonexistent. Comparable samples of consumer subjects from each country participated in an experiment in which they responded to print messages presented in the above mentioned formats. Respondents from each sample evaluated the messages and indicated respective attitudes towards both the sponsor's brand and that of the named competitor. This manuscript presents a comparison of the findings and their implications for advertisers.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
