Pregled bibliografske jedinice broj: 493924
An assessment of the differential effects of negative comparative, comparative, and non-comparative print advertisments
An assessment of the differential effects of negative comparative, comparative, and non-comparative print advertisments // Development in marketing science Volume XVIII / Gomes, Roger (ur.).
Orlando (FL), Sjedinjene Američke Države: Academy of Marketing Science, 1995. str. 11-16 (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)
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Naslov
An assessment of the differential effects of negative comparative, comparative, and non-comparative print advertisments
Autori
Holmes, John H. ; Greenstone, Scott ; Ozretić Došen, Đurđana
Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni
Izvornik
Development in marketing science Volume XVIII
/ Gomes, Roger - : Academy of Marketing Science, 1995, 11-16
ISBN
0-931268-17-6
Skup
Annual conference of Academy of Marketing Science
Mjesto i datum
Orlando (FL), Sjedinjene Američke Države, 17.05.1995. - 20.05.1995
Vrsta sudjelovanja
Predavanje
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
negative comparative; comparative; non-comparative print advertising
(comparative; comparative; non-comparative print advertising)
Sažetak
The manuscript compares subject's selected responses to three closely corresponding versions of print advertisements -- non-comparative, comparative, and negative comparative -- for two categories of consumer products. More specifically, it examines both positive and negative evaluations accorded to the sponsoring brand and the brand with which it is being compared. It further assesses relationships between attitudes towards the ad and towards the brand (sponsor or named competitor) under each of the tree message formats.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
