Comparative Advertising, Message Sidedness and Medium Variation PDF Download
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Author: Mary Allis Curran
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 260
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Book Description
Author: Mary Allis Curran
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 260
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Book Description
Author: Chia-ai Yao
Publisher:
ISBN:
Category :
Languages : en
Pages : 210
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Book Description
Author: Muneeb Ejaz
Publisher:
ISBN:
Category :
Languages : en
Pages :
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Book Description
Previous research on comparative advertising indicates how brands may use advertising to compare and contrast their own products and services with those of a competing brand, for the purpose of furthering their rivalry and winning over consumers. This research investigates the effect of change in advertising medium (i.e. Print and Online) on memory recall and purchase intentions for direct and indirect comparative advertisements. Although the direction of the means was as proposed, the results indicate that there was not enough evidence to claim that direct comparative advertisements will have a greater memory recall than indirect and noncomparative advertisements. Further analysis indicates that the effect of comparative advertisements on both types of mediums was similar. More specifically, memory recall was found to be similar for direct comparative advertisements and indirect comparative advertisements when viewed on print format in contrast to online format. This research further indicates that a higher memory recall does not lead to a greater purchase intention.
Author: Ronald Lynn Earl
Publisher:
ISBN:
Category : Comparative advertising
Languages : en
Pages : 179
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Book Description
Author: George Zinkan
Publisher: Marketing Classics Press
ISBN: 1613112718
Category : Business & Economics
Languages : en
Pages : 290
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Book Description
Author:
Publisher:
ISBN:
Category : Arts
Languages : en
Pages : 306
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Book Description
Author: Jeon-Keun Cho
Publisher:
ISBN:
Category :
Languages : en
Pages : 199
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Book Description
Author: Mark B. Traylor
Publisher:
ISBN:
Category : Comparative advertising
Languages : en
Pages : 378
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Book Description
Author: George E. Belch
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 728
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Book Description
Author: Leon Schiffman
Publisher: Pearson Higher Education AU
ISBN: 1486014348
Category : Business & Economics
Languages : en
Pages : 729
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Book Description
A trusted resource for Consumer Behaviour theory and practice. Consumer Behaviour explores how the examination and application of consumer behaviour is central to the planning, development, and implementation of effective marketing strategies. In a clear and logical fashion, the authors explain consumer behaviour theory and practice, the use and importance of consumer research, and how social and cultural factors influence consumer decision making. The sixth edition of this Australian text provides expanded coverage of contemporary topics.
