search query: @author Janiszewski, C. / total: 12
reference: 9 / 12
| Author: | Janiszewski, C. |
| Title: | The Influence of Print Advertisement Organization on Affect Toward a Brand Name |
| Journal: | Journal of Consumer Research
1990 : JUNE, VOL. 17, p.53-65 |
| Index terms: | ADVERTISING EFFECTIVENESS NEWSPAPER ADVERTISING CONSUMER BEHAVIOUR |
| Language: | eng |
| Abstract: | The organization of the advertising environment can influence the comprehension and evaluation of print advertising material.Three experiments show how the subconscious processing of a brand name can be facilitated. The evaluation of a brand name is shown to depend on its placement relative to the ad's focal information. |
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