search query: @indexterm Media research / total: 210
reference: 22 / 210
| Author: | Turner, D. |
| Title: | 8 principles to harness the power of advocacy |
| Journal: | Admap
2005 : VOL. 40:7, p. 38-40 |
| Index terms: | Communication Marketing research Media research |
| Language: | eng |
| Abstract: | The article describes how research has helped to articulate the role of word of mouth in media planning. The author introduces eight principles of advocacy planning: relation between advocacy and emotion, gender difference, lifestage factor, stickiness of brand messages, knowledge about initiators, implicit factors, brand advertising and advertising in general. |
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