search query: @indexterm Effectiveness / total: 756
reference: 302 / 756
| Author: | Gelb, B. |
| Title: | Advertising to increase effectiveness of use |
| Journal: | Journal of Advertising Research
1998 : FEB, VOL. 38:1, p. 71-74 |
| Index terms: | ADVERTISING RESEARCH EFFECTIVENESS |
| Language: | eng |
| Abstract: | When a well-executed advertising message creates a believer in the effectiveness of the sponsor's product, that believer may be motivated to "try harder" is using the product to achieve desired results. If in fact the advertising precipitates extra effort and if that extra effort actually contributes to product effectiveness, the advertising that precipitated it has added significantly to how effective the product actually will be. |
SCIMA