search query: @indexterm Effectiveness / total: 756
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| Author: | Gierl, H. |
| Title: | Der Einsatz ethnischer fremder Testimonials in der Anzeigenwerbung |
| Journal: | Journal für Betriebswirtschaft
2003 : VOL. 53:5-6, p. 168-189 |
| Index terms: | advertising marketing effectiveness models |
| Language: | ger |
| Abstract: | The article analyzes the effectiveness of communicators (here as: comms.) with a strange ethnicity (as: eth-y.) in advertising (as: adv-g). Using comms. with another eth-y. than the target group seems to be an advantageous form of adv-g. In addition, this type of adv-g. could be eye-catching. A conceptual model is derived to analyze the impact of comms' eth-y. and to test the postulated relations (original in German). |
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