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| Tekijä: | Janssens, W. (et al.) |
| Otsikko: | Emotional or informative? Creative or boring?: The effectiveness of different types of radio commercial |
| Lehti: | International Journal of Advertising
2005 : VOL. 24:3, p. 373-394 |
| Asiasana: | Advertising effectiveness Brands Attitudes Belgium |
| Vapaa asiasana: | Radio |
| Kieli: | eng |
| Tiivistelmä: | This paper examines the affective and cognitive attitudes towards commercials, the brands and purchase information. 100 radio commercials were tested with 100 consumers. According to the results the most positive reaction was shown by information-dominant and emotional/creative type of commercials. The attitudes towards the advertisements were strongly affected by the attitudes towards the brands. |
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