haku: @indexterm ADVERTISING / yhteensä: 1883
viite: 412 / 1883
| Tekijä: | Percy, L. |
| Otsikko: | Advertising and the seven sins of memory |
| Lehti: | International Journal of Advertising
2004 : VOL. 23:4, p. 413-427 |
| Asiasana: | Advertising Effectiveness Communication |
| Kieli: | eng |
| Tiivistelmä: | A positive intention may be formed as a result of exposure to an advertisement, but if a memory malfunction interferes with the intention, the advertising will be ineffective. The paper considers the implications for advertisers od Daniel Schacter's 'seven sins of memory': transcience, absent-mindednedd, blocking, misattribution, suggestibility, bias and persistence. |
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