haku: @indexterm ADVERTISING / yhteensä: 1883
viite: 255 / 1883
| Tekijä: | Boyd, H. C. III |
| Otsikko: | Persuasive talk: is it what you say or how you say it? |
| Lehti: | Journal of Advertising Research
2006 : MAR, VOL. 46:1, p. 84-92 |
| Asiasana: | advertising |
| Kieli: | eng |
| Tiivistelmä: | This paper offers advertisers a new framework for copy testing advertising-specific elements. The proposed model suggests that delivery quality engenders emotional response, while dialogue quality elicits attitudinal and behavioral response. |
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