haku: @author Blair, M. / yhteensä: 2
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| Tekijä: | Rosenberg, K. Blair, M. |
| Otsikko: | Observations: The long and short of persuasive advertising |
| Lehti: | Journal of Advertising Research
1994 : JUL/AUG, VOL. 34:4, p. 63-69 |
| Asiasana: | ADVERTISING RESEARCH BRANDS SUCCESS |
| Kieli: | eng |
| Tiivistelmä: | Recently, it has been suggested that the use of preference-shift copytesting measures may cause advertisers to become obsessed with short-term share gains at the expense of building long-term equity. This objection is based on the theory that persuasiveness testing is overly biased toward "new news" and rational claims. However, an analysis of the ARS database yields support for the hypothesis that long-term success is the result of adherence to a consistent persuasive strategy over time. Empirical evidence does not support the idea that routine use of "new news" and rational claims as communication strategies is necessary to achieve high ARS Persuasion scores |
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