haku: @author Jaffe, L. / yhteensä: 3
viite: 2 / 3
| Tekijä: | Jaffe, L. Jamieson, L. Berger, P. |
| Otsikko: | Impact of Comprehension, Positioning, and Segmentation on Advertising Response |
| Lehti: | Journal of Advertising Research
1992 : MAY/JUNE, VOL.32, p.24-33 |
| Asiasana: | ADVERTISING EFFECTIVENESS CONSUMER BEHAVIOUR CONSUMER CHOICE |
| Kieli: | eng |
| Tiivistelmä: | The impact of comprehension of an ad's positioning on advertising response is examined. A field experiment was conducted with 200 women between the ages of 25 and 49 where women were exposed to different ads. The results show that clearer comprehension increases the positioning effect while less clear comprehension reduces it. |
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