haku: @author Lee, S. / yhteensä: 32
viite: 30 / 32
Tekijä: | Lee, S. Barnes, J. |
Otsikko: | Using Color Preferences in Magazine Advertising |
Lehti: | Journal of Advertising Research
1989 : DEC/1990 JAN, VOL. 29, p.25-30 |
Asiasana: | CONSUMER RESEARCH NEWSPAPER ADVERTISING ADVERTISING EFFECTIVENESS |
Kieli: | eng |
Tiivistelmä: | Each colour has mental and emotional effect on human beings. This property may allow advertisers to speed the marketing-communication process. A person's colour preference and the colour used in an advertisement may affect advertising effectiveness. Several studies have found a gender difference in colour preference. Race and culture also affect colour preference. It is examined how advertisers currently utilize colour in magazine advertising. |
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