haku: @journal_id 492 / yhteensä: 321
viite: 9 / 321
| Tekijä: | Gierl, H. |
| Otsikko: | Der Einsatz ethnischer fremder Testimonials in der Anzeigenwerbung |
| Lehti: | Journal für Betriebswirtschaft
2003 : VOL. 53:5-6, p. 168-189 |
| Asiasana: | advertising marketing effectiveness models |
| Kieli: | ger |
| Tiivistelmä: | The article analyzes the effectiveness of communicators (here as: comms.) with a strange ethnicity (as: eth-y.) in advertising (as: adv-g). Using comms. with another eth-y. than the target group seems to be an advantageous form of adv-g. In addition, this type of adv-g. could be eye-catching. A conceptual model is derived to analyze the impact of comms' eth-y. and to test the postulated relations (original in German). |
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