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| Tekijä: | Janiszewski, C. |
| Otsikko: | The Influence of Print Advertisement Organization on Affect Toward a Brand Name |
| Lehti: | Journal of Consumer Research
1990 : JUNE, VOL. 17, p.53-65 |
| Asiasana: | ADVERTISING EFFECTIVENESS NEWSPAPER ADVERTISING CONSUMER BEHAVIOUR |
| Kieli: | eng |
| Tiivistelmä: | The organization of the advertising environment can influence the comprehension and evaluation of print advertising material.Three experiments show how the subconscious processing of a brand name can be facilitated. The evaluation of a brand name is shown to depend on its placement relative to the ad's focal information. |
SCIMA