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| Tekijä: | Singh, M. Balasubramanian, S.K. Chakraborty, G. |
| Otsikko: | A comparative analysis of three communication formats: advertising, infomercial and direct experience |
| Lehti: | Journal of Advertising
2000 : WINTER, VOL. 29:4, p. 59-68 |
| Asiasana: | Advertising Communication Music industry |
| Kieli: | eng |
| Tiivistelmä: | The authors developed a theoretical framework around the simple proposition that infomercials are similar to ads in some respect and also reflect characteristics inherent in direct experiences (i.e. trial use of branded goods). Using a real infomercial of a rock music album, the authors conducted two experiments to investigate the relative effectiveness of three different communication formats of research interest: ad, infomercial and direct experience. |
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