Fine print in television advertising: Views from the top
Darrel D. Muehling, Richard H. Kolbe
págs. 1-15
Assessing the use and impact of humor on advertising effectiveness: A contingency approach
Marc G. Weinberger, Harlan E. Spotts
págs. 17-32
Effects of print ad pictures and copy containing instructions to imagine on mental imagery that
Laurie A. Babin, Alvin C. Burns
págs. 33-44
There are threats and (maybe) fear-caused arousal: Theory and confusions of appeals to fear and
Herbert J. Rotfeld, Michael S. Latour
págs. 45-59
Predictors of advertising avoidance in print and broadcast media
Michael T. Elliott, Paul Surgi Speck
págs. 61-76
Amna Kirmani
págs. 77-86
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