The quest for persuasive advertising

被引：2
|
作者：
Cramphorn, Spike [1 ]
机构：
[1] Swinburne Univ, Melbourne, Vic, Australia
来源：
INTERNATIONAL JOURNAL OF MARKET RESEARCH | 2014年 / 56卷 / 05期
关键词：
WORK;
D O I：
10.2501/IJMR-2014-040
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Much of what is described as advertising pretesting is better viewed as an incomplete and imaginative attempt to measure steps along a surmised hierarchical process that is only indirectly related to the purposes for which the advertising is created. This paper reviews design weaknesses in current advertising pretesting and highlights prevalent misconceptions. Elements that, when present, contribute to enhanced brand feelings are identified.
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页码：571 / 590
页数：20
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