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European Journal of Marketing, ISSN 0309-0566, 08/2014, Volume 48, Issue 9/10, pp. 1731 - 1756
Purpose The study contributes to our understanding of search engine advertising in two main ways. Firstly, we analyze the comparative effectiveness of its... 
Print advertising | Search engine advertising | Advertising | Multichannel advertising | Advertising effectiveness | INTERNET | INFORMATION | BEHAVIOR | PATTERNS | BUSINESS | SPONSORED SEARCH | WEB SITE | ONLINE | ADVERTISEMENTS | STRATEGIES | MEDIA | Technology application | Evaluation | Usage | Analysis | Internet/Web search services | Methods | Studies | Search engines | Online advertising | Purchasing | Budgets
Journal Article
Journal of Business Research, ISSN 0148-2963, 06/2012, Volume 65, Issue 6, pp. 874 - 879
This study validates Rossiter and Percy's (1987) hook theory of presenter characteristics, for celebrity presenters. Firstly, by employing a product-alone... 
Celebrity presenter characteristics | Persuasion and dissuasion | Hook versus linear conceptualization of characteristics | BUSINESS | PERSUASION | Print advertising | Celebrities
Journal Article
Drug and Alcohol Review, ISSN 0959-5236, 09/2015, Volume 34, Issue 5, pp. 521 - 530
Introduction and Aims The aim of this study was to determine changes in advertising expenditures across eight media channels for the four main alcohol beverage... 
alcohol | traditional media | print | trend | advertising expenditure | television | online | Australia | Advertising expenditure | Print | Television | Traditional media | Trend | Alcohol | Online | MAGAZINES | SUBSTANCE ABUSE | YOUTH EXPOSURE | CHILDREN | TOBACCO | ADOLESCENT EXPOSURE | FREQUENCY | TELEVISED SPORTS | Alcoholic beverages | Retail industry | Advertising expenditures
Journal Article
International Journal of Bank Marketing, ISSN 0265-2323, 2019, Volume 37, Issue 7, pp. 1547 - 1565
Purpose - The purpose of this paper is to create a managerial framework for selecting the most effective bank advertisement appeal for different financial... 
Pollay’s appeal | Bank | Informational and emotional appeal | Advertising | FCB grid | Financial services | BUSINESS-TO-BUSINESS | APPEALS | SERVICES | RELIABILITY | BUSINESS | CULTURE | SOCIAL-RESPONSIBILITY | Pollay's appeal
Journal Article
Journal of Business Research, ISSN 0148-2963, 06/2012, Volume 65, Issue 6, pp. 861 - 864
The present research examines the effects of vivid ad content in two types of appeal in print ads as a function of individual differences in chronically... 
Vivid vs. pallid ad executions | Brand attitude | Individual differences in imagery vividness | BUSINESS | VISUAL-IMAGERY | Print advertising
Journal Article
Quantitative Marketing and Economics, ISSN 1570-7156, 12/2015, Volume 13, Issue 4, pp. 283 - 318
Journal Article
International Journal of Bank Marketing, ISSN 0265-2323, 02/2019, Volume 37, Issue 1, pp. 171 - 191
Purpose - The purpose of this paper is to investigate the impact of five dimensions of experiential advertising (cognitive, emotional, sensory, relational and... 
Gender | Credibility | Advertising | Experiential marketing | GENDER STEREOTYPES | BUSINESS | CUSTOMER EXPERIENCE | PRINT ADS | ADVERTISEMENTS | ATTITUDE | RESPONSES | ROLE PORTRAYALS | ANTECEDENTS | FINANCIAL SERVICES | MODERATING ROLE
Journal Article
International Marketing Review, ISSN 0265-1335, 2007, Volume 24, Issue 1, pp. 64 - 86
Purpose - This research examines global advertising strategies and tactics in a global media brand for a shared audience across seven countries (Brazil, China,... 
Advertising | Globalization | Information media | REACH | WOMENS MAGAZINE | globalization | information media | CHINESE | RELIABILITY | BUSINESS | advertising | CULTURAL-VALUES | TELEVISION COMMERCIALS | PRINT ADVERTISEMENTS | CONSUMPTION | Studies | Statistical analysis | Manycountries | Standardization | Magazines | Market research | Content analysis
Journal Article
Tourism Management, ISSN 0261-5177, 12/2017, Volume 63, pp. 77 - 86
In a tourism context, visual copy is an important element of print advertisements. More specifically, pictures have a significant influence on the destination... 
Tourism | Evaluation | Destination | Attitude | Advertising | Typography | DESIGN | ASSOCIATIONS | MANAGEMENT | LEGIBILITY | PHOTOGRAPHY | PRINT ADVERTISEMENTS | BRAND | IMAGE | FRAMEWORK | HOSPITALITY, LEISURE, SPORT & TOURISM | ENVIRONMENTAL STUDIES | Print advertising | Travel industry | Business schools | Business administration | Humanities and Social Sciences
Journal Article
Journal of Marketing, ISSN 0022-2429, 4/2004, Volume 68, Issue 2, pp. 36 - 50
The three key ad elements (brand, pictorial, and text) each have unique superiority effects on attention to advertisements, which are on par with many commonly... 
Eye tracking data | Visual fixation | Attention | Consumer advertising | Brands | Magazines | Advertising campaigns | Advertising research | Advertising | Marketing | WARNINGS | VISUAL-ATTENTION | MEMORY | SEARCH | INFORMATION | BUSINESS | MODEL | SELECTION | PRINT ADVERTISEMENTS | EYE-MOVEMENTS
Journal Article
Psychology & Marketing, ISSN 0742-6046, 04/2017, Volume 34, Issue 4, pp. 463 - 480
ABSTRACT This research shows that online display advertising is more effective in terms of attitudes toward the ad and brand when it appears on commercial Web... 
ATTENTION | ACTIVATION | PERSUASION | BEHAVIOR | INVOLVEMENT | PSYCHOLOGY, APPLIED | BUSINESS | COGNITION | HAPPINESS | ATTITUDES | BRAND | STRATEGIES | Evaluation | Electronic discussion groups | Web sites | Advertising
Journal Article
Journal of Business Research, ISSN 0148-2963, 06/2012, Volume 65, Issue 6, pp. 855 - 860
A survey of North American ad agency creative directors (n = 31) reveals that they use the “white space” executional format in print ads mainly to advertise... 
White space in print ads | Visual rhetoric | Creative directors | Advertising execution | PRODUCT EVALUATIONS | INFORMATION | READERSHIP | BUSINESS | MAGAZINE AD | ADVERTISEMENTS | IMPACT | PICTURES | MEMORY | COLOR | PERCEPTIONS | Brand name products | Print advertising
Journal Article
Australasian Marketing Journal (AMJ), ISSN 1441-3582, 11/2018, Volume 26, Issue 4, pp. 338 - 349
This paper examines the effects of the textual (headline, body copy and typography) and visual (image) elements of print advertising on the emotional responses... 
Body copy | Print advertising | Image | Emotional response | Typography | Colour | Evaluation | Emotional conditioning | Advertising | Analysis
Journal Article
European Journal of Marketing, ISSN 0309-0566, 02/2016, Volume 50, Issue 1/2, pp. 301 - 305
Purpose – This paper aims to reflect on the generalisability of the predictive validity test of the Persuasion Principles Index (PPI) conducted by Armstrong et... 
Marketing strategy/methods | Marketing | Pre-test | Effectiveness | Advertising | Content | BUSINESS | Validity | Persuasion (Psychology) | Print advertising | Usage | Examinations | Analysis
Journal Article
Journal of Business Research, ISSN 0148-2963, 06/2012, Volume 65, Issue 6, p. 874
This study validates Rossiter and Percy's (1987) hook theory of presenter characteristics, for celebrity presenters. Firstly, by employing a product-alone... 
Studies | Celebrities | Consumer behavior | Print advertising | Endorsements
Journal Article
Journal of Business Research, ISSN 0148-2963, 06/2012, Volume 65, Issue 6, p. 861
The present research examines the effects of vivid ad content in two types of appeal in print ads as a function of individual differences in chronically... 
Studies | Consumer behavior | Print advertising | Brand equity
Journal Article
Journal of Business Research, ISSN 0148-2963, 06/2012, Volume 65, Issue 6, p. 855
A survey of North American ad agency creative directors (n = 31) reveals that they use the "white space" executional format in print ads mainly to advertise... 
Studies | Print advertising | Brand equity | Advertising agencies | Creativity
Journal Article