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Record identifier : 568092
Personal Name - Primary Intelectual Responsibility : Hong, Ji-Young
Title and statement of responsibility : Matching the advertising creative strategy to the thinking mode: The moderating effect of product type on the effectiveness of imagery-evoking advertising tactics [Thesis]
Publication, Distribution,Etc. : The University of Texas at Austin, 2006
Language of the Item : eng
Dissertation of thesis details and type of degree : Ph.D.
Body granting the degree : , The University of Texas at Austin
Summary or Abstract : Many researchers have emphasized the importance and promise of imagery evoking in enhancing advertising effectiveness. They also provided practical guidelines about what kinds of message elements can be used to evoke imagery in the advertising context. These message elements can be called imagery-evoking advertising tactics and include concrete pictures, concrete verbal descriptions, and instructions to imagine. However, empirical findings about the effectiveness of these imagery-evoking tactics in enhancing consumers' favorable attitudes have been conflicting..
Topical Name Used as Subject : Marketing, Cognitive therapy, Mass media
Information of biblio record : TL
 
 
 
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