Advertising agency compensation: An agency theory explanation
Spake, Deborah F
Advertising agency compensation may change dramatical…
Category: Journal of Advertising
Banner advertisement pricing, measurement, and pretesting practices: Perspectives from interactive agencies
Shen, Fuyuan
This study …
Estimating differential lag effects for multiple media across multiple stores
Berkowitz, David
More than 30 years of study have prov…
SOCIOLINGUISTIC EFFECTS ON CODE-SWITCHED ADS TARGETING BILINGUAL CONSUMERS
Luna, David
ABSTRACT: One of the techniques advertisers u…
Textual analysis in advertising research: Construction and deconstruction of meanings
Stern, Barbara B
A postmodern literary method …
baby is sick/The baby is well: A test of environmental communication appeals, The
Obermiller, Carl
Introduction
In the months …
Response latency verificaiton of consumption constellations: Implications for advertising strategy
Lowrey, Tina M
Consumers are assu…
impact of information level on the effectiveness of U.S. and Korean television commercials, The
Charles R Taylor
The authors report …
SELF-CONSTRUAL AND NEED-FOR-COGNITION EFFECTS ON BRAND ATTITUDES AND PURCHASE INTENTIONS IN RESPONSE TO COMPARATIVE ADVERTISING IN THAILAND AND …
Television programming and its influence on viewers’ perceptions of commercials: The role of program arousal and pleasantness
Broach, V Ca…
