Zobrazeno 1 - 5
of 5
pro vyhledávání: '"Scott C. Purvis"'
Autor:
Jean M. Brechman, Scott C. Purvis
Publikováno v:
International Journal of Advertising. 34:366-381
An increasing body of research demonstrates that narrative-based communication can be effective in eliciting attitude change, especially when recipients become transported into the narrative. Using data from a national sample of viewers of Super Bowl
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::8af4684ae8b9b96d79562320c7176b54
https://doi.org/10.1080/02650487.2014.994803
https://doi.org/10.1080/02650487.2014.994803
Publikováno v:
Journal of Advertising Research. 54:454-468
The current study investigated the interactive relationship of social-media conversation and brand television advertising during the 2011 and 2012 U.S. National Football League Super Bowl championship games. The Super Bowl often is the most-watched y
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::293b50a1640a57f926980dfe76819d8d
https://doi.org/10.2501/jar-54-4-454-468
https://doi.org/10.2501/jar-54-4-454-468
Publikováno v:
Journal of Advertising Research. 51:578-585
This study compared the ability of radio and television advertisements to generate emotional responses and engage consumers. It did so using advanced physiological methods that measure emotional activation in ways that do not require verbal responses
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::c1d3b570644ceb44b870b080bffb6198
https://doi.org/10.2501/jar-51-4-578-585
https://doi.org/10.2501/jar-51-4-578-585
Autor:
Abhilasha Mehta, Scott C. Purvis
Publikováno v:
Journal of Advertising Research. 46:49-56
Recall, one of the key metrics in advertising testing, has been criticized over the years as favoring rational advertising over emotional advertising. An analysis and reconsideration of the available evidence show that emotional advertising is not pe
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::ed789d87d7e2291a25c8bba08b2839b0
https://doi.org/10.2501/s0021849906060065
https://doi.org/10.2501/s0021849906060065
Autor:
Abhilasha Mehta, Scott C. Purvis
Publikováno v:
Journal of Advertising Research. 43:194-206
Direct-to-consumer (DTC) prescription drug advertising has grown significantly over the last few years and extended into a variety of health conditions, even as the controversy around it continues. How do consumers feel about this advertising, who re
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::7f77e7c1131a9021cf3b69cc711322f4
https://doi.org/10.2501/jar-43-2-194-206
https://doi.org/10.2501/jar-43-2-194-206