Zobrazeno 1 - 10
of 344
pro vyhledávání: '"V. Parker Lessig"'
Publikováno v:
Journal of Marketing Research (JMR). Aug1974, Vol. 11 Issue 3, p312-313. 2p.
Autor:
Benson, Purnell H.
Publikováno v:
Journal of Marketing Research (JMR). Aug1976, Vol. 13 Issue 3, p270-275. 6p.
Publikováno v:
Journal of Advertising Research. 40:11-27
Are advertisements with more peripheral pictures more memorable than those with fewer pictures? If advertisers9 objectives could be accomplished with advertisements containing fewer pictures, significant reductions in advertising-creation and media c
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::9f07ac554e357b867225a1833fcd1938
https://doi.org/10.2501/jar-40-1-2-11-27
https://doi.org/10.2501/jar-40-1-2-11-27
Publikováno v:
Current Issues and Research in Advertising. 13:125-154
This study examines the effectiveness of three alternative advertising strategies under the two different levels of consumer familiarity with a product class: a product-referencing ad, a brand-referencing ad, and a non-referencing ad. The study uses
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::4945d25abea70aa07827237a57ee6a79
https://doi.org/10.1080/01633392.1991.10504962
https://doi.org/10.1080/01633392.1991.10504962
Autor:
C. Whan Park, V. Parker Lessig
Publikováno v:
Journal of Advertising. 7:41-47
This study suggests various theoretical and practical promotional implications based upon empirical tests of reference group influence. The authors examine the role of reference groups and promotional appeals in satisfying consumer motivations. Three
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::5e17953f0216c653958ec94ef8b17ffb
https://doi.org/10.1080/00913367.1978.10673220
https://doi.org/10.1080/00913367.1978.10673220
Autor:
Beverlee B. Anderson, V. Parker Lessig
Publikováno v:
Journal of the Academy of Marketing Science. 4:429-439
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::a4dadde5cde5babc151482ffc2a7b042
https://doi.org/10.1007/bf02722048
https://doi.org/10.1007/bf02722048
Autor:
Thomas P. Copley, V. Parker Lessig
Publikováno v:
Journal of the Academy of Marketing Science. 2:357-366
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::aa31459936d3071616092d515afc49b6
https://doi.org/10.1007/bf02722339
https://doi.org/10.1007/bf02722339
Publikováno v:
Journal of Marketing Research. 17:119-124
Several multivariate procedural approaches—canonical analysis, cluster analysis paired with multiple discriminant analysis, and Taylor expansion regressions with trend surface mapping—are used in a complementary fashion to examine and cross-valid
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::d4a091e46473bbe8bd6908e686465e8a
https://doi.org/10.1177/002224378001700117
https://doi.org/10.1177/002224378001700117
Autor:
V. Parker Lessig, C. Whan Park
Publikováno v:
Journal of Advertising. 6:10-16
This paper suggests how the consumer's usage of various composition rules is likely to vary as his product and brand familiarity increase over time. The relationships suggested are based upon empirical findings and theories of information processing.
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::d84cb3d2abdd9166e396381eda9609ff
https://doi.org/10.1080/00913367.1977.10672673
https://doi.org/10.1080/00913367.1977.10672673
Autor:
Roberto Friedmann, V. Parker Lessig
Publikováno v:
Journal of Product Innovation Management. 4:265-273
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::604ab0647e787c3892f7013e747f5e89
https://doi.org/10.1111/1540-5885.440265
https://doi.org/10.1111/1540-5885.440265