Zobrazeno 1 - 10 of 22 pro vyhledávání: '"V. Parker Lessig"'
1
Does Your Ad Have Too Many Pictures?
Autor: Surendra N. Singh, Dongwook Kim, Mary Ann Hocutt, V. Parker Lessig, Reetika Gupta
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
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2
The Level and Nature of Product Knowledge and Ad Format Strategies
Autor: V. Parker Lessig, C. Whan Park, D. H. Lee
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
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3
Promotional Perspectives of Reference Group Influence: Advertising Implications
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
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6
The Complementary use of Multivariate Procedures to Investigate Nonlinear and Interactive Relationships between Personality and Product Usage
Autor: V. Parker Lessig, Charles M. Schaninger, Don B. Panton
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
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7
Judgmental Rules and Stages of the Familiarity Curve: Promotional Implications
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
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9
A NOTE ON A MULTIVARIATE GENERALIZATION OF THE KRUSKAL-WALLIS TEST
Autor: V. Parker Lessig, James F. Horrell
Publikováno v: Decision Sciences. 6:135-141
Marketers are often interested in testing whether the mean vectors of multivariate distributions are equal. The test usually applied, one-way MANOVA, assumes the distributions are multinormal. Unfortunately, this assumption is not supported in many s
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::8b913cd397bc9c7c3c14a220e2d356f2
https://doi.org/10.1111/j.1540-5915.1975.tb01003.x
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10
Aggregation Criteria in Normative Market Segmentation Theory
Autor: V. Parker Lessig, John O. Tollefson
Publikováno v: Journal of Marketing Research. 15:346-355
The aggregation of consumers into market segments on the basis of similarity of elasticities, marginal responses, or response function coefficients has been presented in the marketing literature as the normative ideal. Explicit theoretical analyses w
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::d3fdc98f197a4f5e231ed3171bcd5913
https://doi.org/10.1177/002224377801500304
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