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dc.contributor.authorTeichert, T.
dc.contributor.authorHardeck, D.
dc.contributor.authorLiu, Y.
dc.contributor.authorTrivedi, Rohitkumar
dc.date.accessioned2018-04-26T09:17:41Z
dc.date.available2018-04-26T09:17:41Z
dc.date.issued2018-09-01
dc.identifier.citationTeichert T, Hardeck D, Liu Y and Trivedi R (2017) How to Implement Informational and Emotional Appeals in Print Advertisements: A Framework for Choosing Ad Appeals Based on Advertisers' Objectives and Targeted Demographics. Journal of Advertising Research. 58(3): 363-379.en_US
dc.identifier.urihttp://hdl.handle.net/10454/15643
dc.descriptionYesen_US
dc.description.abstractAdvertising nudges consumers along several steps to purchase, and each step necessitates that advertisers set different objectives and message strategy. This study offers a framework for the appropriate choice of advertising appeals based on advertisers’ objectives and target group demographics. The study differentiates magazine advertisements’ effects for five marketing objectives along the hierarchy-of-effect model, while accounting for moderating effects of age and gender. Results show that emotional appeals are superior to informational appeals for most marketing objectives, but not for achieving integration into the evoked set. Consumers’ age and gender significantly influence the effects of advertising appeals and reveal interaction effects.en_US
dc.language.isoenen_US
dc.relation.isreferencedbyhttps://doi.org/10.2501/JAR-2017-054en_US
dc.rights© 2018 ARF. Full-text reproduced in accordance with the publisher’s self-archiving policy.en_US
dc.subjectAdvertising effects; Informational appeal; Emotional appeal; Age; Genderen_US
dc.titleHow to Implement Informational and Emotional Appeals in Print Advertisements: A Framework for Choosing Ad Appeals Based on Advertisers' Objectives and Targeted Demographicsen_US
dc.status.refereedYesen_US
dc.date.Accepted2017-09-07
dc.date.application2017-11-30
dc.typeArticleen_US
dc.date.EndofEmbargo2019-05-31
dc.type.versionAccepted Manuscripten_US
dc.description.publicnotesThe full-text of this article will be released for public view at the end of the publisher embargo on 31 May 2019.en_US
refterms.dateFOA2018-07-25T15:02:27Z


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