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重复广告效果的分析 被引量:9

An Analysis of Advertisement's Repetition Effect
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摘要  广告能否通过重复增强其传播效果?造成这种效果的心理机制是什么?是哪些因素在影响重复效果?通过对实证研究结果的梳理,本文说明了真实效应,熟悉效应,信源记忆错误效应在造成广告重复效果中的作用,分析了在不同传播情境中影响重复效果的多种要素及其相互关系。
作者 葛岩
机构地区 深圳大学传播系
出处 《现代传播(中国传媒大学学报)》 CSSCI 北大核心 2005年第2期80-84,共5页 Modern Communication(Journal of Communication University of China)
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参考文献13

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