期刊文献+

重复性广告的传播效果 被引量:4

下载PDF
导出
摘要 重复性广告,是指一则广告作品通.过某特定载体每轮重复多次、连续推出的一种广告形式。按照媒体的不同,又分为电视重复性广告、广播重复性广告、网络重复性广告等多种类型。而电视是最佳广告媒体,这就使得电视重复性广告成为广告商青睐的一种广告形式。电视重复性广告具有两种不同的表现形态,一种是广告语的重复,
作者 李艳
出处 《青年记者》 2011年第6期71-72,共2页 Youth Journalist
  • 相关文献

参考文献4

二级参考文献13

  • 1H.E.Krugman (1972), "Why Three Exposures May Be Enough?", Journal of Advertising Research (12) : 11 - 14.
  • 2J. Simon, J. Arndt (1980), "The Shape of the Advertising Response Function", Journal of Marketing Research (19): 20- 28.
  • 3P.Vuokko (1997), "The Determinants of Advertising Repetition Effects", Measuring Advertising Effectiveness, edited by William D.Wels, Lawrence Erlbaum, Associates, Inc. 1997, pp. 239-260.
  • 4" Comments on Chapter 14", Measuring Advertising Effectiveness, edited by William D. Wells, Lawrence Erlbaum, Associates, Inc. 1997, pp. 261- 262.
  • 5B.J.Cadel, B.Stemthal (1980), "Television Commercial Wearout: An Information Processing View", Journal of Marketing Research,(17) : 173 - 186.
  • 6C. Pechamann, D. Stewart (1989), "Advertising Repetition: A Critical Review of Waerin and Wearout", Currant Issues and Research in Advertising (11:1-2): 285-330.
  • 7L. Hasher, D. Goldstein, T. Toppino (1977), "Frequency and the Conference of Referential Validity", Journal of Verbal Learning and Verbal Behavior, (16-1): 107-112.
  • 8S.A.Flawkins, S.J.Hoch (1992), "Low Involvement Learning: Memory without Evaluation", Journal of Consumer Resmrch, (19): 212-225.
  • 9H. R. Arkes, C. Hackett, L. Boehm (1989), "The Generality of the Relation between Repetition and Judged Validity", Jourrud of Behavioral Decision Making, (2) : 81 - 94.
  • 10S. Law (1997), "Advertising Repetition and Consumer Beliefs: The Role of Source Memory", Measuring Advertising Effectiveness, edited by William D.Wells, Lawrence Erlbaum, Associates, Inc. 1997, PP. 67- 75.

共引文献8

同被引文献25

引证文献4

二级引证文献4

相关作者

内容加载中请稍等...

相关机构

内容加载中请稍等...

相关主题

内容加载中请稍等...

浏览历史

内容加载中请稍等...
;
使用帮助 返回顶部