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Keywords: Sales effectiveness
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2020) 54 (9): 2245–2255.
Published: 07 July 2020
...Nicole Hartnett; Luke Greenacre; Rachel Kennedy; Byron Sharp Purpose This study aims to independently test the predictive validity of the Persuasion Principles Index (PPI) for video advertisements for low-involvement products with a measure of in-market sales effectiveness. This study follows...
