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Keywords: Print advertising
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Journal Articles
When face engulfs the field: differential effects of visual quality levels in print ads
Available to Purchase
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2015) 32 (4): 225–233.
Published: 08 June 2015
...Marine Kergoat; Thierry Meyer Purpose – This study aims to examine the influence of a visual alteration in print advertising on viewers’ responses according to the different textual and pictorial information contained in the ad. Design/methodology/approach – Through an experimental design...
