How to Implement Informational and Emotional Appeals in Print Advertisements: A Framework for Choosing Ad Appeals Based on Advertisers' Objectives and Targeted Demographics

  • Thorsten Teichert
  • , Dirk Hardeck
  • , Yong Liu
  • , Rohit Trivedi

Research output: Contribution to journal › Article › Scientific › peer-review

57 Citations (Scopus)

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Economics, Econometrics and Finance