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

49 Citations (Scopus)

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Social Sciences

Psychology

Economics, Econometrics and Finance