Facing clutter : on message competition in marketing communications

Sara Rosengren

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Marketing and Advertising Strategies Digital Marketing and Social Media Consumer Market Behavior and Pricing

Abstract

Could you tell me how many marketing messages you've seen or heard since you woke up this morning? Probably the answer is no. Messages stemming from advertising, promotions, PR, direct marketing, a ...

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1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1993Market Orientation: Antecedents and Consequences 1994The Persuasion Knowledge Model: How People Cope with Persuasion Attempts 2004The Persuasiveness of Source Credibility: A Critical Review of Five Decades' Evidence 1988The Role of Involvement in Attention and Comprehension Processes 1999How Advertising Works: What Do We Really Know?1989Schema Congruity as a Basis for Product Evaluation 2000Consumers' Use of Persuasion Knowledge: The Effects of Accessibility and Cognitive Capacity on Perceptions of an Influence Agent

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