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Verbal Strategies for Indirect Comparative Advertising · Study

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ArticleVerbal Strategies for Indirect Comparative Advertising

William T. Neese1994

Article1994

Verbal Strategies for Indirect Comparative Advertising

William T. Neese

48 citations·0/0 files stored·Journal of Advertising Research

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Marketing and Advertising Strategies Linguistics and Discourse Analysis Advertising and Communication Studies

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References

1985Measuring the Involvement Construct 1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement 1988The Role of Involvement in Attention and Comprehension Processes 1986Conceptualizing Involvement 1982How Advertising Works: A Planning Model 1973The Cognitive Processes Mediating Acceptance of Advertising 1984Detecting and Explaining Vividness Effects in Attitudinal Judgments 1987Product Categorization and Inference Making: Some Implications for Comparative Advertising

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Year1994

Typearticle

Published1994-03-01

VenueJournal of Advertising Research

ISSN-L0021-8499

Languageen

Citations48

Files0 public / 0

ShelfMarketing and Advertising Strategies

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doi10.1080/00218499.1994.12466941

openalex_workW971007158

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