Metaphors and body copy in online advertising effectiveness
Year of publication: |
2021
|
---|---|
Authors: | Hatzithomas, Leonidas ; Manolopoulou, Aikaterini ; Margariti, Kostoula ; Boutsouki, Christina ; Koumpis, Dimitrios |
Published in: |
Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 27.2021, 5, p. 642-672
|
Subject: | Google Ads | hard-/soft-sell copy | Visual/verbal metaphors | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Suchmaschine | Search engine |
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