No slogan versus with slogan : the different message strategies for new product digital video ads
Year of publication: |
2023
|
---|---|
Authors: | Niu, Yongge ; Wei, Zhangdi ; Hao, Andy W. ; Wu, Banggang |
Published in: |
Journal of business-to-business marketing. - London [u.a.] : Routledge, Taylor and Francis Group, ISSN 1547-0628, ZDB-ID 2069757-0. - Vol. 30.2023, 2, p. 215-236
|
Subject: | Advertising slogan | content analysis | message strategy | new product video advertisement | product innovation newness | Werbung | Advertising | Innovation | Produktentwicklung | New product development | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Marketingmanagement | Marketing management |
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