Narrow search
Showing 1 - 10 of 18
Cover Image
Advertising agency operating efficiency
Cheong, Yunjae; Kim, Kihan; Combs, Justin - In: Journal of marketing communications 22 (2016) 1, pp. 83-99
Persistent link: https://www.econbiz.de/10011536091
Cover Image
Switching before the pitch : exploring television channel changing before the ads even start
Kent, Robert J. - In: Journal of marketing communications 19 (2013) 5, pp. 377-386
Persistent link: https://www.econbiz.de/10010227707
Cover Image
Bridging the gab between time and space : examining the impact of commercial length and frequency on advertising effectiveness
Jeong, Yongick; Sanders, Meghan; Zhao, Xinshu - In: Journal of marketing communications 17 (2011) 4, pp. 263-279
Persistent link: https://www.econbiz.de/10009373360
Cover Image
An examination of gender role portrayals in television commercials in Romania : a gender of nations approach
Stoica, Michael; Miller, Darryl W.; Ardelea, Dan - In: Journal of marketing communications 17 (2011) 4, pp. 245-261
Persistent link: https://www.econbiz.de/10009373363
Cover Image
"Thinking and feeling" products and "utilitarian and value-expressive" appeals in contemporary TV advertising : a content analytic test for functional matching and the FCB model
Choi, Hojoon; Yoon, Hye Jin; Paek, Hye-jin; Reid, Leonard N. - In: Journal of marketing communications 18 (2012) 2, pp. 91-111
Persistent link: https://www.econbiz.de/10009532020
Cover Image
The impact of emotional appeal and the media context on the effectiveness of commercials for not-for-profit and for-profit brands
Roozen, Irene - In: Journal of marketing communications 19 (2013) 3, pp. 198-214
Persistent link: https://www.econbiz.de/10009774222
Cover Image
Cultural differences affect interactive television advertising
Zorn, Steffen F.; Bellman, Steven; Robinson, Jennifer A.; … - In: Journal of marketing communications 22 (2016) 1, pp. 3-17
Persistent link: https://www.econbiz.de/10011536031
Cover Image
A content analysis of male roles in television advertising : do traditional roles still hold?
Fowler, Kendra; Thomas, Veronica - In: Journal of marketing communications 21 (2015) 5, pp. 356-371
Persistent link: https://www.econbiz.de/10011487798
Cover Image
A longitudinal content analysis of gender portrayal in Belgian television advertising
Verhellen, Yann; Dens, Nathalie; Pelsmacker, Patrick de - In: Journal of marketing communications 22 (2016) 2, pp. 170-188
Persistent link: https://www.econbiz.de/10011561348
Cover Image
How coviewing reduces the effectiveness of TV advertising
Bellman, Steven; Rossiter, John R.; Schweda, Anika; … - In: Journal of marketing communications 18 (2012) 5, pp. 363-378
Persistent link: https://www.econbiz.de/10009673789