Ebook Advances in advertising research (Vol. V: Extending the boundaries of advertising): Part 1

Part 1 of ebook "Advances in advertising research (Vol. V: Extending the boundaries of advertising)" provides readers with contents including: advertising appeals and processing; metaphor-ad layout consistency effects; a model to classify television social advertisements according to the use of positive or negative appeals; color in print advertising; online and mobile advertising; the good and the bad of negative word-of-mouth;...
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Ebook Advances in advertising research (Vol. V: Extending the boundaries of advertising): Part 1