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- W2387254927 abstract "Advertorial has received considerable interest over the last few years.However,what is often neglected is the interactions between advertorial and print ad in the same print media.The present study was designed to fill this gap by using two controlled experimental designs to assess and compare the joint effect of advertorial + complementary versus advertorial + competitive ads.The results indicated that the joint effect of advertorial and complementary ads is not always better than that of advertorial and competitive an unfamiliar brand,the joint effect of advertorial + complementary is significantly better than advertorial + competitive ads.For a familiar brand,the difference is not significant and even the advertorial + competitive tends to be better." @default.
- W2387254927 created "2016-06-24" @default.
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- W2387254927 date "2013-01-01" @default.
- W2387254927 modified "2023-09-24" @default.
- W2387254927 title "The Joint Effect of Advertorial and Print Ad" @default.
- W2387254927 hasPublicationYear "2013" @default.
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