Model-based development and testing of advertising messages: a comparative study of two campaign proposals based on the MECCAS model and a conventional approach-Reference-Cited by-同舟云学术

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Model-based development and testing of advertising messages: a comparative study of two campaign proposals based on the MECCAS model and a conventional approach

Published:2001-01 Issue:4 Volume:20 Page:499-519
ISSN:0265-0487
Container-title:International Journal of Advertising
language:en
Short-container-title:International Journal of Advertising

Author:

Bech-Larsen Tino

Publisher

Informa UK Limited

Subject

Marketing,Communication

Link

https://www.tandfonline.com/doi/pdf/10.1080/02650487.2001.11104908

Reference21 articles.

1. Batra, R., Myers, J.G. & Aaker, D.A. (1996)Advertising Management. Upper Saddle River, NJ: Prentice Hall.

2. Burnett, J. & Moriarty, S. (1997)Marketing Communications—An Integrated Approach. Upper Saddle River, NJ: Prentice Hall.

3. The influence of advertising on the pattern of food consumption in the UK

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