Why Narrative Ads Work: An Integrated Process Explanation
Author:
Affiliation:
1. Southern Methodist University, Dallas, Texas, USA
2. University of Missouri, Columbia, Missouri, USA
3. Michigan State University, Lansing, Michigan, USA
Publisher
Informa UK Limited
Subject
Marketing,Communication,Business and International Management
Link
https://www.tandfonline.com/doi/pdf/10.1080/00913367.2016.1268984
Reference65 articles.
1. Warmth in Advertising: Measurement, Impact, and Sequence Effects
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4. Context is Key: The Effect of Program-Induced Mood on Thoughts about the Ad
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