Creative approaches: Presenter

 

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Paper
1.
The Effectiveness of “Typical-User” Testimonial Advertisements on Black and White Browsers' Evaluations of Products on Commercial Websites: Do They Really Work?
Osei Appiah, Journal of Advertising Research, Vol. 47, No. 1, Mar 2007, pp.14-27
This study tests the effectiveness of testimonial advertisements on black and white browsers’ evaluations of a high-end product on a commercial website. The results demonstrate that, although white br ...

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2.
In-school marketing in France: the teacher's perspective
Angelique Rodhain, Young Consumers, Vol. 4, No. 1, 2002, pp.35-42
Corporate presence in schools - benevolent community spirit or sinister and cynical encroachment on the independence of learning? This, more than any other area of marketing, triggers an emotional and ...

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3.
OBSERVATIONS: Elves Make Good Cookies: Creating Likeable Spoke-Character Advertising
Barbara J. Phillips and Margaret F. Callcott, Journal of Advertising Research, Vol. 36, No. 5, September/October 1996
Investigates what factors make spokes-persons in advertisements likeable and effective. In-depth interviews were used in the study. Four primary dimensions of spokes-character likeability were uncover ...

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4.
Newspaper's Standards for Acceptable Advertising
Michael S. LaTour, Kathleen T. Lacher and Herbert J. Rotfeld, Journal of Advertising Research, Vol. 36, No. 5, September/October 1996
When asked why he liked a particular advertisement, a 63-year-old retired military man confidently replied, 'Elves make good cookies.' He had chosen an ad featuring the Keebler Elves as his favorite. ...

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