Source characteristics and advertising effectiveness: the roles of message processing motivation and product category knowledge
Cengiz Yilmaz
Middle East Technical University
E. Eser Telci
Istanbul Kemerburgaz University
Muzaffer Bodur
Bogaziçi University
Tutku Eker Iscioglu
Istanbul Kemerburgaz University
Introduction
Identifying the processes through which advertising influences consumers has been a never-ending pursuit of marketing researchers and practitioners. In today's information-rich environment, the average consumer is exposed to an abundance of marketing communications every moment and, as a result, not much impact is generated by many (if not most) advertising messages. Marketers therefore focus more on the effectiveness of their communications to...