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Articles (77)

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1-10 of 77 results for rational advertising

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Select article: Exploring the Relative Effectiveness of Emotional,Rational,and Combination Advertising Appeals on Sport Consumer Behavior

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Research article

First published 2018-6

Exploring the Relative Effectiveness of Emotional,Rational,and Combination Advertising Appeals on Sport Consumer Behavior

Seunghwan Lee, Bob Heere

Sport Marketing Quarterly

Select article: Different Impacts of Advertising Appeals on Advertising Attitude for High and Low Involvement Products

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Research article

First published 2015-6

Different Impacts of Advertising Appeals on Advertising Attitude for High and Low Involvement Products

Mahsa Akbari

Global Business Review

Select article: Emotional and rational product appeals in televised food advertisements for children: analysis of commercials shown on US broadcast networks

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Other

First published 2007-12

Emotional and rational product appeals in televised food advertisements for children: analysis of commercials shown on US broadcast networks

Randy M. Page, Aaron Brewster

Journal of Child Health Care

Select article: Examining the moderating role of rational-versus emotional-focused websites

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Research article

First published 2014-4

Examining the moderating role of rational-versus emotional-focused websites

Michael Lwin, Ian Phau, Yu-An Huang [...]

Journal of Vacation Marketing

Select article: Advertising Ratios Planned by Large-Scale Advertisers

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Research article

First published 1949-7

Advertising Ratios Planned by Large-Scale Advertisers

Roy W. Jastram

Journal of Marketing

Select article: Perceiving Advertisements as Emotional,Rational and Irrational

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Review article

First published 1971-3

Perceiving Advertisements as Emotional,Rational and Irrational

Ivan L. Preston, Lawrence Bowen

Journalism & Mass Communication Quarterly

Select article: The Anatomy of the Advertising Budget Decision: How Analytics and Heuristics Drive Sales Performance

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Research article

First published 2020-6

The Anatomy of the Advertising Budget Decision: How Analytics and Heuristics Drive Sales Performance

Ceren Kolsarici, Demetrios Vakratsas, Prasad A. Naik

Journal of Marketing Research

Select article: Explaining Variations in the Advertising & Promotional Costs/Sales Ratio: A Rejoinder

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Research article

First published 1997-1

Explaining Variations in the Advertising & Promotional Costs/Sales Ratio: A Rejoinder

Kusum Ailawadi, Paul Farris, Mark Parry

Journal of Marketing

Select article: Share and Growth Are Not Good Predictors of the Advertising and Promotion/Sales Ratio

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Research article

First published 1994-1

Share and Growth Are Not Good Predictors of the Advertising and Promotion/Sales Ratio

Kusum L. Ailawadi, Paul W. Farris, Mark E. Parry

Journal of Marketing

Select article: Explaining Variations in the Advertising & Promotional Costs/Sales Ratio: A Reanalysis

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Research article

First published 1997-1

Explaining Variations in the Advertising & Promotional Costs/Sales Ratio: A Reanalysis

Siva K. Balasubramanian, V. Kumar

Journal of Marketing

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