Effects of Advertising Appeals, Media Types, and Product Involvement on Male and Female’s Web Advertising Attitude
博士 === 雲林科技大學 === 企業管理博士班 === 96 === While a lot of resources are being spent on Web advertising, there has been little formal empirical research that provides guidelines for effective Web ads for genders. This paper reviews the application of 「Interactive Advertising Model」（IAM）and theories such as...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | en_US |
| Published: |
2008
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| Online Access: | http://ndltd.ncl.edu.tw/handle/20860400260870585090 |