The Impact of Humorous and Comparative Advertising on the Advertising Effectiveness – The Moderating Effects of Advertising Appeals
碩士 === 輔仁大學 === 管理學院經營管理碩士學程 === 98 === This study attempts to assess the impact of three humorous advertising categories (cognitive humor, affective humor, and social humor) and comparative advertising (parity, superiority, and non-comparative advertising) on advertising effectiveness. Advertising...
| Main Authors: | , |
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2010
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| Online Access: | http://ndltd.ncl.edu.tw/handle/64921480146838883943 |