Yazar "Griffin, Robert" için Tez Koleksiyonu listeleme
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A field study of the effect of humor in print advertising on diffusion of the advertising message
Bir, Ali Atıf (Marquette University, 1990)A field experiment was used to measure the effect of humor in print advertising on diffusion of the ad message. Three versions of the same advertising message were created. Two of the advertisements differed in terms of ...