Original paper
Measuring Soft-Sell Versus Hard-Sell Advertising Appeals
Abstract
The terms "soft sell" and "hard sell" are well known to advertising scholars and practitioners. Despite wide-spread use of these terms, generally accepted definitions do not exist. Attempts to measure soft-sell and hard-sell appeals have typically been unsophisticated, relying on a single item that classifies an ad into one category or the other. This study is designed to provide a deeper understanding of the concepts "soft sell" and "hard...
Paper Details
Title
Measuring Soft-Sell Versus Hard-Sell Advertising Appeals
Published Date
Jul 1, 2010
Journal
Volume
39
Issue
2
Pages
5 - 20
Citation AnalysisPro
You’ll need to upgrade your plan to Pro
Looking to understand the true influence of a researcher’s work across journals & affiliations?
- Scinapse’s Top 10 Citation Journals & Affiliations graph reveals the quality and authenticity of citations received by a paper.
- Discover whether citations have been inflated due to self-citations, or if citations include institutional bias.
Notes
History