Promotional Competitions: A Taxonomy of Campaign Framing Choices Integrating Economic, Informational, and Affective Objectives
Abstract
Promotional competitions remain underresearched with only limited conceptualization of campaign design (framing) options evident. Our research addresses the following questions: What are the specific framing options available to campaign planners? What framing strategies should decision-makers apply to optimize campaign performance against promotional aims and objectives? We analyze a sample of promotional competition campaigns in the Australian...
Paper Details
Title
Promotional Competitions: A Taxonomy of Campaign Framing Choices Integrating Economic, Informational, and Affective Objectives
Published Date
Apr 3, 2017
Volume
23
Issue
4
Pages
449 - 480
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