Increasing the effectiveness of advertisements targeting social issues in least developed countries
Abstract
Purpose The purpose of this paper is to explore the application of advertising variation and repetition strategies in the context of communicating about social issues in least developed countries (LDCs). Design/methodology/approach Study 1 used a between-subjects experimental study using 106 students which were exposed to either the varied advertising condition (a negative appeal followed by a positive appeal or vice versa) or repetition...
Paper Details
Title
Increasing the effectiveness of advertisements targeting social issues in least developed countries
Published Date
Apr 8, 2019
Journal
Volume
9
Issue
2
Pages
225 - 251
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