A Study of FCB Model to Advertising Effectiveness
碩士 === 淡江大學 === 國際貿易學系 === 91 === At many marketing activities, advertising is the widely used and an important tool. Therefore, this study is focused to investigate the influence of advertising involvement (high- involvement/low- involvement) and advertising appeals (rational appeal/feeling appeal)...
| Main Authors: | , |
|---|---|
| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2003
|
| Online Access: | http://ndltd.ncl.edu.tw/handle/17982321239189470752 |