The Effects of Mode Vividness in Mobile Advertising when Presented in the Context of Consumer Goals and Product Involvement.
The two primary objectives for this thesis are (1) to understand the effectiveness of different types of mobile phone based advertisements and (2) to identify if the amount of time users spent viewing an advertisement can be used as a measure of advertising effectiveness. To achieve these objectives...
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| Language: | en |
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University of Canterbury. Management
2012
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| Online Access: | http://hdl.handle.net/10092/7169 |