Creative vs. traditional media choice: effects on word-of-mouth and purchase intention
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| Publication date | 2016 |
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| Book title | Advances in Advertising Research (Vol. VI) |
| Book subtitle | The Digital, the Classic, the Subtle, and the Alternative |
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| ISBN (electronic) |
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| Series | European Advertising Academy |
| Event | ICORIA 2014: EAA's 13th International Conference on Research in Advertising: Amsterdam, the Netherlands: June 26 - 28, 2014 |
| Pages (from-to) | 325-335 |
| Publisher | Wiesbaden: Springer Gabler |
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| Abstract | Nowadays, consumers are daily confronted with dozens of advertising messages due to an explosive media and advertising growth during the past decades. Compared to the 1970’s, where consumers where daily exposed to about 500 ads, today they are faced with approximately 5,000 ads a day (Johnson, 2006). Taking into account this enormous mass of advertising messages, which is also known as advertising clutter, it is only logical that consumers protect themselves by selectively paying attention to the advertising jungle they are living in. |
| Document type | Conference contribution |
| Language | English |
| Published at | https://doi.org/10.1007/978-3-658-10558-7_25 |
| Downloads |
Creative vs. Traditional Media Choice
(Final published version)
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