A Reinterpretation of the Meaning of Involvement in Krugman's Models of Advertising Communication
Journalism QuarterlyPublished 1 June 1970
Ivan L. Preston
Citations26
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Abstract
The finding that brands advertised on TV are relatively more difficult to differentiate than those in magazines provides an alternate explanation of why the degree of consumer involvement with advertising is less for TV than for magazines.
Keywords
Social SciencesBusiness, Management and Accounting