The role of alternative message strategies in advertising performance : challenges to the B2B marketing paradigm
Data(s) |
2007
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Resumo |
In this study the impact of message strategy on advertising performance will be in examined in a business-to-business (B2B) context. From a theoretical standpoint, the study will explore differences in message type between symbolic and literal approaches in B2B advertisements. While there has been much discussion on the effect of symbolism, (eg. metaphors, abstract images and figurative language), an empirically-tested scale that measures the degree of symbolism has not been developed. This research project focuses on development of a methodological scale to accurately test the difference in the direction of message appeals. Thus, insights in the role of message strategy in the B2B adoption process are anticipated with contributions in future consumer and business advertising research. |
Formato |
application/pdf |
Identificador | |
Relação |
http://eprints.qut.edu.au/53362/2/53362.pdf van Dessel, Maria (2007) The role of alternative message strategies in advertising performance : challenges to the B2B marketing paradigm. In 2007 QUT Faculty of Business Research Student Colloquium, September 2007, Brisbane, QLD. |
Direitos |
Copyright 2007 Maria van Dessel |
Fonte |
QUT Business School; School of Advertising, Marketing & Public Relations |
Palavras-Chave | #150506 Marketing Theory #Alternative Message Strategies #Advertising Performance #B2B Marketing Paradigm |
Tipo |
Conference Item |