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멀티광고의 메시지 유형이 광고효과에 미치는 영향: 제품관여도의 조절효과 및 광고태도의 매개효과를 중심으로
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유종숙
; 김진영;
한규훈
Article
Issue Date
2008
Citation
광고연구, v.79, pp 204 - 226
Publisher
한국방송광고공사
A Cross-Cultural Investigation of Emotional Expressions in Advertising: Based on TV Commercial Analyses of Four Countries
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한규훈
; 전영우
Article
Issue Date
2008
Citation
광고연구, v.80, pp 131 - 152
Publisher
한국방송광고공사
1
Discover
Author
Yoo, Jong Sook
1
김진영
1
전영우
1
Subject
advertising effectiveness
1
advertising expression
1
consumer attitude
1
cross-cultural study
1
cultural dimension
1
emotion
1
message type
1
multi-advertisement
1
neutrality-affectivity
1
product involvement
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Date Issued
2008
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