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Eficácia publicitária de anúncios diretos e dramáticos

Eficácia publicitária de anúncios diretos e dramáticos

Indrani Mukherjee / Pousali Banerjee

53,85 €
IVA incluido
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Editorial:
KS OmniScriptum Publishing
Año de edición:
2025
Materia
Psicología
ISBN:
9786208961282
53,85 €
IVA incluido
Disponible

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Sobre IBD

Eficácia publicitária de anúncios rectos versus anúncios dramáticos de produtos de consumo perecíveis apresentados num meio visual a jovens adultos - homens e mulheres. A investigação foi uma experiência laboratorial (envolvendo um design fatorial 2*2). A eficácia da publicidade foi medida por um 'Índice de eficácia da publicidade'. A ANOVA de duas vias foi utilizada para verificar a veracidade ou a falsidade das hipóteses de investigação definidas previamente.

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