Informational/transformational advertising: Differences in usage across media types, product categories, and national cultures

Journal of International Consumer Marketing

Volumn 12, Issue 3, 2000, Pages 69-83

  Cutler, Bob D ^a   Thomas, Edward G ^a   Rao, S R ^a  

^a CLEVELAND STATE UNIVERSITY   (United States)

Author keywords

Advertising; Advertising appeals; Cross cultural advertising; Cross media advertising

Indexed keywords

EID: 1542710183     PISSN: 08961530     EISSN: 15287068     Source Type: Journal    
DOI: 10.1300/J046v12n03_05     Document Type: Article

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