The effect of media involvement on print advertising effectiveness

Journal of Promotion Management

Volumn 12, Issue 2, 2006, Pages 53-75

  Tipps, Steven W ^a,b   Berger, Paul D ^c,d   Weinberg, Bruce D ^c,e  

^a BOSTON UNIVERSITY   (United States)

^b Copernicus Marketing Consulting ^*  (United States)

^c MASSACHUSETTS INSTITUTE OF TECHNOLOGY   (United States)

^d BOSTON UNIVERSITY   (United States)

^e BENTLEY COLLEGE   (United States)

Author keywords

Advertising; Effectiveness; Exposure; Inserts; Involvement; Magazines; Newspapers; Print

Indexed keywords

EID: 33745726900     PISSN: 10496491     EISSN: 15407594     Source Type: Journal    
DOI: 10.1300/J057v12n02_06     Document Type: Review

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