An examination of the visual element used in generic message advertisements: A comparison of goods and services

Services Marketing Quarterly

Volumn 30, Issue 1, 2009, Pages 69-84

  Clow, Kenneth E ^a   James, Karen E ^b   Kranenburg, Kristine E ^c   Berry, Christine T ^a  

^a UNIVERSITY OF LOUISIANA AT MONROE   (United States)

^b LOUISIANA STATE UNIVERSITY   (United States)

^c UNIVERSITY OF WISCONSIN WHITEWATER   (United States)

Author keywords

Ad message; Ad visual; Advertising; Generic advertising; Services

Indexed keywords

EID: 61449112955     PISSN: 15332969     EISSN: 15332977     Source Type: Journal    
DOI: 10.1080/15332960802467755     Document Type: Article

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