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Comparing the effectiveness of visual and verbal analogies in advertising new products

Conference Paper


Abstract


Authors


  •   Ait El Houssi, Amina (external author)
  •   Rossiter, John R.
  •   Morel, Kaj P.N.. (external author)
  •   Hultink, Erik Jan (external author)

Publication Date


  • 2007

Citation


  • Ait El Houssi, A., Rossiter, J. R., Morel, K. P.N.. & Hultink, E. (2007). Comparing the effectiveness of visual and verbal analogies in advertising new products. Proceedings of the European Marketing Academy Conference Brussels, Belgium: European Marketing Academy.

Place Of Publication


  • Brussels, Belgium

Abstract


Authors


  •   Ait El Houssi, Amina (external author)
  •   Rossiter, John R.
  •   Morel, Kaj P.N.. (external author)
  •   Hultink, Erik Jan (external author)

Publication Date


  • 2007

Citation


  • Ait El Houssi, A., Rossiter, J. R., Morel, K. P.N.. & Hultink, E. (2007). Comparing the effectiveness of visual and verbal analogies in advertising new products. Proceedings of the European Marketing Academy Conference Brussels, Belgium: European Marketing Academy.

Place Of Publication


  • Brussels, Belgium