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Emotional or Rational? The Determination of the Influence of Advertising Appeal on Advertising Effectiveness
2016
Scientific Annals of Economics and Business
In prevailing competition-based market economy, organizations have to search factors influencing advertising effectiveness. This research aims at developing the model of the influence of advertising appeal on advertising effectiveness. While achieving the aim of the article, the analysis and synthesis of scientific literature is provided. Furthermore, traditional marketing research methods as well as neuromarketing research methods are applied in order to determine the influences of different
doi:10.1515/saeb-2016-0130
fatcat:spcdu2oubnbr7k67yefjwbt2mu