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de la Pena Calderon, Tania
Conceptual Models of How Advertising Works to Persuade Individuals
Farris, Paul W. de la Pena Calderon, Tania
M-0681 | Published December 08, 2003 | 6 pages Technical Note
Collection: Darden School of Business
This note provides a brief overview of some important perspectives on how advertising messages persuade consumers. The note reviews the traditional hierarchy of effects, cognitive dissonance, lower in... Read More
Managing the Copy-Testing Process
Farris, Paul W. de la Pena Calderon, Tania
M-0680 | Published November 13, 2003 | 11 pages Technical Note
Collection: Darden School of Business
The note describes various methodologies and philosophies of advertising copy testing. Additional material this might be used with: MANAGING SPENDING BALANCE IN ADVERTISING CAMPAIGNS: THE GRODD MODEL ... Read More