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https://hdl.handle.net/20.500.14279/8458| Title: | The role of economic conditions on the effectiveness of Greek humorous TV advertising | Authors: | Zotos, Yorgos Boutsouki, Christina Hatzithomas, Leonidas |
metadata.dc.contributor.other: | Ζώτος, Γιώργος | Major Field of Science: | Social Sciences | Field Category: | Media and Communications | Keywords: | Humorous TV commercials;Advertising message in recessions;Economic Conditions | Issue Date: | 2014 | Source: | 13th International Conference on Research in Advertising (ICORIA), 2014, Amsterdam, Netherlands, 27 - 29 June | Abstract: | Based on an experimental study in Greece, the present paper aims to investigate the effectiveness of humorous TV commercials in recessionary and expansionary periods. The findings challenge the intuitive belief among practitioners that humor provides an advantageous type of advertising message in recessions. Humorous commercials not only did they not create more positive attitude toward the ad in recessions compared to expansions, but they also generated less favorable attitudes toward the ad during the austere Greek recession. | URI: | https://hdl.handle.net/20.500.14279/8458 | Type: | Conference Papers | Affiliation : | University of Macedonia Aristotle University of Thessaloniki Cyprus University of Technology |
| Appears in Collections: | Δημοσιεύσεις σε συνέδρια /Conference papers or poster or presentation |
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