Shifting advertising appeals in Taiwan.

This empirical study provides insight on how to advertise effectively in the modern advertising industry of Taiwan, given the constraints faced by advertisers there. Based on the literature review and value paradoxes conceptual framework, it is hypothesized that advertising appeals in Taiwan tend to...

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Bibliographic Details
Main Authors: Shao, Alan., Raymond, Mary., Taylor, Charles.
Format: Villanova Faculty Authorship
Published: 1999
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