The impact of information level on the effectiveness of U.S. and Korean television commercials.
The authors report the findings of an experiment comparing the effectiveness of television commercials with varied levels of information content (high vs. low) in the United States and the Republic of Korea. Cultural differences were used as a basis for the hypotheses. Consistent with expectations b...
| Main Authors: | , , |
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| Format: | |
| Language: | English |
| Published: |
1997
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| Online Access: | http://ezproxy.villanova.edu/login?url=https://digital.library.villanova.edu/Item/vudl:178926 |