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Více informací o knize Color in Advertising

• Parametry knihy
• Anotace
• Oblíbené z jiného soudku

Nákupem získáte 180 bodů

Anotace knihy

This book is based on the author's doctoral dissertation dealing with consumer responses to color in advertising. Although color is invariably present in almost all advertising, a lot of unanswered questions still exist concerning the effects different colors in an advertisement elicit in consumers exposed to them. Which are the emotional responses print advertisements with different colored backgrounds produce? Are red or blue backgrounds optimal for the memorization of the advertisement and the brand? How are attitudes toward the advertisement influenced by the color that dominates in the ad? Do the effects of color on consumers change when exposure conditions differ?

Parametry knihy

• Plný název: Color in Advertising
• Podnázev: Effects on Emotion, Memory and Attitudes in High and Low Involvement Conditions during Exposure
• Autor: Antigone G. Kyrousi
• Jazyk: Angličtina
• Vazba: Brožovaná
• Počet stran: 444
• EAN: 9783330062924
• ID: 17963799
• Nakladatelství: LAP Lambert Academic Publishing
• Hmotnost: 679 g
• Rozměry: 220 × 150 × 27 mm
• Rok vydání: 2017

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