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Elaboration Likelihood Model and Visual Marketing Communications – Paperback

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Elaboration Likelihood Model and Visual Marketing Communications – Paperback

Elaboration Likelihood Model and Visual Marketing Communications – Paperback

Original price was: $71.13.Current price is: $35.57.

Report copyright infringementby Natalie Janetzko (Author)Bachelor Thesis from the year 2013 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,3, University...

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    VMUP3433890361

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    Books

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    In stock

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by Natalie Janetzko (Author)

Bachelor Thesis from the year 2013 in the subject Communications – Public Relations, Advertising, Marketing, Social Media, grade: 1,3, University of Frankfurt (Main), language: English, abstract: Based on the Elaboration Likelihood Model this thesis aims at consolidating diverse research approaches to give an extensive outline of the various ways how visual elements – especially images – can influence a person’s attitude towards the issue of a marketing communication. They can be persuasive arguments communicating relevant information, serve as peripheral cues that cause affective responses, or influence the amount or direction of the cognitive processing of other elements in the marketing communication they are used in. As a major part of marketing communications, visual elements have received extensive attention in marketing research. Many studies were conducted con

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