REKLAMA XABAR TAKTIKASI
Abstract
Zamonaviy bozor iqtisodiyoti sharoitida reklama - bu ishlab chiqaruvchilar va iste'molchilar o'rtasidagi muhim kommunikatsiya vositasi hisoblanadi. Har kuni minglab reklama xabarlari bilan duch keladigan iste'molchilarning e'tiborini jalb qilish va ularni xarid qilishga undash uchun samarali reklama strategiyalari ishlab chiqish zaruriyati tobora oshib bormoqda.
References
Friestad, Marian and Wright, Peter (1994). The Persuasion Knowledge Model: How People Cope with Persuasion Attempts. Journal of Consumer Research, 21(1), 1 31. Erishilgan manbaa: http://www.jstor.org/stable/2489738
Solomon, Michael R. (2017). Consumer behavior: Buying, having, and being (12th edition). Pearson Education. ISBN 978-0-13-412993-8.
Leonidou, C.L., & Leonidou, N.L. (2009). Rational versus emotional appeals in newspaper advertising: Copy, art, and layout differences. Journal of Promotion Management, 15(4), 522–546.
Albers-Miller, N. D. and Stafford, M. R. (1999). An international analysis of emotional and rational appeals in services vs goods advertising. Journal of Consumer Marketing, 16(1), 42-57. doi: 10.1108/07363769910250769
Akbari, M. (2015). Different impacts of advertising appeals on advertising attitude for high and low involvement products. Global Business Review, 16(3), 478–493. doi: 10.1177/0972150915569936.
Dens, Nathalie and Patrick De Pelsmacker (2010). Consumer response to different advertising appeals for new products: The moderating influence of branding strategy and product category involvement. Journal of Brand Management 18(1), 50 – 65. doi: 10.1057/bm.2010.22
Dube L, Chattopadhyay A, Letarte A. (1996). Should advertising appeals match the basis of consumer attitudes? Journal of Advertising Research, 36(6), 82 – 89.
Vaughn, Richard (October 1980). How Advertising Works: A Planning Model. Journal of Advertising Research, 27-33.
Lee, M., & Johnson, C. (2005). Principles of advertising: A global perspective (2nd Edition). New York, London: Haworth.
Grigaliunaite V., Pileliene L. (2016). Emotional or rational? The determination of the influence of advertising appeal on advertising effectiveness. Scientific Annals of Economics and Business, 63(3), 391-414. doı: 10.1515/saeb-2016-0130
