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dc.contributor.authorTuncalp, S.en_US
dc.date.accessioned2019-02-04T06:39:30Z
dc.date.available2019-02-04T06:39:30Z
dc.date.issued2001en_US
dc.identifier.issn0140-9174
dc.identifier.urihttp://hdl.handle.net/11693/48767
dc.description.abstractLooks at the need for advertisers to communicate their objectives through appropriate messages and, in particular, how targeted consumers interpret, evaluate and remember such messages. Presents a number of case studies where the use of careless advertising resulted in the communication being interpreted in differing ways from the intent and therefore failed to produce the desired response from consumers. Suggests that these examples could help provide some caveats to international marketers, and highlights the need to test response in advance.en_US
dc.language.isoEnglishen_US
dc.source.titleManagement Research Newsen_US
dc.relation.isversionofhttps://doi.org/10.1108/01409170110782946en_US
dc.subjectAdvertisingen_US
dc.subjectNewspaper publishingen_US
dc.subjectMediaen_US
dc.subjectGulf statesen_US
dc.subjectAdvertising effectivenessen_US
dc.titleNewspaper advertising in an Arabian gulf country: examples of careless appealsen_US
dc.typeArticleen_US
dc.departmentDepartment of Managementen_US
dc.citation.spage35en_US
dc.citation.epage44en_US
dc.citation.volumeNumber24en_US
dc.citation.issueNumber8-9en_US
dc.identifier.doi10.1108/01409170110782946en_US
dc.publisherEmerald Publishingen_US
dc.identifier.eissn1758-6135


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