TY  - BOOK
AU  - Stroumi Maria
TI  - An Empirical Analysis of the Effects of Advertising/Cognitive Versus Emotional Approach
PY  - 2008///
N2  - Introduction, Literature Review, Advertising Objectives, How Advertising Works, Hierarchical Approach, The ELM Model, Cognitive Response Mode, Category Based Evaluation Strategies, Emotional Advertising, The Consumer Processing Model (CPM) and the Hedonic, Experiental Model (HEM), Methodology, Research Philosophy Approach Strategy, Data Collection, Research Design Requirements, Designing the Questionnaire, Data Reliability and Validity, Using Secondary Data for Analysis, Sample Size in Regression, Data Analysis, Descriptive Statistics, Normality of Distribution, Hypotheses Analysis, Simple Regression Analysis, ANOVA and T-Test, Research Findings and Discussion, References, Ref;ection and Self Development, Appendix
ER  -