Gender selection dilemma in FMCG advertising: Insights from eye-tracking research
Selecting the gender of a celebrity for fast-moving consumer goods (FMCG) advertising presents a strategic challenge. Previous research has predominantly concentrated on comparing celebrity spokespersons with non-celebrities, frequently neglecting the intricate distinctions in the effectiveness of m...
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| Main Authors: | , , |
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| Format: | Book |
| Published: |
Bern Open Publishing,
2024-07-01T00:00:00Z.
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| Online Access: | Connect to this object online. |
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Internet
Connect to this object online.3rd Floor Main Library
| Call Number: |
A1234.567 |
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| Copy 1 | Available |