Effective Advertising Decisions in Television Sports Programs

Guang Xin Xie; Eda G. Atay; Lynn R. Kahle; Karen Ring

doi:10.1007/978-3-319-11806-2_122

Effective Advertising Decisions in Television Sports Programs

Guang Xin Xie
, Eda G. Atay
, Lynn R. Kahle
, Karen Ring

Marketing

University of Oregon

Research output: Chapter in Book/Report/Conference proceeding › Chapter

Original language	English
Title of host publication	Developments in Marketing Science
Subtitle of host publication	Proceedings of the Academy of Marketing Science
Publisher	Springer Nature
Pages	290-294
Number of pages	5
DOIs	https://doi.org/10.1007/978-3-319-11806-2_122
State	Published - 2015

Publication series

Name	Developments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)	2363-6165
ISSN (Electronic)	2363-6173

ASJC Scopus Subject Areas

Strategy and Management
Marketing

Keywords

Advertising Effectiveness
Advertising Message
Consumer Research
Persuasion Knowledge
Sport Program

Access to Document

10.1007/978-3-319-11806-2_122

Cite this

Xie, G. X., Atay, E. G., Kahle, L. R., & Ring, K. (2015). Effective Advertising Decisions in Television Sports Programs. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 290-294). (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). Springer Nature. https://doi.org/10.1007/978-3-319-11806-2_122

Effective Advertising Decisions in Television Sports Programs. / Xie, Guang Xin; Atay, Eda G.; Kahle, Lynn R. et al.
Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer Nature, 2015. p. 290-294 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

Research output: Chapter in Book/Report/Conference proceeding › Chapter

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title = "Effective Advertising Decisions in Television Sports Programs",

keywords = "Advertising Effectiveness, Advertising Message, Consumer Research, Persuasion Knowledge, Sport Program",

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doi = "10.1007/978-3-319-11806-2\_122",

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KW - Advertising Effectiveness

KW - Advertising Message

KW - Consumer Research

KW - Persuasion Knowledge

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M3 - Chapter

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SP - 290

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PB - Springer Nature

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Effective Advertising Decisions in Television Sports Programs

Publication series

ASJC Scopus Subject Areas

Keywords

Access to Document

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