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Le score d'agrement peut-il rendre compte des performances cognitives d'une annonce publicitaire?

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  • Caumont, D.
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    Abstract

    L'objectif de cette etude est d'analyser le rapport d'un score global d'agrement mesure par une note (comprise entre 0 et 20) avec les criteres d'efficacite publicitaire centre sur la seule dimension cognitive de l'efficacite. Elle porte sur un echantillon de 131 annonces medicales testees dans les conditions classiques d'un pretest aupres de medecins en activite.

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    Bibliographic Info

    Paper provided by Groupe de recherche en économie financière et en gestion des entreprises, Universite Nancy 2 in its series Papers with number 1999-01.

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    Length: 16 pages
    Date of creation: 1999
    Date of revision:
    Handle: RePEc:fth:grefge:1999-01

    Contact details of provider:
    Postal: Universite Nancy 2. Groupe de recherche en économie financière et en gestion des entreprises. Pole Lorrain de Gestion. 13, rue Michel Ney. 54037 Nancy CEDEX France.
    Phone: 03.83.39.63.91
    Fax: 03.83.39.63.90
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    Web page: http://www.univ-nancy2.fr/CEREFIGE/
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    Keywords: INSTRUMENTS DE MESURE ; PUBLICITE;

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