Show simple item record

dc.contributor.authorSzczepanski, Christopher Michael
dc.date.accessioned2016-04-05T16:18:57Z
dc.date.available2016-04-05T16:18:57Z
dc.date.issued2006
dc.identifier.isbn9780542498367
dc.identifier.isbn0542498367
dc.identifier.other304936726
dc.identifier.urihttp://hdl.handle.net/10477/49572
dc.description.abstractThis investigation examined both the presence and application of the Elaboration Likelihood Model (ELM) as a strategic model of advertising effectiveness in general and special interest magazines. In particular, this investigation argued matching ELM-based executional strategies (central or peripheral) to a message receiver's expected message processing route (central or peripheral) should enhance advertising effectiveness. It was suggested that the broad hierarchies of consumer magazines, general interest and special interest, should allow advertisers to predict consumers message route processing based upon the inherent motivation and ability (M&A) levels of the reader population the magazine attracts. Subsequently, special interest magazine were reasoned to, generally, attract a reader population with inherently high M&A levels, while general interest magazines were reasoned to, generally, attract a reader population with inherently low M&A levels. Consequently, advertising effectiveness was reasoned to be enhanced by the strategic design and implementation of ads featuring central executional strategies in special interest magazines and ads featuring peripheral executional strategies in general interest magazines. The results of this investigation did not favor employing the ELM as an applied model of strategic advertising in currently in practice. However, the small sample population of the study tempers this finding. Moreover, limited evidence of advertisers currently employing the ELM as a strategic model of advertising was found.
dc.languageEnglish
dc.sourceDissertations & Theses @ SUNY Buffalo,ProQuest Dissertations & Theses Global
dc.subjectCommunication and the arts
dc.subjectSocial sciences
dc.subjectGeneral interest
dc.subjectSpecial interest
dc.subjectMagazine
dc.subjectAdvertising
dc.subjectElaboration Likelihood Model
dc.subjectContent analysis
dc.subjectDifferential route processing execution strategies
dc.titleGeneral and special interest magazine advertising and the Elaboration Likelihood Model: A comparative content analysis and investigation of the effects of differential route processing execution strategies
dc.typeDissertation/Thesis


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record