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    • Honesty and modesty in advertising 

      Murphy, Niall (Dublin Business School, 2007)
      ‘Brands are claiming, over-claiming and laddering themselves into a morass of sameness, disbelief and confusion, but moreover a sea of distrust and this is a worrying place to be’ (Listone, 2005). This study begins with ...
    • Creativity in advertising : does the use of threat appeal pay ? 

      Goerst, Isabelle (Dublin Business School, 2009)
      This dissertation begins with the study of the actual customer's behaviours toward advertising. The purpose of the research is to seek how the customers react toward ads using the threat appeal. In a first phase of her ...

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    AuthorGoerst, Isabelle (1)Murphy, Niall (1)Subject
    Advertising (2)
    Consumer behavior (2)
    Marketing (1)... View MoreDate Issued2007 (1)2009 (1)

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