مدل‌سازی ساختاری -تفسیری عوامل موثر بر انتخاب استراتژی محتوای پیام کمپین تبلیغاتی مبتنی بر رویکرد فراترکیب

Aghazadeh, H., Roshandel Arbatani, T., & Banifazel, S. (2015). A Model for Studying the Influence of the Media in Creating the Willingness to Invest in the Stock Market Through Advertising Messages. Media Studies, 10(29), 25-36.

Akan, P. (2007). Information content of magazine advertising in Turkey. Journal o Euromarketing, 16 (4), 33-47.

Al-Olayan, F. S., & Karande, K. (2000). A content analysis of magazine advertisements from the United States and the Arab world. Journal of Advertising, 29 (3), 69-82.

Anderson,S. P., & Renault, R. (2006). Advertising content. American Economic Review, 96(1),93-113.

Ashley, C., & Tuten, T. (2015).Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32 (1), 15-27.

Azar, A., & Bayat, K. (2009). Designing a Model For "Business Process-Orientation" Using Interpretive Structural Modeling Approach(ISM). Journal Of Information Technology Management,1(1), 3-18. [Persian] 

Baltas, G. (2003). Determinants of internet advertising effectiveness: an empirical study. International Journal of Market Research, 45(4),1-9.

Bashir, H., & Ja'fari Haftkhani, N. (2007). An Introduction to Application of Semiology in Analyzing Advertising Messages; Case Study of Newspaper Advertisements. Strategic Management Thought, 1(2), 151-188.

Becker, M. (2017).Advertising effectiveness: the role of content(Doctoral dissertation, Universität zu Köln).

Becker, M., & Gijsenberg, M. J. (2022). Consistency and Commonality in Advertising Content: Helping or Hurting?. International Journal of Research in Marketing.

Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative research in psychology, 14, 77-101.

Brito, P. Q., & Pratas, J. (2015). Tourism brochures: Linking message strategies, tactics and brand destination attributes. Tourism Management, 48, 123-138.

Catalano,A. (2013). Patterns of graduate students information seeking behavior:a meta-synthesis of the literature. Journal of Documentation.69(2), 243-274.

Chattopadhyay, T. (2010). The effects of message strategy and execution framework on teenage boy's processing of print advertisements in India. International Journal of Business Science & Applied Management (IJBSAM), 5 (2), 17-28.

Cummins, S., Reilly, T. M., Carlson, L., Grove, S. J., & Dorsch, M. J. (2014). Investigating the portrayal and influence of sustainability claims in an environmental advertising context. Journal of Macromarketing, 34 (3), 332-348.

Deng, T., Ekachai, D., & Pokrywczynski, J. (2022). Global COVID-19 advertisements: Use of informational, transformational and narrative advertising strategies. Health Communication, 37 (5), 628-636.

Dens, N., & Pelsmacker, P. D. (2010). How advertising strategy affects brand and USP recall for new brands and extensions. International Journal of Advertising, 29 (2), 165-194.

Esfidani, M.R., Keymasi, M., Ahmadi,S (2017). A Framework for Determining TV Advertising Strategies in Banking. Consumer Behavior Studies Journal, 3(3), 118-142.[Persian]

Ettehadmohkam, S., & Nazeri, A., & Sobhanifard, Y., & Faramarzi, S. (2018). Study Of Gestalt Visual Laws Of Perception Use In Billboard Advertising’s Graphic Design Case Study: Tehran’s Commercial Billboards In 2015-16. Bagh-E Nazar, 14(55 ), 83-98. [Persian]

Faisal, M., Banwet, D.K. and Shankar, R. (2006). Supply chain riskmitigation: modelling the enablers, Business Process Management,12(4):535-552.

Frazer, C. F.(1983).Creative strategy: A management perspective. Journal of advertising, 12(4),36-41.

Frazer, C. F., Sheehan, K. B., & Patti, C. H. (2002). Advertising strategy and effective advertising: Comparing the USA and Australia. Journal of Marketing Communications, 8 (3), 149-164.

Ganesan, D., Francina, V. J., & Rameshkumaar, V. P.(2019). Efeectiveness Of Corporate Responsibility Advertising Messages Of Automobile Companies Among Audience Perception. Technology, 10 (2), 934-941.

Golan, G. J., & Zaidner, L. (2008). Creative strategies in viral advertising: An application of Taylor’s six-segment message strategy wheel. Journal of computer-mediated communication, 13 (4), 959-972.

Guitart, I. A., & Stremersch, S. (2021). The impact of informational and emotional television ad content on online search and sales. Journal of Marketing Research, 58 (2), 299-320.

Jin,C.H. (2010).An empirical comparison of online advertising in four countries: Cultural characteristics and creative strategies. Journal of Targeting, Measurement and Analysis for Marketing, 18 (3), 253-261.

Johar, J. S., & Sirgy, M. J. (1991). Value-expressive versus utilitarian advertising appeals: When and why to use which appeal. Journal of advertising, 20 (3), 23-33.

Kabiri,, Z., & Hakimara, M. (2014). The Impact of TV Ads’ Humor and Fear Appeal on Youths’ Driving Attitude. Communication Research, 21(79), 81-98.

Kelley, S. W., & Turley, L. W. (2004). The effect of content on perceived affect of Super Bowl commercials. Journal of Sport Management, 18 (4), 398-420.

Khan Mohammadi,H; Seyed Javadin,S.R(2014).Characteristics of effective advertising messages in commercial insurance from the point of view of insurers. Quarterly Journal of Quantitative Studies in Management, 5(2),34-52

Kim, K., & Cheong, Y. (2011). Creative strategies of Super Bowl commercials 2001-2009: an analysis of message strategies. International Journal of Sports Marketing and Sponsorship.

Kim, Y. K., Yim, M. Y. C., Kim, E. A., & Reeves, W. (2021). Exploring the optimized social advertising strategy that can generate consumer engagement with green messages on social media. Journal of Research in Interactive Marketing.

Lancellotti, M. P., & Thomas, S. (2018). Men hate it, women love it: Guilty pleasure advertising messages. Journal of Business Research, 85, 271-280.

Laskey, H. A., Day, E., & Crask, M. R. (1989). Typology of main message strategies for television commercials. Journal of advertising, 18 (1), 36-41.

Lavidge, R. J., & Steiner, G. A. (1961). A Model for Predictive Measurements of Advertising Effectiveness. Journal of Marketing, 25(6), 59.

Lee, D., Hosanagar, K., & Nair, H. S. (2018). Advertising content and consumer engagement on social media: Evidence from Facebook. Management Science, 64 (11), 5105-5131.

Lee, T., Taylor, R. E., & Chung, W. (2011). Changes in advertising strategies during an economic crisis: An application of Taylor's six-segment message strategy wheel. Journal of Applied Communication Research, 39 (1), 75-91.

Liaukonyte, J., Teixeira, T., & Wilbur, K. C. (2015). Television advertising and online shopping. Marketing Science, 34 (3), 311-330.

Liu, X. (2022). Competitive pricing and advertising with spillover. Journal of Mathematical Economics,101(August) 102660.

Luzon, Y., Pinchover, R., & Khmelnitsky, E. (2022). Dynamic budget allocation for social media advertising campaigns: optimization and learning. European Journal of Operational Research, 299(1), 223-234.

Martenson, R. (1987). Advertising strategies and information content in American and Swedish advertising: A comparative content analysis in cross-cultural copy research. International Journal of Advertising, 6 (2), 133-144.

Marzouk, O., Salminen, J., Zhang, P., & Jansen, B. J. (2022). Which Message? Which Channel? Which Customer?: Exploring Response Rates in Multi-Channel Marketing Using Short-Form Advertising. Data and Information Management, 100008.

Menon, M. K., Goodnight, J. M., & Wayne, R. J. (2006). Assessing advertising content in a hospital advertising campaign: an application of Puto and Wells (1984) measure of informational and transformational advertising content. Journal of Hospital Marketing & Public Relations, 17 (1), 27-44.

Moon, Y. S., & Chan, K. (2005). Advertising appeals and cultural values in television commercialsA comparison of Hong Kong and Korea. International Marketing Review.

Moriarty, S. E. (1987). A content analysis of visuals used in print media advertising. Journalism Quarterly, 64 (2-3), 550-554.

Nagody-Mrozowicz, K., Siguencia, L. O., Chęcinska-Kopiec, A., & Budziński, Ł. (2019). Persuasion In the light of research on advertising messages. In society. integration. Education. Proceedings of the International Scientific Conference , 6 ( May), 412-419.

Noel, J. K., Babor, T. F., & Grady, J. J. (2018). Advertising content, platform characteristics and the appeal of beer advertising on a social networking site. Alcohol and Alcoholism, 53(5), 619-625.

Occa, A., Kim, S., Carcioppolo, N., Morgan, S. E., & Anderson, D. (2019). A Comparison of Metaphor Modality and Appeals in the Context of Skin Cancer Prevention. Journal of Health Communication, 1–11.

Pauwels, K; Bharat,S; Fisher, R; and Antia, K (2022, June 1). Should you change your ad messaging or execution? It depends on brand age. In the Applied Marketing Analytics: The Peer-Reviewed Journal, 8)1(, 43-54

Percy, L., & Rossiter, J. R. (1992). A model of brand awareness and brand attitude advertising strategies. Psychology & Marketing, 9 (4), 263-274.

Peter, C., & Ponzi, M. (2018). The risk of omitting warmth or competence information in ads: Advertising strategies for hedonic and utilitarian brand types. Journal of Advertising Research, 58 (4), 423-432.

Pintado, T., Sanchez, J., Carcelén, S., & Alameda, D. (2017). The effects of digital media advertising content on message acceptance or rejection: Brand trust as a moderating factor. Journal of Internet Commerce, 16 (4), 364-384.

Putte B. (2009).What matters most in advertising campaigns? The relative effect of media expenditure and message content strategy. International Journal of Advertising, 28 (4), 669 -690.

Putte, B. (2002) An integrative framework for effective communication, in Bartels, G. & Nelissen, W. (eds) Marketing for Sustainability: Towards Transactional Policy-Making. Amsterdam: IOS Press, pp. 83–95.

Putte, B., & Dhondt, G. (2005). Developing Successful Communication Strategies: A Test of an Integrated Framework for Effective Communication 1. Journal of Applied Social Psychology, 35 (11), 2399-2420.

Ramesh, A., Banwet, D.K., Shankar, R. (2010),Modeling the barriers of supply chain collaboration, Journal of Modelling in Management, 5 (2), 176 – 193.

Roose, G., Geuens, M., & Vermeir, I. (2018). From informational towards transformational advertising strategies? A content analysis of Belgian food magazine advertisements. British Food Journal.

Rossiter, J.R., Percy, L. and Donovan, R.J. (1991) A better advertising planning grid. Journal of Advertising Research 31 (5), 11–21.

Saedinia, n., & Chenari, v., & Makvandi, f., & Hemati, M. (2019). Meta Synthesis and Fuzzy Interpretive Structural Modeling of Talent Supply Chain Management in National Iranian Oil Company. Human Resource Management In The Oil Industry, 10(39 ), 29-62. [Persian]

Samsam Shariat, S., & Atashpour, S., & Kamkar, M. (2007). The Comparison Oo Common And Expert People’s Opinions About The Related Factors On The Effectiveness Of Commercial Advertisement. Knowledge & Research In Applied Psychology, 9 (32), 90-120. [Persian]

Sandelowski, M., & Barros, J.(2007). Handbook for synthesizing Qualitative Research. Springer Publishing Company Inc..

Sethuraman, Raj, Gerard J. Tellis, and Richard A. Briesch. (2011). “How well Does Advertising Work? Generalizations from Meta-analysis of Brand Advertising Elasticities,” Journal of Marketing Research, 48 (3), 457-71.

Shahtahmasebi, E., gholamalizadeh, A., Shahtahmasebi,F. (2016). Ranking of subjective involvement rate with advertising and contents of commercial banks among the main ethnicities of Iran. Case study: Tehran city. Cultural Studies & Communication, 12(42), 141-158.

Sharma, H. (2014). Impact of Brand Credibility on Comparative Advertising Effectiveness: Examining The Moderating Effects of Brand Familiarity and Brand Congruity, phd thesis, University of JAMMU.

Sharma, R. R., & Kaur, B. (2018). Modeling the elements and effects of global viral advertising content: A cross-cultural framework. Vision, 22 (1), 1-10.

Soberman, D. A., & Xiang, Y. (2022). Designing the content of advertising in a differentiated market. International Journal of Research in Marketing, 39 (1), 190-211.

Sridevi, P., Niduthavolu, S., & Vedanthachari, L. N.(2021). Analysis of content strategies of selected brand tweets and its influence on information diffusion. Journal of Advances in Management Research.

Tafesse, W.(2021). Communicating crowdfunding campaigns: How message strategy, vivid media use and product type influence campaign success. Journal of Business Research, 127, 252-263.

Tafesse, W., & Wien, A. (2018). Using message strategy to drive consumer behavioral engagement on social media. Journal of Consumer Marketing. 35(3),241-253

Tai, H. S. (2004). The relationship of cultural values and message strategies in service advertising. Marketing Intelligence & Planning.

Taylor, R. E. (2015). The role of message strategy in improving hand hygiene compliance rates. American journal of infection control, 43 (11), 1166-1170.

Taylor, R. E., Hoy, M. G., & Haley, E. (1996). How French advertising professionals develop creative strategy. Journal of Advertising, 25 (1), 1-14.

Teichert, T., Hardeck, D., Liu, Y., & Trivedi,R. (2018). How to implement informational and emotional appeals in print advertisements: A framework for choosing ad appeals based on advertisers' objectives and targeted demographics. Journal of Advertising Research, 58(3), 363-379.

Utkarsh, & Gupta, N. (2019). Message strategy of promotional e-mails in India: a content analysis. International Journal of Electronic Marketing and Retailing, 10 (4), 351-367.

Vaughn, Richard. )1980(. How advertising works: A planning model. Journal of Advertising Research. 20(5):27–33.

Xie, Q., & Wang, T. G. (2022). Promoting corporate social responsibility message in COVID-19 advertising: How threat persuasion affects consumer responses to altruistic versus strategic CSR. Journal of Business Research, 148, 315-324.

Yavarifar, b., & Mahmudi Meymand, m., & Karimi, O., & Khademi, S. (2019). Designing a Model for Marketing Intelligence Using Interpretive Structural Modeling Approach (Case Study of Internal Automotive Industry). Journal Of Management Futures Research(Journal Of Management Research), 30 (116 ), 31-56. [Persian]

Yfantidou, I., Riskos, K., & Tsourvakas, G. (2018). Advertising message strategy analysis for award-winning digital ads. International Journal of Technology Marketing, 12 (4), 340-355.

Yu, J. H. (2009). Social Events and Advertising Messages–A Case of the Iraq War and Superbowl Advertising. American Communication Journal, 11 (2), 20-30.

zamani, Z., Babaei Zakliki, M. (2019). Content Analysis of Six Decades of Advertising Campaign Studies. Journal of Business Management Perspective, 18(38.

Zanon, J., & Teichmann, K. (2016). The role of message strategies in promoting eco-friendly accommodations. International Journal of Culture, Tourism and Hospitality Research.

Zhang, J., & Du, M. (2020). Utilization and effectiveness of social media message strategy: how B2B brands differ from B2C brands. Journal of Business & Industrial Marketing, 35(4), 721-740.

اتحادمحکم، سحر؛ ناظری، افسانه؛ سبحانی فرد، یاسر و فرامرزی، سالار ) 1396 (. کاربرد قوانین ادراک دیداری گشتالت در طراحی گرافیک بیلبوردهای تبلیغاتی )نمونه موردی: بیلبوردهای تجاری تهران در سال 1394 (. باغ نظر، .86-71 ،)55( 14

آذر، عادل و بیات، کریم ) 1387 (. طراحی مدل فرآیندمحوری کسب وکار با رویکرد مدلسازی ساختاری تفسیری .3-18 ،)1( مدیریت فناوری اطلاعات، 1 .)ISM(

اسفیدانی، محمدرحیم؛ کیماسی، مسعود و احمدی، صلاح ) 1395 (. چارچوبی برای تعیین استراتژیهای تبلیغات ( تلویزیونی در بانکداری. مطالعات رفتار مصرفکننده، 118-142 ،)3

ساعدی نیا، ناصر؛ چناری، وحید؛ مکوندی، فواد و همتی، محمد ) 1398 (. فراترکیب و مدلسازی ساختاری-تفسیری مدیریت زنجیره تامین استعداد در شرکت ملی نفت ایران. مطالعات راهبردی در صنعت نفت و انرژی، 10 .62-29 ،)39(

صمصام شریعت، سیدمحمد رضا؛ آتش پور، سیدحمید و کامکار، منوچهر ) 1386 (. مقایسه عوامل موثر در اثربخشی 90- ،)32( تبلیغات تجاری از دید مردم و متخصصان تبلیغات. دانش و پژوهش در روانشناسی کاربردی، 9 .120

کبیری، زهرا و حکیم آرا، محمدعلی ) 1393 (. اثرگذاری تبلیغات تلویزیونی با جاذبه پیام طنز و ترس بر نگرش جوانان .81-98 .)79( نسبت به رعایت قوانین رانندگی. پژوه شهای ارتباطی. 21

یاوری فر، بابک؛ محمودی میمند، محمد؛ کریمی، اوژن و خادمی، سید موسی ) 1398 (. طراحی مدل هوشمندی بازاریابی با رویکرد مدلسازی تفسیری-ساختاری )مطالعه موردی: صنعت خودرو داخلی(. آینده پژوهی مدیریت .31-56 ،)116( )پژوهشهای مدیریت(، 30

Aghazadeh, H., Roshandel Arbatani, T., & Banifazel, S. (2015). A Model for Studying the Influence of the Media in Creating the Willingness to Invest in the Stock Market Through Advertising Messages. Media Studies, 10(29), 25-36.

Akan, P. (2007). Information content of magazine advertising in Turkey. Journal o Euromarketing, 16 (4), 33-47.

Al-Olayan, F. S., & Karande, K. (2000). A content analysis of magazine advertisements from the United States and the Arab world. Journal of Advertising, 29 (3), 69-82.

Anderson,S. P., & Renault, R. (2006). Advertising content. American Economic Review, 96(1),93-113.

Ashley, C., & Tuten, T. (2015).Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32 (1), 15-27.

Azar, A., & Bayat, K. (2009). Designing a Model For "Business Process-Orientation" Using Interpretive Structural Modeling Approach(ISM). Journal Of Information Technology Management,1(1), 3-18. [Persian] 

Baltas, G. (2003). Determinants of internet advertising effectiveness: an empirical study. International Journal of Market Research, 45(4),1-9.

Bashir, H., & Ja'fari Haftkhani, N. (2007). An Introduction to Application of Semiology in Analyzing Advertising Messages; Case Study of Newspaper Advertisements. Strategic Management Thought, 1(2), 151-188.

Becker, M. (2017).Advertising effectiveness: the role of content(Doctoral dissertation, Universität zu Köln).

Becker, M., & Gijsenberg, M. J. (2022). Consistency and Commonality in Advertising Content: Helping or Hurting?. International Journal of Research in Marketing.

Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative research in psychology, 14, 77-101.

Brito, P. Q., & Pratas, J. (2015). Tourism brochures: Linking message strategies, tactics and brand destination attributes. Tourism Management, 48, 123-138.

Catalano,A. (2013). Patterns of graduate students information seeking behavior:a meta-synthesis of the literature. Journal of Documentation.69(2), 243-274.

Chattopadhyay, T. (2010). The effects of message strategy and execution framework on teenage boy's processing of print advertisements in India. International Journal of Business Science & Applied Management (IJBSAM), 5 (2), 17-28.

Cummins, S., Reilly, T. M., Carlson, L., Grove, S. J., & Dorsch, M. J. (2014). Investigating the portrayal and influence of sustainability claims in an environmental advertising context. Journal of Macromarketing, 34 (3), 332-348.

Deng, T., Ekachai, D., & Pokrywczynski, J. (2022). Global COVID-19 advertisements: Use of informational, transformational and narrative advertising strategies. Health Communication, 37 (5), 628-636.

Dens, N., & Pelsmacker, P. D. (2010). How advertising strategy affects brand and USP recall for new brands and extensions. International Journal of Advertising, 29 (2), 165-194.

Esfidani, M.R., Keymasi, M., Ahmadi,S (2017). A Framework for Determining TV Advertising Strategies in Banking. Consumer Behavior Studies Journal, 3(3), 118-142.[Persian]

Ettehadmohkam, S., & Nazeri, A., & Sobhanifard, Y., & Faramarzi, S. (2018). Study Of Gestalt Visual Laws Of Perception Use In Billboard Advertising’s Graphic Design Case Study: Tehran’s Commercial Billboards In 2015-16. Bagh-E Nazar, 14(55 ), 83-98. [Persian]

Faisal, M., Banwet, D.K. and Shankar, R. (2006). Supply chain riskmitigation: modelling the enablers, Business Process Management,12(4):535-552.

Frazer, C. F.(1983).Creative strategy: A management perspective. Journal of advertising, 12(4),36-41.

Frazer, C. F., Sheehan, K. B., & Patti, C. H. (2002). Advertising strategy and effective advertising: Comparing the USA and Australia. Journal of Marketing Communications, 8 (3), 149-164.

Ganesan, D., Francina, V. J., & Rameshkumaar, V. P.(2019). Efeectiveness Of Corporate Responsibility Advertising Messages Of Automobile Companies Among Audience Perception. Technology, 10 (2), 934-941.

Golan, G. J., & Zaidner, L. (2008). Creative strategies in viral advertising: An application of Taylor’s six-segment message strategy wheel. Journal of computer-mediated communication, 13 (4), 959-972.

Guitart, I. A., & Stremersch, S. (2021). The impact of informational and emotional television ad content on online search and sales. Journal of Marketing Research, 58 (2), 299-320.

Jin,C.H. (2010).An empirical comparison of online advertising in four countries: Cultural characteristics and creative strategies. Journal of Targeting, Measurement and Analysis for Marketing, 18 (3), 253-261.

Johar, J. S., & Sirgy, M. J. (1991). Value-expressive versus utilitarian advertising appeals: When and why to use which appeal. Journal of advertising, 20 (3), 23-33.

Kabiri,, Z., & Hakimara, M. (2014). The Impact of TV Ads’ Humor and Fear Appeal on Youths’ Driving Attitude. Communication Research, 21(79), 81-98.

Kelley, S. W., & Turley, L. W. (2004). The effect of content on perceived affect of Super Bowl commercials. Journal of Sport Management, 18 (4), 398-420.

Khan Mohammadi,H; Seyed Javadin,S.R(2014).Characteristics of effective advertising messages in commercial insurance from the point of view of insurers. Quarterly Journal of Quantitative Studies in Management, 5(2),34-52

Kim, K., & Cheong, Y. (2011). Creative strategies of Super Bowl commercials 2001-2009: an analysis of message strategies. International Journal of Sports Marketing and Sponsorship.

Kim, Y. K., Yim, M. Y. C., Kim, E. A., & Reeves, W. (2021). Exploring the optimized social advertising strategy that can generate consumer engagement with green messages on social media. Journal of Research in Interactive Marketing.

Lancellotti, M. P., & Thomas, S. (2018). Men hate it, women love it: Guilty pleasure advertising messages. Journal of Business Research, 85, 271-280.

Laskey, H. A., Day, E., & Crask, M. R. (1989). Typology of main message strategies for television commercials. Journal of advertising, 18 (1), 36-41.

Lavidge, R. J., & Steiner, G. A. (1961). A Model for Predictive Measurements of Advertising Effectiveness. Journal of Marketing, 25(6), 59.

Lee, D., Hosanagar, K., & Nair, H. S. (2018). Advertising content and consumer engagement on social media: Evidence from Facebook. Management Science, 64 (11), 5105-5131.

Lee, T., Taylor, R. E., & Chung, W. (2011). Changes in advertising strategies during an economic crisis: An application of Taylor's six-segment message strategy wheel. Journal of Applied Communication Research, 39 (1), 75-91.

Liaukonyte, J., Teixeira, T., & Wilbur, K. C. (2015). Television advertising and online shopping. Marketing Science, 34 (3), 311-330.

Liu, X. (2022). Competitive pricing and advertising with spillover. Journal of Mathematical Economics,101(August) 102660.

Luzon, Y., Pinchover, R., & Khmelnitsky, E. (2022). Dynamic budget allocation for social media advertising campaigns: optimization and learning. European Journal of Operational Research, 299(1), 223-234.

Martenson, R. (1987). Advertising strategies and information content in American and Swedish advertising: A comparative content analysis in cross-cultural copy research. International Journal of Advertising, 6 (2), 133-144.

Marzouk, O., Salminen, J., Zhang, P., & Jansen, B. J. (2022). Which Message? Which Channel? Which Customer?: Exploring Response Rates in Multi-Channel Marketing Using Short-Form Advertising. Data and Information Management, 100008.

Menon, M. K., Goodnight, J. M., & Wayne, R. J. (2006). Assessing advertising content in a hospital advertising campaign: an application of Puto and Wells (1984) measure of informational and transformational advertising content. Journal of Hospital Marketing & Public Relations, 17 (1), 27-44.

Moon, Y. S., & Chan, K. (2005). Advertising appeals and cultural values in television commercialsA comparison of Hong Kong and Korea. International Marketing Review.

Moriarty, S. E. (1987). A content analysis of visuals used in print media advertising. Journalism Quarterly, 64 (2-3), 550-554.

Nagody-Mrozowicz, K., Siguencia, L. O., Chęcinska-Kopiec, A., & Budziński, Ł. (2019). Persuasion In the light of research on advertising messages. In society. integration. Education. Proceedings of the International Scientific Conference , 6 ( May), 412-419.

Noel, J. K., Babor, T. F., & Grady, J. J. (2018). Advertising content, platform characteristics and the appeal of beer advertising on a social networking site. Alcohol and Alcoholism, 53(5), 619-625.

Occa, A., Kim, S., Carcioppolo, N., Morgan, S. E., & Anderson, D. (2019). A Comparison of Metaphor Modality and Appeals in the Context of Skin Cancer Prevention. Journal of Health Communication, 1–11.

Pauwels, K; Bharat,S; Fisher, R; and Antia, K (2022, June 1). Should you change your ad messaging or execution? It depends on brand age. In the Applied Marketing Analytics: The Peer-Reviewed Journal, 8)1(, 43-54

Percy, L., & Rossiter, J. R. (1992). A model of brand awareness and brand attitude advertising strategies. Psychology & Marketing, 9 (4), 263-274.

Peter, C., & Ponzi, M. (2018). The risk of omitting warmth or competence information in ads: Advertising strategies for hedonic and utilitarian brand types. Journal of Advertising Research, 58 (4), 423-432.

Pintado, T., Sanchez, J., Carcelén, S., & Alameda, D. (2017). The effects of digital media advertising content on message acceptance or rejection: Brand trust as a moderating factor. Journal of Internet Commerce, 16 (4), 364-384.

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