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Volume :23 Issue : 2 2016      Add To Cart                                                                    Download

Advertising Tactics as a Moderator Variable between Persuasive Knowledge and Customer Response Pattern: A Comparative Study between Convenience and Shopping Goods

Auther : Mohamed M. Ibrahim

Nowadays there is a debate about the relationship between advertising and children, where many child advocates and scholars have expressed concerns about fairness of advertising targeted at children. However, it is unlikely that all adults have a perfect or ideal advertising understanding. In this context, the literature indicates that the comparison between adult and child levels is completely missing. Therefore, as yet, no conclusions can be drawn about the difference in advertising knowledge level between children and adults. In fact, there is a paucity of theorizing about adult understanding of advertising. The aim of this research is to provide a framework that investigates the type of persuasive knowledge that should be involved in every tactic and explores the relationship between advertising tactics and response options. Eventually, the aim is to explore the extent to which both advertisers and customers (children and adults) understand the targeted response in order to bridge the gap between the two points of view. The study employs the research design (children & adults) x2 (convenience goods & shopping goods) x2 (advertisers & customers) to address the research objectives.

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Nov 19, 2019

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