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Type of publication: research article
Type of publication (PDB): Straipsnis recenzuojamoje užsienio tarptautinės konferencijos medžiagoje / Article in peer-reviewed foreign international conference proceedings (P1d)
Field of Science: Vadyba / Management (S003)
Author(s): Pilelienė, Lina;Grigaliūnaitė, Viktorija
Title: Impact of color temperature on the effectiveness of advertising spokesperson
Is part of: DEMSME 2017: International conference on Decision making for small and medium-sized enterprises, Ostrava, Czech Republic May 4-5, 2017: conference proceedings / editors P. Suchánek, R. Šperka, Š. Čemerková, R. Dolák. Karviná: Silesian University in Opava, School of Business Administration in Karviná, 2017
Extent: p. 164-170
Date: 2017
Keywords: Advertising color;Advertising effectiveness;Color temperature;Spokesperson
ISBN: 9788075102430
Abstract: Advertising spokesperson is one of the undeniably important factors affecting advertising effectiveness. However, advertising spokesperson has to have some particular features to be effective. Various previous researches resulted in determination of different features of advertising spokesperson and their effectiveness; i.e. type of a spokesperson (celebrity vs. a regular person); gender and race of a spokesperson; etc. were found to have an impact on the spokesperson’s effectiveness. However, the research on the impact of shooting color temperature on its effectiveness is still scarce. The aim of this paper is to fill this gap. Neuromarketing research methods were applied to substantiate the impact of color temperature on spokesperson effectiveness and to determine the guidelines for its usage in advertising
Affiliation(s): Marketingo katedra
Vytauto Didžiojo universitetas
Appears in Collections:3. Konferencijų medžiaga / Conference materials
Universiteto mokslo publikacijos / University Research Publications

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