Customer Relationship Stage and the Use of Picture-Dominant versus Text-Dominant Advertising: A Field Study

Material TypeArticleLanguageEnglish
TitleCustomer Relationship Stage and the Use of Picture-Dominant versus Text-Dominant Advertising: A Field Study Author(S)MICHAEL LEWIS (Author)
Abstract  This research reports the results of two field experiments designed to help determine what format of email advertising is most effective with customers at different lifecycle stages. The experiments examine customer response to picture-dominant versus text-dominant advertising ...PaginationP263-280
SubjectCommerceDescriptorsRetail trade
Journal TitleJournal of Retailing  
Permanent Linksclick here