Model-based development and testing of advertising messages: A comparative study of two campaign proposals based on the Meccas paradigm and a conventional approach

Tino Bech-Larsen; Klaus G. Grunert

Model-based development and testing of advertising messages: A comparative study of two campaign proposals based on the Meccas paradigm and a conventional approach

Research output: Contribution to conference › Paper › Research

Translated title of the contribution	Model-based development and testing of advertising messages: A comparative study of two campaign proposals based on the Meccas paradigm and a conventional approach
Original language	English
Publication date	1998
Publication status	Published - 1998
Event	ANZMAC 98 Conference - Dunedin, New Zealand Duration: 30 Nov 1998 → 2 Dec 1998

Conference

Conference	ANZMAC 98 Conference
Country/Territory	New Zealand
City	Dunedin
Period	30/11/1998 → 02/12/1998

Keywords

HHÅ forskning
MAPP

Cite this

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title = "Model-based development and testing of advertising messages: A comparative study of two campaign proposals based on the Meccas paradigm and a conventional approach",

keywords = "HH{\AA} forskning, MAPP, HH{\AA} forskning, MAPP",

author = "Tino Bech-Larsen and Grunert, {Klaus G.}",

note = "Haves ikke HH{\AA}; ANZMAC 98 Conference ; Conference date: 30-11-1998 Through 02-12-1998",

year = "1998",

language = "English",

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TY - CONF

T1 - Model-based development and testing of advertising messages: A comparative study of two campaign proposals based on the Meccas paradigm and a conventional approach

AU - Bech-Larsen, Tino

AU - Grunert, Klaus G.

N1 - Haves ikke HHÅ

PY - 1998

Y1 - 1998

KW - HHÅ forskning

KW - MAPP

KW - HHÅ forskning

KW - MAPP

M3 - Paper

T2 - ANZMAC 98 Conference

Y2 - 30 November 1998 through 2 December 1998

ER -