手段-目的連鎖理論に基づく広告効果の分析
Published in Hiroshima University Acedemic Information Repository (Hiroshima University) • Feb 26, 1990
NobleIDNI8P22W76R65S00
Authors:,
Hiromi Fukada
Yasunao Ohtsubo
Abstract
This study was designed to examine the validity of advertising assessment based on the NECCAS (Means-End Conceptualization of Components for Advertising Strategy) model. Three TV commercials of shampoo were assessed on the basis of the value-structual map that shows the means-end chain. And the rela...
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