Abstract
As consumers we are subject to various mediums of advertising including print, radio, and commercials. The going trend in advertising is to have a witty trope or metaphor which appeals to consumers. Each consumer interprets these tropes differently, creating a difference in opinions toward the advertised product. The success of an advertising campaign weighs heavily on how consumers will receive a particular message. This research introduces the RURRAL framework, a new innovative framework which determines if an advertising campaign is successful.
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© 2015 Jamin Gordon and Jun Wu
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Gordon, J., Wu, J. (2015). Say It without Saying It: How Consumers Interpret “Tropes” in Advertising and Its Impact on Campaign Success. In: Arora, A.S., Bacouël-Jentjens, S. (eds) Advertising Confluence: Transitioning Marketing Communications into Social Movements. International Marketing and Management Research. Palgrave Pivot, New York. https://doi.org/10.1057/9781137492265_6
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DOI: https://doi.org/10.1057/9781137492265_6
Publisher Name: Palgrave Pivot, New York
Print ISBN: 978-1-349-50458-9
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