| dc.contributor.advisor | Kilbourne, William | |
| dc.contributor.author | Brown, William John | |
| dc.date.accessioned | 2016-05-20T20:33:19Z | |
| dc.date.available | 2016-05-20T20:33:19Z | |
| dc.date.issued | 1981-12 | |
| dc.identifier.uri | https://hdl.handle.net/11244/34756 | |
| dc.description.abstract | Scope and Method of Study: This study performs a test of the effectiveness of embedding in advertising. The sample consisted of 69 students enrolled in upper division Marketing classes in the College of Business Administration at Oklahoma State University. The testing was in two phases. First, two sets of matched advertisements were rated on semantic differential scales to measure attitude. Second, a paired comparison test was utilized to determine the effect of the embed on preference. | |
| dc.description.abstract | Findings and Conclusions: The results were not inconsistent with expectations. Each phase of the testing supported the position that the effectiveness of embedding in advertising is questionable. The findings in the first phase did not indicate a positive relationship between the embed stimuli and the perception of the advertisement. The results from the paired comparison tests illustrated that preference was little more than chance. | |
| dc.format | application/pdf | |
| dc.language | en_US | |
| dc.rights | Copyright is held by the author who has granted the Oklahoma State University Library the non-exclusive right to share this material in its institutional repository. Contact Digital Library Services at lib-dls@okstate.edu or 405-744-9161 for the permission policy on the use, reproduction or distribution of this material. | |
| dc.title | Exploratory study on the effectiveness of embedding in advertising | |
| osu.filename | Thesis-1981R-B881e.pdf | |
| osu.accesstype | Open Access | |
| dc.type.genre | Master's Report | |
| dc.type.material | Text | |
| thesis.degree.discipline | Business Administration | |
| thesis.degree.grantor | Oklahoma State University | |
