Akademische Referenzen

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Batra, R., & Myers, JG (2003). The effectiveness of product advertising. Journal of Marketing Research, 40(4), 467-486. This study analyzes the complex mechanisms of product advertising and reveals its ability to raise consumer awareness and arouse desire and purchase motives. By emphasizing the cardinal rule of persuasive messaging, Batra and Myers underscore the enormous power of highlighting and promoting a product's exceptional features and benefits.
Rosengren, S., Carlsson, M., & Dahlén, M. (2011). Designing effective product advertising: A review india mobile database and synthesis. International Journal of Advertising, 30(4), 401-420. Rosengren and his colleagues synthesize the wealth of existing knowledge about the effectiveness of product advertising into a coherent narrative. The core of their findings is a creative tango between communicating product details and appealing to consumers emotionally. The paper serves as a harbinger for advertisers, inspiring them to fill their messages with imagination and relevance.
Stewart, DW, & Koslow, S. (1994). Advertising and brand positioning: The role of product category characteristics. Journal of Business Research, 33(2), 145-154. Stewart and Koslow's study of advertising navigates the murky waters of product category characteristics and their influence on advertising effectiveness. They argue that products that require deep immersion from customers due to their complexity or the size of the purchase can be successfully promoted by ads that provide rich, informative content.