TESTING CASC SCALE FOR MEASURING EMOTIONAL AND RATIONAL ADVERTISING AND MEDIA EFFECTS
Researching effects of media and advertising demands a search for a cost efficient, quick and verified method of testing the its emotional as well as rational effects on consumers. Thus a CASC (Communication Analytic and Syncretic Cognitions) scale was developed to meassure advertising effects and w...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
CEOs Ltd.
2013-05-01
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| Series: | Innovative Issues and Approaches in Social Sciences |
| Subjects: | |
| Online Access: | http://www.iiass.com/pdf/IIASS-volume6-number2-article6.pdf |