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Picture-Word Consistency and the Elaborative Processing of Advertisements
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Publications
Picture-Word Consistency and the Elaborative Processing of Advertisements
Picture-Word Consistency and the Elaborative Processing of Advertisements
MH
Michael J. Houston
Michael J. Houston
TC
Terry L. Childers
Terry L. Childers
SH
Susan E. Heckler
Susan E. Heckler
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1 November 1987
journal article
Published by
JSTOR
in
Journal of Marketing Research
Vol. 24
(4)
,
359
https://doi.org/10.2307/3151383
Abstract
Many advertisers believe the pictorial and verbal components of an ad should convey the same meaning. Based on theoretical and empirical evidence from a variety...
Keywords
ADVERTISEMENTS
ELABORATIVE PROCESSING
PICTURE WORD CONSISTENCY
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Open Access
Cited by 121 articles