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dc.contributor.advisorCameron, Glen T.eng
dc.contributor.authorLee, Kyungkueng
dc.date.issued2017eng
dc.date.submitted2017 Springeng
dc.descriptionDr. Glen Cameron, Thesis Supervisor.eng
dc.descriptionField of study: Journalism.eng
dc.description"May 2017."eng
dc.description.abstractDue to the competitive advertising environment, marketers have been employing different executional factors including humor and narrative feature within the advertising. Based on the Network of Model of Memory, Baker, Honea, and Russell (2004) examined whether the brand name placement influences on the way people perceive the advertising and brand information retention. As an extension of Baker et al.'s study, this study examines the role of narrative features within the advertising, prior attitude, and brand name placement. But the present findings are not consistent with Baker et al.'s study that early presentation of the brand name does not elicit better attitude toward the advertising, brand. Findings also show that there is no significant effect on memory retention. Keywords: Brand name placement, prior attitude, narrative advertising, network model of memoryeng
dc.description.bibrefIncludes bibliographical references (pages 39-43).eng
dc.format.extent1 online resource (vi, 43 pages) : color illustrationseng
dc.identifier.merlinb129177027eng
dc.identifier.oclc1098178947eng
dc.identifier.urihttps://hdl.handle.net/10355/63377
dc.identifier.urihttps://doi.org/10.32469/10355/63377eng
dc.languageEnglisheng
dc.publisherUniversity of Missouri--Columbiaeng
dc.rightsOpenAccess.eng
dc.rights.licenseThis work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 License.eng
dc.sourceSubmited to University of Missouri--Columbia Graduate School.eng
dc.titleIf you are feeling confident enough, do not hesitate to reveal who you really are : extension of Baker, Honea, and Russell (2004)eng
dc.typeThesiseng
thesis.degree.disciplineJournalism (MU)eng
thesis.degree.grantorUniversity of Missouri--Columbiaeng
thesis.degree.levelMasterseng
thesis.degree.nameM.A.eng


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