Essays about: "Claim Extremity"

Found 1 essay containing the words Claim Extremity.

  1. 1. Exaggerate or understate?: The effects of unexpected levels of claim extremity and message explicitness on advertising effectiveness.

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Robin Reznik; [2008]
    Keywords : Claim Extremity; Message Explicitness; Expectations; Advertisement Effectiveness;

    Abstract : What is the preferred level and form of claim extremity in brand communication? Imagine Czech car maker Skoda’s next ad campaign, promising “The most exclusive car in the world”. Maybe not the most intuitive ad you would think of. READ MORE