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Peer reviewedHilton, Chadwick B.; And Others – Journal of Marketing for Higher Education, 1993
A study tested responses of 201 upper division business students to 8 graduate business school recruitment ads with similar content but written in different styles. Results suggest that certain styles, independently and in combination, do affect perceptions on lower-order dimensions (ad interest, appeal, believability, clarity) but not broader…
Descriptors: Advertising, Business Administration Education, Comparative Analysis, Discourse Analysis
