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Advertising2
Commercial Art2
Communication Research2
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Fund Raising1
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Journal of Applied…2
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Bush, Alan J.1
Das, Enny1
Gresham, Larry G.1
Kerkhof, Peter1
Kuiper, Joyce1
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Improving the Effectiveness of Fundraising Messages: The Impact of Charity Goal Attainment, Message Framing, and Evidence on Persuasion
Peer reviewed Peer reviewed
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Das, Enny; Kerkhof, Peter; Kuiper, Joyce – Journal of Applied Communication Research, 2008
This experimental study assessed the effectiveness of fundraising messages. Based on recent findings regarding the effects of message framing and evidence, effective fundraising messages should combine abstract, statistical information with a negative message frame and anecdotal evidence with a positive message frame. In addition, building on…
Descriptors: Advertising, Commercial Art, Experimental Programs, Fund Raising
Research Note, The Communication Effect of Animation.
Peer reviewed Peer reviewed
Bush, Alan J.; Gresham, Larry G. – Journal of Applied Communication Research, 1986
Synthesizes existing knowledge regarding the communication effects of animation and empirically assesses some of these effects. Results of this confirm that animation can be a viable method of advertising. (SRT)
Descriptors: Advertising, Animation, Commercial Art, Communication Research