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Full-Text Articles in Social and Behavioral Sciences
The Impact Of Message Sequencing In The New Product Introduction Process: Boosting Message Retention And Its Impact On Product Attitude, Bobi Ivanov, Kimberly A. Parker, Jeanetta D. Sims, Chan Yun Yoo
The Impact Of Message Sequencing In The New Product Introduction Process: Boosting Message Retention And Its Impact On Product Attitude, Bobi Ivanov, Kimberly A. Parker, Jeanetta D. Sims, Chan Yun Yoo
Atlantic Marketing Journal
This study focused on providing a more nuanced understanding of the message retention-attitude (cognition-affect) relationship in new product introductions. Using advertising and publicity as independent and combined promotional tools, this study aims to determine an effective approach to strengthen the retention-attitude relationship as well as the level of new product information retention and, through it, the attitude toward the product. To that end, a two-phase experiment was conducted involving 423 participants. The results revealed that publicity, compared to advertising, in general, was a more effective strategy in boosting retention and that the publicity-publicity sequence strategy was the most effective in …
Calypso: Effecting Conflict Transformation Through The Indigenous Calypso Art-Form, Edward M. Phillips
Calypso: Effecting Conflict Transformation Through The Indigenous Calypso Art-Form, Edward M. Phillips
Journal of Global Initiatives: Policy, Pedagogy, Perspective
The calypso, which forms an integral part of the carnival celebrations of the Republic of Trinidad and Tobago, is a syncretic popular art-form that has its origin in Africa. The art-form, having been influenced and adapted by the experiences of enslaved Africans in the Diaspora, has been fused in the vortex of plantation society. Today, the music of carnival has evolved considerably, with the calypso becoming one of the cornerstones of the carnival celebration. This paper looks at aspects of the subset of political calypsos that offer commentary on the socio-political and/or economic issues in the Republic of Trinidad and …