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Social and Behavioral Sciences Commons™
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Full-Text Articles in Social and Behavioral Sciences
The Effect Of Advertorial Format And Copy Length On Attitudes Of Female (Target) And Male (Non-Target) Audiences, Cynthia B. Hanson
The Effect Of Advertorial Format And Copy Length On Attitudes Of Female (Target) And Male (Non-Target) Audiences, Cynthia B. Hanson
Atlantic Marketing Journal
This study investigates the effect of the advertorial format and ad copy length on ad and brand attitude. Results of a 2 (advertorial versus non-advertorial) by 2 (light versus moderate copy length) study indicate that the advertorial format generated more favorable ad and brand attitudes for the female (target) subjects, but less favorable attitudes for the male (non-target) subjects. A marginally significant gender by copy length interaction suggests a differential effect of copy length for the male sample, as well: ad and brand attitudes were higher for lighter copy ads for the female sample but lower for the male sample. …
Women's Role In Enhancing Innovation In Livestock Farming: A Gender Perspective, Amailuk Joseph R., Nasubo Fred E., Njeri Njoroge E.
Women's Role In Enhancing Innovation In Livestock Farming: A Gender Perspective, Amailuk Joseph R., Nasubo Fred E., Njeri Njoroge E.
Young African Leaders Journal of Development
Livestock accrues benefits to women that include food, income and insurance against crop failure. This gives rise to the need for gender-friendly policies that promote and encourage women to own livestock. Women remain in the ranks of poor livestock keepers, although they make up two-thirds of the population of livestock keepers. Factors that influence livestock productivity among women range from rights to land, access to high yield breeds, application of new technologies and practices, access to education and extension services, and rigid cultural systems among others. These factors handled in a gender sensitive manner would go a long way to …