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Full-Text Articles in Public Relations and Advertising
1998 November-December, Morehead State University. Office Of Athletics.
1998 November-December, Morehead State University. Office Of Athletics.
Morehead State Athletics Press Release Archives
Morehead State Athletics press releases from November to December of 1998.
1998 May-October, Morehead State University. Office Of Athletics.
1998 May-October, Morehead State University. Office Of Athletics.
Morehead State Athletics Press Release Archives
Morehead State Athletics press releases from May to October of 1998.
How Super Are Video Supers? A Test Of Communication Efficacy, Noel Murray, Lalita A. Manrai, Ajay K. Manrai
How Super Are Video Supers? A Test Of Communication Efficacy, Noel Murray, Lalita A. Manrai, Ajay K. Manrai
Business Faculty Articles and Research
Interest in the role of video supers-superimposed video presentations of verbal information-has grouwn among consumers, advertisers, the television networks, and public policymakers, as supers have become prevalent in television commercials. The authors empirically address the communications efficacy of video supers in a sample of 200 different commercials that contain video supers Drawing on a theory of modality effects, the authors examine the comprehensive of video supers relative to commercial content. The authors develop hypotheses and analyze structural determinants of video super comprehension, such as presence of a voice-over, rate of presentation, and presentation size. The findings are supportive of the …
1998 February-April, Morehead State University. Office Of Athletics.
1998 February-April, Morehead State University. Office Of Athletics.
Morehead State Athletics Press Release Archives
Morehead State Athletics press releases from February to April of 1998.
1998 January, Morehead State University. Office Of Athletics.
1998 January, Morehead State University. Office Of Athletics.
Morehead State Athletics Press Release Archives
Morehead State Athletics press releases from January of 1998.