A cross-cultural study of the persuasive effect of fear appeal messages in cigarette advertising: China and Canada

Article Abstract:

A study of the effect of fear appeal in cigarette advertising on 173 Anglo-Canadians and 180 Chinese subjects resulted in a finding that the social fear ads had greater effect on the Anglo subjects and that the Chinese scored lower on attitude toward smoking as well as on behavioural intentions.

Cigarettes, Cigarette Manufacturing, Statistical Data Included, China, Canada, Smokers, Tobacco industry, Fear

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Agency-client chemistry: demographic and psychographic influences

Article Abstract:

Interpersonal rapport and effective communications are an integral factor of successful relationships between buyer and seller. A study investigates whether these aspects contributed to the decline in length of agency-client relationships seen during the decade of the 90's.

Advertising agencies, Demographic aspects, Client development, Commercial agents

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Agency beliefs in the power of advertising

Article Abstract:

A study of Australian advertising practitioners's beliefs in the power of advertising is reported.

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