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consumer what they want. Advertising Value evokes both positive and nega- tive emotions that are understood to be antecedent influences on overall atti- tudes. Figure 1.12 demonstrates Mean responses to selected items taken from Journal of Advertising research, September-October 1996. Advertising Values are collected from previous studies of R. Ducoffe 1995 and demon- strates that Advertising Value is a general index collected from each Item and it reflects central idea of the thesis work based on Advertising Value Scale Items (1996). According to previous studies, Advertising Value was created as depended variable and included general feature from each of hypothesis. For example, Advertising Value model from Ducoffe 1996 included such characteristics from Informativeness as Useful and it was asked at the questions with basic stand- ing of Informativeness. For this work, Advertising Value questions were based on general understanding of each hypothesis and asked on the survey as well. 1.12-Mean response to selected items, n=318. 53PDF Image | YouTube as an advertising platform
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