| Автор | Rouse, Ruby A. |
| Дата выпуска | 1991 |
| dc.description | Work by both advertising and health researchers has independently yielded hierarchy of effects models which can be used to predict campaign success. Unfortunately, however, previous work has been criticized as "common sense" approaches which are more "assumed" than "proven." This analysis argues that much of the problem is due to the lack of precision often associated with over-simplified "uni-dimenstional" models. Instead, this perspective synthesized a "two-dimensional" health hierarchy of effects model and outlines a pragmatic strategy for campain measurement. |
| Формат | application.pdf |
| Издатель | Taylor & Francis Group |
| Копирайт | Copyright Taylor and Francis Group, LLC |
| Название | A Health Hierarchy of Effects Model |
| Тип | research-article |
| DOI | 10.1300/J026v09n01_05 |
| Electronic ISSN | 1545-0864 |
| Print ISSN | 0735-9683 |
| Журнал | Health Marketing Quarterly |
| Том | 9 |
| Первая страница | 43 |
| Последняя страница | 68 |
| Аффилиация | Rouse, Ruby A.; San Antonio, TX, 78232-4256 |
| Выпуск | 1-2 |
