| Автор | Trebbi, George G. |
| Автор | Hayes, Thomas J. |
| Автор | Walker, Mary |
| Дата выпуска | 1999 |
| dc.description | ABSTRACTThis research examines the evaluation of legal television advertisements and the lawyers or law firms represented by these advertisements. Three hypotheses are tested concerning the evaluation of the ads relative to a lawyer's professionalism and personal demeanor, likelihood of choosing a law firm based on a portrayal of desirable characteristics and the varying ability of the ad to attract the consumer depending on whether one is a plaintiff or defendant. Results indicate that ads perceived with more professionalism are evaluated more favorably. Differences in evaluations by potential plaintiffs and defendants were only marginally supported. |
| Формат | application.pdf |
| Издатель | Taylor & Francis Group |
| Копирайт | Copyright Taylor and Francis Group, LLC |
| Название | Characteristics of Lawyers Portrayed in Television Advertising: The Effects of Preference, Client-Role and Advertisement Type |
| Тип | research-article |
| DOI | 10.1300/J090v19n01_06 |
| Print ISSN | 0748-4623 |
| Журнал | Journal of Professional Services Marketing |
| Том | 19 |
| Первая страница | 73 |
| Последняя страница | 89 |
| Аффилиация | Trebbi, George G.; Xavier University |
| Аффилиация | Hayes, Thomas J.; Xavier University |
| Аффилиация | Walker, Mary; Xavier University |
| Выпуск | 1 |
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