JCIRA: Curious and Interesting
You’re listening to “Curious and Interesting,” a two-minute podcast on what’s new and intriguing in the world of advertising research. I’m Dr. Sukki Yoon, editor of the Journal of Current Issues and Research in Advertising.
JCIRA: Curious and Interesting
45.1-2: Advertising messages for nondrinkers
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Sukki Yoon
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Season 45
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Episode 1
Joyce M. Wolburg & Eric Haley (2024) Communicating with College Student Nondrinkers: Using the Six-Segment Message Strategy Wheel to Create Advertising Messages That Resonate, Journal of Current Issues & Research in Advertising, 45:1, 22-42, DOI: 10.1080/10641734.2023.2242900