Advertising Message Congruency and Life Style

A sample of Canadian housewives was exposed to three levels of life style advertising message congruency. On the basis of inferred product attributes, the results indicate that message-receiver congruence may be a valid marketing communications strategy.

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Bibliographic Details
Published in:	Journal of advertising Vol. 6; no. 1; pp. 29 - 32
Main Authors:	Greeno, D. W., Sommers, M. S.
Format:	Journal Article
Language:	English
Published:	Provo Taylor & Francis Group 1977 Board of Directors, American Academy of Advertising Taylor & Francis Ltd
Subjects:	Advertising Advertising research Communications Consumer research Cooking Lifestyles Marketing Meals Nutritional value Operations research Research design Teeth Canada
Online Access:	Get full text
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Description
Summary:	A sample of Canadian housewives was exposed to three levels of life style advertising message congruency. On the basis of inferred product attributes, the results indicate that message-receiver congruence may be a valid marketing communications strategy.
ISSN:	0091-3367 1557-7805
DOI:	10.1080/00913367.1977.10672676