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- Title
Complexity of Print Advertising: Theoretical Insights.
- Authors
PILELIENĖ, Lina; GRIGALIŪNAITĖ, Viktorija
- Abstract
The article presents theoretical aspects of print advertising complexity. The insights of Lithuanian and foreign authors are analysed achieving to determine the dimensions of complexity of print advertising. As a result of the research, advertising complexity can have visual, verbal and /or informational basis. Moreover, every of the three dimensions is composed of particular inherent components, which form the complexity of dimension as well as advertisement complexity. Trying to construct the foundation for further research on advertising complexity, the results of theoretical analysis are concluded with the model of advertising complexity.
- Subjects
PRINT advertising; COMPUTATIONAL complexity; INFORMATION resources; ELECTRONIC data processing; ADVERTISING
- Publication
Management of Organizations: Systematic Research, 2014, Issue 70, p65
- ISSN
1392-1142
- Publication type
Article
- DOI
10.7220/MOSR.1392.1142.2014.70.5