4 Publications
2012
Print advertising: Executional factors and the RPB Grid
Huhmann, Bruce A⋅Franke, George R and Mothersbaugh, David L
Journal of Business Research, vol. 65, (no. 6), Jun 2012. | Journal Article
2004
Information Content and Consumer Readership of Print Ads: A Comparison of Search and Experience Products
Franke, George R⋅Huhmann, Bruce A and Mothersbaugh, David L
Academy of Marketing Science. Journal, vol. 32, (no. 1), pp. 20-31, Winter 2004. | Journal Article
2002
Combinatory and Separative Effects of Rhetorical Figures on Consumers' Effort and Focus in Ad Processing
Mothersbaugh, David L⋅Huhmann, Bruce A and Franke, George R
The Journal of Consumer Research, vol. 28, (no. 4), pp. 589-602, 2002. | Journal Article
 
Rhetorical figures in headings and their effect on text processing: The moderating role of information relevance and text length
Huhmann, Bruce A⋅Mothersbaugh, David L and Franke, George R
IEEE Transactions on Professional Communication, vol. 45, (no. 3), pp. 157-169, Sep 2002. | Journal Article