The development of an argumentative perspective for use in examining marketing themes

dc.contributor.advisorThomas, David A.
dc.contributor.committeeMemberHeath, Robert L.
dc.contributor.committeeMemberNett, Roger W.
dc.contributor.committeeMemberJowett, Garth
dc.contributor.committeeMemberPickering, James
dc.creatorMichel, Mark Lloyd
dc.description.abstractThe major purpose of this thesis was to help illustrate that an advertising/marketing message or theme could be developed more effectively by using an effective argumentation model in forming the message. Research was based mostly in the fields of information processing and argumentation theory. A qualitative study was presented in which women shoppers were asked to choose from several simulated advertising messages and select the response which would most likely prompt purchase behavior. The results of the study, though somewhat limited, were in direct support of the major purpose of the thesis.
dc.description.departmentCommunication, Jack J. Valenti School of
dc.format.digitalOriginreformatted digital
dc.rightsThis item is protected by copyright but is made available here under a claim of fair use (17 U.S.C. Section 107) for non-profit research and educational purposes. Users of this work assume the responsibility for determining copyright status prior to reusing, publishing, or reproducing this item for purposes other than what is allowed by fair use or other copyright exemptions. Any reuse of this item in excess of fair use or other copyright exemptions requires express permission of the copyright holder.
dc.subjectPositioning (Advertising)
dc.titleThe development of an argumentative perspective for use in examining marketing themes
dcterms.accessRightsThe full text of this item is not available at this time because it contains documents that are presumed to be under copyright and are accessible only to users who have an active CougarNet ID. This item will continue to be made available through interlibrary loan. of Liberal Arts and Social Sciences, School of of Houston of Arts


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