In Ads, It Pays to Aim for the Heart
Apparently, the old saying, "It ain't what you say, it's how you say it," is true—at least according to research on the effectiveness of advertising, published this month by a B-school professor. "People don't want it to be true, but it is," says Robert Heath, a lecturer at the University of Bath School of Management, who published his finding in the December issue of the Journal of Advertising Research.
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