Browsing Charles H. Dyson School of Applied Economics and Management by Author "Wang, Lu"

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    • Influence of advertising attributes on audio ad effectiveness 

      Xu, Lingyi; Wang, Lu; Yu Yingying (2018-05)
      This research focuses on the key attributes of audio advertising. Content analysis are conducted for the 121 audio ads objects with labels of attributes. Regression models and cluster analysis are then conducted based on ...