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Effectiveness of E-mail Marketing in Korea: What Types of E-mail Ads Are Being Read?
Unformatted Document Text:  Effectiveness of E-mail Marketing 16 Douglas, M. S., & Aaker, D. A.(1988). Are all the effects of ad-induced feelings mediated by a subscript ad? Journal of Consumer Research, 15, 368-373. Flint, A. (2001). E-mail marketing: Strategies, stats, techniques, and tools. Marketing Reports – E- mail Marketing, Retrieved Oct. 20, 2002, from http://www.emarketer.com/products/report.php?email_mktg Hofacker, C. F., & Murphy, J. (1998). World Wide Web banner advertisement copy testing. European Journal of Marketing, 32(7/8), 703-712. Holbrook, M. B., & Batra, R. (1986). Assessing the role of emotions as mediators of consumer responses to advertising. Journal of Consumer Research, 14 (December), 404-420. Janiszewski, C. (1988). Preconscious processing effect: The independence of attitude formation and conscious thought. Journal of Consumer Research, 5(September), 199-209. Ju-Pak, K.-H. (1999). Content dimensions of web advertising: A cross-national comparison. International Journal of Advertising, 18(2), 207-231. Kim, T., & Biocca, F. (1997). Telepresence via television: Two dimensions of telepresence may have different connections to memory and persuasion. Journal of Computer-Mediated Communication, 3(2). Lee, D. -W. (1997). Analysis on Messages of Internet Home Page Ads (Translated). Korean Journal of Advertising, 36, 235-237. Li, H. (1998), What makes users click on a banner ad: Two field experimental studies of banner ad size, type and incentive. Proceedings of the Conference of the American Academy of Advertising. Li, H., & Bukovac, J. (1999). Cognitive impact of banner ad characteristics: An experimental study. Journalism & Mass Communication Quarterly, 76(Summer), 341-353. Lutz, R. J. (1985). Affective and cognitive antecedents of attitude toward the ad: a conceptual framework. In L. Alwitt & A. Mitchell(Eds). Hillsdale, NJ: Erlbaum. 45-63. Lutz. R. J. (1991). The role of attitude in marketing. In H. H. Kassarjian & T. S. Robertson(Eds.). Perspectives in Consumer Behavior. 317-339. Engelwood Cliffs, NJ:Prentice-Hall International, Inc.

Authors: Won, Woo-Hyun., Lee, Jiyoung. and Lee, Joo-Hyun.
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Effectiveness of E-mail Marketing 16
Douglas, M. S., & Aaker, D. A.(1988). Are all the effects of ad-induced feelings mediated by a
subscript ad? Journal of Consumer Research, 15, 368-373.
Flint, A. (2001). E-mail marketing: Strategies, stats, techniques, and tools. Marketing Reports – E-
mail Marketing, Retrieved Oct. 20, 2002, from
http://www.emarketer.com/products/report.php?email_mktg
Hofacker, C. F., & Murphy, J. (1998). World Wide Web banner advertisement copy testing.
European Journal of Marketing, 32(7/8), 703-712.
Holbrook, M. B., & Batra, R. (1986). Assessing the role of emotions as mediators of consumer
responses to advertising. Journal of Consumer Research, 14 (December), 404-420.
Janiszewski, C. (1988). Preconscious processing effect: The independence of attitude formation
and conscious thought. Journal of Consumer Research, 5(September), 199-209.
Ju-Pak, K.-H. (1999). Content dimensions of web advertising: A cross-national comparison.
International Journal of Advertising, 18(2), 207-231.
Kim, T., & Biocca, F. (1997). Telepresence via television: Two dimensions of telepresence may
have different connections to memory and persuasion. Journal of Computer-Mediated Communication,
3(2).
Lee, D. -W. (1997). Analysis on Messages of Internet Home Page Ads (Translated). Korean
Journal of Advertising, 36, 235-237.
Li, H. (1998), What makes users click on a banner ad: Two field experimental studies of banner ad
size, type and incentive. Proceedings of the Conference of the American Academy of Advertising.
Li, H., & Bukovac, J. (1999). Cognitive impact of banner ad characteristics: An experimental
study. Journalism & Mass Communication Quarterly, 76(Summer), 341-353.
Lutz, R. J. (1985). Affective and cognitive antecedents of attitude toward the ad: a conceptual
framework. In L. Alwitt & A. Mitchell(Eds). Hillsdale, NJ: Erlbaum. 45-63.
Lutz. R. J. (1991). The role of attitude in marketing. In H. H. Kassarjian & T. S. Robertson(Eds.).
Perspectives in Consumer Behavior. 317-339. Engelwood Cliffs, NJ:Prentice-Hall International, Inc.


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