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2012 | OriginalPaper | Chapter

Response to Probability Markers in Advertising of Hedonic and Utilitarian Services in Belgium and Croatia

Authors : Ivana Busljeta Banks, Patrick De Pelsmacker

Published in: Advances in Advertising Research (Vol. III)

Publisher: Gabler Verlag

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Abstract

Carlsberg’s “Probably…” campaigns, whose slogan has been seen in more than 100 versions of commercials and advertisements world-wide (Creative and Commercial Communications Ltd., 1998), are probably the best known example of the use of probability markers in advertising.

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Title: Response to Probability Markers in Advertising of Hedonic and Utilitarian Services in Belgium and Croatia
Authors: Ivana Busljeta Banks
Patrick De Pelsmacker
Publisher: Gabler Verlag
Book: Advances in Advertising Research (Vol. III)
Print ISBN: 978-3-8349-4290-6

Electronic ISBN: 978-3-8349-4291-3

Copyright Year: 2012
DOI: https://doi.org/10.1007/978-3-8349-4291-3_1