L'impact de l'ajout de relief sur un support publicitaire d'un produit alimentaire hédoniste

Abstract : In an increasingly competitive world, advertising strategies rely more and more on sensory marketing in order the message to be received by the target. Our paper focuses on the visual and tactile impact following exposition to advertising with embossed design. An experiment combining qualitative observations and quantitative measures is a way to evaluate the impact of the embossed design on the desire to touch, the brand memorization, the intention to buy and the realism of the product representation.
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Fanny Thomas, Bruno Ferreira, Sonia Capelli. L'impact de l'ajout de relief sur un support publicitaire d'un produit alimentaire hédoniste. 9ème Journée AFM du Marketing Agroalimentaire, Sep 2013, montpellier, France. ⟨hal-00905570v2⟩

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