Review of Hierarchy-of-Effects (Hoe) models and higher education advertising in Malaysia

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Review of Hierarchy-of-Effects (Hoe) models and higher education advertising in Malaysia

The most enduring and controversial models of advertising effectiveness are the Hierarchy-of-effects (HOE) models, which are of particular interest to researchers in marketing and advertising. This paper gives emphasis on the selection of these hierarchical models in the context of Higher Education...

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Bibliographic Details
Main Authors:	Yaakop, Azizul Yadi, Mahadi, Nomahaza, Ariffin, Zailin Zainal, Omar, Siti Sarah
Format:	Article
Published:	Academic Research Publishing Group 2018
Subjects:	LB Theory and practice of education T60-60.8 Work measurement. Methods engineering
Online Access:	http://eprints.uthm.edu.my/4231/

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