Apply the motivation-opportunity-ability model to measure the effectiveness of subway advertising

Kara Chan, Qiqi Li

Research output: Contribution to conferencePaperpeer-review

Original languageEnglish
Publication statusPublished - 23 Jun 2022
EventThe 20th International Conference on Research in Advertising (ICORIA 2022) - Prague, Czech Republic
Duration: 23 Jun 202225 Jun 2022
http://www.europeanadvertisingacademy.org/conference-2022/
http://icoria.org/

Conference

ConferenceThe 20th International Conference on Research in Advertising (ICORIA 2022)
Country/TerritoryCzech Republic
CityPrague
Period23/06/2225/06/22
Internet address

Scopus Subject Areas

  • Communication

User-Defined Keywords

  • media audiences
  • advertising effectiveness
  • Out-of-home advertising
  • advertising media planning
  • Hong kong

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