Extended Abstract: Hard- And Soft-Sell Marketing In White Papers
2017 IEEE INTERNATIONAL PROFESSIONAL COMMUNICATION CONFERENCE (PROCOMM)(2017)
摘要
Despite their common use as a marketing tool, high-tech white papers have received little attention from researchers. Many believe the "soft-sell" approach to marketing in a white paper is critical but not well understood. The research in progress, which is described in this extended abstract, focuses on testing a text analysis tool's ability to predict the type of advertising appeals made in white papers.
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关键词
Call to action, content analysis, marketing appeals, text analysis
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