TY  - JOUR
AB  - Successful advertising must attract attention, communicate clearly, and ideally be memorable for optimum impact. The basic processes of encoding and decoding underlie successful communication, but advertisers often neglect to test for accessibility by visually‐disabled persons. The present paper will present a framework for detecting information‐processing problems and illustrate the use of this framework by analyzing the responses of color‐deficient consumers.
VL  - 18
IS  - 4
SN  - 0736-3761
DO  - 10.1108/07363760110392985
UR  - https://doi.org/10.1108/07363760110392985
AU  - Kaufman‐Scarborough Carol
PY  - 2001
Y1  - 2001/01/01
TI  - Accessible advertising for visually‐disabled persons: the case of color‐deficient consumers
T2  - Journal of Consumer Marketing
PB  - MCB UP Ltd
SP  - 303
EP  - 318
Y2  - 2024/04/25
ER  -