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This study examines two advertising strategies— documentation and visualization—on several measures of ad effectiveness across two different types of service offerings (utilitarian and hedonic). For both service types, a visualization strategy was found to have a positive effect on informativeness, perceived quality, and likelihood of use (but had no effect on uniqueness). As expected, the documentation strategy had a positive effect on all of the dependent measures within the hedonic service environment but had no effect in the utilitarian setting. This is consistent with dual processing theories and suggests that individuals are more attentive to various forms of documentary information (e.g., statistics, figures, charts, testimonials, comparisons) when the service offering provides hedonic value.

The next American president will confront a host of potential cataclysms: from a virulent financial crisis to a vicious terrorist enemy, nuclear proliferation to climate change. He'll need his country's brightest minds not his party's usual suspects. So the author asked 10 of the world's top thinkers to name the unlikely team that can best guide No. 44 through the turbulent years ahead. The 10 world's top thinkers are the following: Robert L. Gallucci, Christopher Betram, Gideon Rachman, Katrina Vanded Heuvel, Shashi Tharoor, Kishore Mahbubani, Cesare Merlini, Robert Baer, Grover Norquist, and Leslie H Gelb. Adapted from the source document.