Advertising appeal plays a significant role in the execution of advertising. In service advertising, they are of more importance because of the peculiar characteristics of services. This study attempts to investigate the impact of emotional and rational appeal on service advertising. This study also studies the impact of typology of service as a moderating variable in the relation of advertisin...

This feels a fit, even urgent, moment to celebrate our books and the role they play vis-à-vis law, courts, truth. As this issue goes print, nation’s highest court faces forceful criticism that some of its most significant decisions have been detached from objective fact. In recent Terms, Supreme Court’s majority has doubled down on deciding major constitutional questions based “history traditio...

The PF algorithm, discussed in HD92], computes changes to a materialized view when the underlying base relations change. The algorithm considers each changed base relation in turn and propagates the changes to the derived relations. We propose ways of making this propagation process eecient by exploiting stratiication Ull89] of programs and by storing and reusing some of the information derived...

We want to thank the authors for responding to our paper and for apprising readers as to the effects of the new information technologies in Asian educational settings. We think Miyake has characterized our argument very accurately and succinctly. As she points out the equity issues we raise are exacerbated in Asia because the resources available through new technologies are mostly in English. B...