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Author : Alexandra Vignolles
Publisher : Springer Nature
ISBN 13 : 3658447133
Total Pages : 268 pages
Book Rating : 4.6/5 (584 download)
Download or read book Advances in Advertising Research XIV written by Alexandra Vignolles and published by Springer Nature. This book was released on with total page 268 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Pamela Walker Laird
Publisher : JHU Press
ISBN 13 : 9780801866456
Total Pages : 520 pages
Book Rating : 4.8/5 (664 download)
Download or read book Advertising Progress written by Pamela Walker Laird and published by JHU Press. This book was released on 2001-02-21 with total page 520 pages. Available in PDF, EPUB and Kindle. Book excerpt: Contains primary source material.
Author : John R. Rossiter
Publisher : Springer Science & Business Media
ISBN 13 : 144198738X
Total Pages : 122 pages
Book Rating : 4.4/5 (419 download)
Download or read book Advanced Media Planning written by John R. Rossiter and published by Springer Science & Business Media. This book was released on 2011-06-27 with total page 122 pages. Available in PDF, EPUB and Kindle. Book excerpt: Media planning consists of formulating a media strategy to deliver the creative so as to best meet the brand's advertising objectives, and then implementing that strategy in an accurate and cost-effective manner. Given that approximately ninety percent of advertising dollars are spent in media, a sound understanding of media planning is essential for the researcher and professional media planner alike. Although this book provides a novel and advanced approach to media planning, the basics are covered as well, making the book suitable for trainees. The authors argue that current media planning is still too conventional, that while reach and frequency are not incorrect, they are certainly too simplistic for modern media planning. This book introduces the advanced concept of using reach patterns in making the reach decision, and develops the method of factoring in effective frequency when making the frequency decision. Reach patterns are an entirely new concept. Effective frequency, while not new, needs proper definition and an operational formula for its calculation, both of which are provided here. Other new concepts are introduced and shown to be necessary for choosing an appropriate media strategy. The media planning software, `Media Mania', designed by Peter Danaher, can be downloaded using the following link: http://www.mbs.edu/Media-Mania-Software/.
Author : Vesna Zabkar
Publisher : Springer
ISBN 13 : 365818731X
Total Pages : 294 pages
Book Rating : 4.6/5 (581 download)
Download or read book Advances in Advertising Research VIII written by Vesna Zabkar and published by Springer. This book was released on 2017-06-15 with total page 294 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book addresses challenges in research and management pertaining to the media, contents, and audiences in our current era of (dis)engagement. These challenges relate to the evidence pointing to increasing/decreasing interactions between actors in social, cultural, and economic systems. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 15th International Conference in Advertising (ICORIA) which was held in Ljubljana (Slovenia) in July 2016. The conference gathered more than 130 participants from various countries from nearly all continents.
Author : Kenneth D. Bahn
Publisher : Springer
ISBN 13 : 3319170465
Total Pages : 556 pages
Book Rating : 4.3/5 (191 download)
Download or read book Proceedings of the 1988 Academy of Marketing Science (AMS) Annual Conference written by Kenneth D. Bahn and published by Springer. This book was released on 2015-05-08 with total page 556 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume includes the full proceedings from the 1988 Academy of Marketing Science (AMS) Annual Conference held in Montreal, Canada. It provides a variety of quality research in the fields of marketing theory and practice in areas such as consumer behaviour, marketing management, marketing education, and international marketing, among others. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.
Author : Khosrow-Pour, D.B.A., Mehdi
Publisher : IGI Global
ISBN 13 : 1522575995
Total Pages : 1946 pages
Book Rating : 4.5/5 (225 download)
Download or read book Advanced Methodologies and Technologies in Network Architecture, Mobile Computing, and Data Analytics written by Khosrow-Pour, D.B.A., Mehdi and published by IGI Global. This book was released on 2018-10-19 with total page 1946 pages. Available in PDF, EPUB and Kindle. Book excerpt: From cloud computing to data analytics, society stores vast supplies of information through wireless networks and mobile computing. As organizations are becoming increasingly more wireless, ensuring the security and seamless function of electronic gadgets while creating a strong network is imperative. Advanced Methodologies and Technologies in Network Architecture, Mobile Computing, and Data Analytics highlights the challenges associated with creating a strong network architecture in a perpetually online society. Readers will learn various methods in building a seamless mobile computing option and the most effective means of analyzing big data. This book is an important resource for information technology professionals, software developers, data analysts, graduate-level students, researchers, computer engineers, and IT specialists seeking modern information on emerging methods in data mining, information technology, and wireless networks.
Author : Richard O. Young
Publisher : Taylor & Francis
ISBN 13 : 1136911898
Total Pages : 417 pages
Book Rating : 4.1/5 (369 download)
Download or read book How Audiences Decide written by Richard O. Young and published by Taylor & Francis. This book was released on 2011-03 with total page 417 pages. Available in PDF, EPUB and Kindle. Book excerpt: How Audiences Decide: A Cognitive Approach to Business Communication is a comprehensive introduction to persuasive communication in the context of business. It summarizes relevant theories and findings from the fields of cognitive science, social cognition, leadership, team cognition, psycholinguistics, and behavioral economics. By illuminating the thought processes of many different audiences, from consumers to Wall Street analysts to CEOs, it helps communicators better understand why audiences make the decisions they make and how to influence them. The book covers a broad range of communication techniques—including those concerning persuasive speaking and writing, interviews and group meetings, content and style, typography and nonverbal behaviors, charts and images, rational arguments and emotional appeals—and examines the empirical evidence supporting each of them.
Author : Robert East
Publisher : Springer Science & Business Media
ISBN 13 : 0387233776
Total Pages : 125 pages
Book Rating : 4.3/5 (872 download)
Download or read book The Effect of Advertising and Display written by Robert East and published by Springer Science & Business Media. This book was released on 2013-03-20 with total page 125 pages. Available in PDF, EPUB and Kindle. Book excerpt: Robert East presents evidence on successful advertising campaigns where the brand benefits from more sales and higher prices, and he describes how good advertising can sometimes reduce the cost of doing business. The question of repeated exposure is examined: do sales initially gather pace with additional ad exposures, or do the gains get less and less after the first exposure? New evidence on this issue is assessed. The focus then moves to a model of ad response that covers the evidence on repeated ad exposure and explains how advertising may work over both short-term and long-term periods. The processes that could produce the long-term effect are discussed and new evidence is presented on the function of word of mouth. There is a chapter on the psychological processes that are used to explain ad effect and brief sections on the point of purchase and online advertising.
Author : Robert East
Publisher : SAGE
ISBN 13 : 1473988039
Total Pages : 508 pages
Book Rating : 4.4/5 (739 download)
Download or read book Consumer Behaviour written by Robert East and published by SAGE. This book was released on 2016-11-26 with total page 508 pages. Available in PDF, EPUB and Kindle. Book excerpt: Extending beyond a basic psychological approach to Consumer Behaviour, this text provides an empirical understanding of the subject and will be of particular appeal to those of the Ehrenberg-Bass tradition and those who view Marketing as a science. The third edition maintains a strong focus on the use of research, helping students to develop analytical and evidence-based thinking in marketing and to take into consideration not just the individual but also the marketing environment. New examples and research findings have been included with special attention paid to the digital environment, including online consumer behaviour and research. Suitable for upper undergraduate and postgraduate students taking courses in consumer behaviour, as well as doctoral candidates with a focus on consumer behaviour.
Author : Allan J. Kimmel
Publisher : Routledge
ISBN 13 : 1317689976
Total Pages : 249 pages
Book Rating : 4.3/5 (176 download)
Download or read book Word of Mouth and Social Media written by Allan J. Kimmel and published by Routledge. This book was released on 2016-12-19 with total page 249 pages. Available in PDF, EPUB and Kindle. Book excerpt: This collection examines a key new development in the contemporary marketing landscape, the relationship between the informal exchange of information and advice among consumers – known as word of mouth (WOM) – and emerging social media. Whereas WOM has been around since as long as people have engaged in conversations, its transmission is no longer limited to face-to-face interactions over the clothesline and across backyard fences. Today, the dissemination of WOM through online channels such as Facebook, Twitter, LinkedIn, YouTube channels, blogs, and consumer forums has significantly altered the alacrity by which product and service messages are spread across a dramatically expanded consumer audience. As marketing practitioners have come to recognize the power of online WOM in terms of its impact on consumer beliefs, attitudes, and purchasing behavior, effective strategies for leveraging the consumer conversation require greater insight and understanding of WOM and social media. Towards that end, this book offers ground-breaking research from an impressive array of internationally renowned marketing researchers on the nature and dynamics of WOM transmitted through social media channels, advancing our understanding of consumer influence, which to date has largely focused on offline WOM. Among the topical issues covered are best practices for marketing practitioners, the conversational nature of online WOM, the dynamic interplay between online and offline WOM, WOM measurement and monitoring, and cross-cultural influences on WOM. This book was originally published as a special issue of the Journal of Marketing Communications.
Author : Leon Schiffman
Publisher : Pearson Higher Education AU
ISBN 13 : 1486014348
Total Pages : 729 pages
Book Rating : 4.4/5 (86 download)
Download or read book Consumer Behaviour written by Leon Schiffman and published by Pearson Higher Education AU. This book was released on 2013-10-15 with total page 729 pages. Available in PDF, EPUB and Kindle. Book excerpt: A trusted resource for Consumer Behaviour theory and practice. Consumer Behaviour explores how the examination and application of consumer behaviour is central to the planning, development, and implementation of effective marketing strategies. In a clear and logical fashion, the authors explain consumer behaviour theory and practice, the use and importance of consumer research, and how social and cultural factors influence consumer decision making. The sixth edition of this Australian text provides expanded coverage of contemporary topics.
Author : Andrew A. Mitchell
Publisher : Psychology Press
ISBN 13 : 1134757050
Total Pages : 389 pages
Book Rating : 4.1/5 (347 download)
Download or read book Advertising Exposure, Memory and Choice written by Andrew A. Mitchell and published by Psychology Press. This book was released on 2013-06-17 with total page 389 pages. Available in PDF, EPUB and Kindle. Book excerpt: Theoretical research on advertising effects at the individual level has focused almost entirely on the effects of advertising exposure on attitudes and the mediators of attitude formation and change. This focus implicitly assumes attitudes are a good predictor of behavior, which they generally are not, and downplays the role of memory, in that, there is generally a considerable amount of time between advertising exposure and purchase decisions in most marketing situations. Recently, a number of researchers have developed conceptual models which provide an explicit link between two separate events -- advertising exposure and purchase behavior -- with memory providing the link between these events. Originally presented at the eighth annual Advertising and Consumer Psychology Conference held in Toronto, some chapters in this volume present recent research on the role of inferences in advertising situations, the effects of exposure to multiple advertisements, message receptivity, drama advertisements and the use of EEG in measuring advertising effectiveness. Contributions focus on research examining the effects of advertising exposure on consumer information processing and decision making. This book will be of interest to consumer psychologists and professionals in advertising and marketing.
Author : Kiefer Lee
Publisher : Oxford University Press
ISBN 13 : 0199609705
Total Pages : 605 pages
Book Rating : 4.1/5 (996 download)
Download or read book Global Marketing Management written by Kiefer Lee and published by Oxford University Press. This book was released on 2012-03-29 with total page 605 pages. Available in PDF, EPUB and Kindle. Book excerpt: 'Global Marketing Management' provides comprehensive coverage of the issues which define marketing in the world today, equipping students with some of the most current knowledge and practical skills to help them make key management decisions in the dynamic and challenging global trade environment.
Author : Basil G. Englis
Publisher : Psychology Press
ISBN 13 : 131775977X
Total Pages : 279 pages
Book Rating : 4.3/5 (177 download)
Download or read book Global and Multinational Advertising written by Basil G. Englis and published by Psychology Press. This book was released on 2013-11-19 with total page 279 pages. Available in PDF, EPUB and Kindle. Book excerpt: Few applied disciplines are more sensitive to cross-cultural issues than marketing and consumer psychology. The chapters prepared for this volume reflect awareness of both similarities and differences within and across cultures. They include analyses of methodological issues, theoretical investigations of cultural and social values and their implications for marketing specialists, studies of gender- and sub-culture specific advertising, and investigations of advertising efforts in several different international markets. The scholars and advertising professionals who contributed these chapters will have much to say to consumer psychologists and marketing specialists alike.
Author : Michael Solomon
Publisher : Pearson Higher Education AU
ISBN 13 : 1442564997
Total Pages : 553 pages
Book Rating : 4.4/5 (425 download)
Download or read book Consumer Behaviour written by Michael Solomon and published by Pearson Higher Education AU. This book was released on 2012-10-24 with total page 553 pages. Available in PDF, EPUB and Kindle. Book excerpt: Consumer behaviour is more than buying things; it also embraces the study of how having (or not having) things affects our lives and how possessions influence the way we feel about ourselves and each other - our state of being. The 3rd edition of Consumer Behaviour is presented in a contemporary framework based around the buying, having and being model and in an Australasian context. Students will be engaged and excited by the most current research, real-world examples, global coverage, managerial applications and ethical examples to cover all facets of consumer behaviour. With new coverage of Personality and incorporating real consumer data, Consumer Behaviour is fresh, relevant and up-to-date. It provides students with the best possible introduction to this fascinating discipline.
Author : Jon M. Hawes
Publisher : Springer
ISBN 13 : 331917052X
Total Pages : 562 pages
Book Rating : 4.3/5 (191 download)
Download or read book Proceedings of the 1987 Academy of Marketing Science (AMS) Annual Conference written by Jon M. Hawes and published by Springer. This book was released on 2015-05-18 with total page 562 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume includes the full proceedings from the 1987 Academy of Marketing Science (AMS) Annual Conference held in Bal Harbour, Florida. It provides a variety of quality research in the fields of marketing theory and practice in areas such as consumer behaviour, marketing management, marketing education, and international marketing, among others. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.
Author : Jacob Jacoby
Publisher : Routledge
ISBN 13 : 1135433585
Total Pages : 298 pages
Book Rating : 4.1/5 (354 download)
Download or read book The Comprehension and Miscomprehension of Print Communication written by Jacob Jacoby and published by Routledge. This book was released on 2013-11-26 with total page 298 pages. Available in PDF, EPUB and Kindle. Book excerpt: First Published in 1987. To writers and visualizers, this study sets a range of expectations for comprehension and miscomprehension—pointing the finger of caution that even what seems the simplest of language can be misunderstood, but also calling forth their best efforts, because this benchmark study shows that some communications can be much more successful than others and there is usually room for improvement. To advertisers, the study says that perhaps we often take comprehension too much for granted, being satisfied when consumers respond with something in the general area of our message, rather than in the precise area of what is meant. To academicians, the study gives reliable reference points for thought and dialogue among themselves and the advertising and publishing communities. It underlines what intuitive editors and writers have always known but have not always practiced: that words and ideas are fragile—handle with care if you hope to deliver them intact from one mind to another.
