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Author : Christopher D. Boring
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (15 download)
Download or read book Comparative Advertising: A Content Analysis of Print Advertisements written by Christopher D. Boring and published by . This book was released on with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Yves Ravier
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (15 download)
Download or read book Comparative Advertising: A Proposal for a Content Analysis of Print Advertisements written by Yves Ravier and published by . This book was released on with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Fred Beard
Publisher : Rowman & Littlefield
ISBN 13 : 1498560334
Total Pages : 247 pages
Book Rating : 4.4/5 (985 download)
Download or read book Comparative Advertising written by Fred Beard and published by Rowman & Littlefield. This book was released on 2020-07-06 with total page 247 pages. Available in PDF, EPUB and Kindle. Book excerpt: From auto insurance to ready-to-eat soups and satellite TV services, both national and local advertisers in the United States—and increasingly around the world—invest a great deal of time and money on ads and campaigns in which they directly identify their competitors or refer indirectly to “the other guys.” Yet business decision-makers and advertising creative professionals have long believed that creating successful comparative advertising can be extraordinarily difficult. Many have discovered that a strategic or tactical misstep can easily lead to a disaster, such as negative responses from consumers, a successful legal challenge from one or more competitors, or the escalation of hostilities into an ongoing and damaging comparative advertising war. Comparative Advertising: History, Theory, and Practice offers scholars interested in why many business decision-makers believe they can win our loyalty by running down a competitor—as well as anyone who plans, creates, or pays for advertising—a thorough and timely synthesis of the vast body of historical research, theory, and professional insights devoted to one of advertising’s most frequently debated message tactics. The overall goal of this book is to discover answers to a simple question: Why do so many advertisers often rely on a message tactic that research and professional experience confirms they frequently regret using?
Author : Rue-Ching Lin
Publisher :
ISBN 13 :
Total Pages : 254 pages
Book Rating : 4.:/5 (464 download)
Download or read book Magazine Comparative Advertising written by Rue-Ching Lin and published by . This book was released on 1993 with total page 254 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Frank Esser
Publisher : Routledge
ISBN 13 : 1136514244
Total Pages : 569 pages
Book Rating : 4.1/5 (365 download)
Download or read book The Handbook of Comparative Communication Research written by Frank Esser and published by Routledge. This book was released on 2013-06-19 with total page 569 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Handbook of Comparative Communication Research aims to provide a comprehensive understanding of comparative communication research. It fills an obvious gap in the literature and offers an extensive and interdisciplinary discussion of the general approach of comparative research, its prospect and problems as well as its applications in crucial sub-fields of communications. The first part of the volume charts the state of the art in the field; the second section introduces relevant areas of communication studies where the comparative approach has been successfully applied in recent years; the third part offers an analytical review of conceptual and methodological issues; and the last section proposes a roadmap for future research.
Author : Steven S. Posavac
Publisher : Routledge
ISBN 13 : 1317473728
Total Pages : 344 pages
Book Rating : 4.3/5 (174 download)
Download or read book Cracking the Code: Leveraging Consumer Psychology to Drive Profitability written by Steven S. Posavac and published by Routledge. This book was released on 2015-02-12 with total page 344 pages. Available in PDF, EPUB and Kindle. Book excerpt: The unique contribution of Cracking the Code is its spotlight on how the knowledge of consumer psychology principles can be used to improve managerial decision making and organizational performance. Research on consumer behavior typically has a narrow focus and does not offer reliable and practical direction for marketers. Taken collectively, however, the conclusions of research streams can provide valuable information from which managers can base their decisions. The contributing authors of Cracking the Code offer a set of rules for managerial action that has been distilled from reviews of research areas in which they are experts. The book contains systematic, prescriptive advice based on state-of-the-art knowledge from multiple research lines regarding how consumers think and choose. The chapters cover fundamental topics such as new product management, marketing mix strategy, marketing communications and advertising, social media, and experiential marketing.
Author : Niaz Ahmed
Publisher : Universal-Publishers
ISBN 13 : 1581120842
Total Pages : 119 pages
Book Rating : 4.5/5 (811 download)
Download or read book Cross-Cultural Content Analysis of Advertising from the United States and India written by Niaz Ahmed and published by Universal-Publishers. This book was released on 2000 with total page 119 pages. Available in PDF, EPUB and Kindle. Book excerpt: This cross-cultural content analysis (which merged traditional content analysis method with semiotic concepts) compared advertising in the United States (a highly individualistic and low-context culture) and India (a highly collectivist and high-context culture). The study examined the characteristics, differences and similarities in advertising strategies and expressions. A stratified random sample of advertisements for consumer products was selected from nationally circulated news magazines and business magazines of each country between January 1993 and December 1994 (Time and Business Week from the United States; India Today and Business India from India). This study found that there were significant differences in the way the two cultures produced advertising messages and that differential cultural values were reflected in their advertising expressions. The findings revealed that the U.S. advertisements utilized direct rhetorical styles, individualistic visual stances, sexual portrayals of women and comparative approaches more often than their Indian counterparts. The Indian ads utilized indirect rhetorical styles, collective visual stances and stereotypical portrayals of women more frequently than did the U.S. ads. The evidence of specific cross-cultural differences suggests that perhaps the proponents of "standardization of international advertising" have promoted an oversimplification. This cross-cultural study suggests that caution should be exercised when considering standardization in advertising and other forms of promotional communication between divergent cultures. Click here to preview the first 25 pages in Acrobat PDF format.
Author : David Abrahamson
Publisher : Routledge
ISBN 13 : 1317524535
Total Pages : 670 pages
Book Rating : 4.3/5 (175 download)
Download or read book The Routledge Handbook of Magazine Research written by David Abrahamson and published by Routledge. This book was released on 2015-06-05 with total page 670 pages. Available in PDF, EPUB and Kindle. Book excerpt: Scholarly engagement with the magazine form has, in the last two decades, produced a substantial amount of valuable research. Authored by leading academic authorities in the study of magazines, the chapters in The Routledge Handbook of Magazine Research not only create an architecture to organize and archive the developing field of magazine research, but also suggest new avenues of future investigation. Each of 33 chapters surveys the last 20 years of scholarship in its subject area, identifying the major research themes, theoretical developments and interpretive breakthroughs. Exploration of the digital challenges and opportunities which currently face the magazine world are woven throughout, offering readers a deeper understanding of the magazine form, as well as of the sociocultural realities it both mirrors and influences. The book includes six sections: -Methodologies and structures presents theories and models for magazine research in an evolving, global context. -Magazine publishing: the people and the work introduces the roles and practices of those involved in the editorial and business sides of magazine publishing. -Magazines as textual communication surveys the field of contemporary magazines across a range of theoretical perspectives, subjects, genre and format questions. -Magazines as visual communication explores cover design, photography, illustrations and interactivity. -Pedagogical and curricular perspectives offers insights on undergraduate and graduate teaching topics in magazine research. -The future of the magazine form speculates on the changing nature of magazine research via its environmental effects, audience, and transforming platforms.
Author : Victoria L. Crittenden
Publisher : Springer
ISBN 13 : 3319132482
Total Pages : 546 pages
Book Rating : 4.3/5 (191 download)
Download or read book Proceedings of the 1992 Academy of Marketing Science (AMS) Annual Conference written by Victoria L. Crittenden and published by Springer. This book was released on 2015-03-13 with total page 546 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume includes the full proceedings from the 1992 Academy of Marketing Science (AMS) Annual Conference held in San Diego, California. The research and presentations offered in this volume cover many aspects of marketing science including marketing strategy, consumer behavior, international marketing, retailing, marketing education, 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 : Nicole R. McElhany
Publisher :
ISBN 13 :
Total Pages : 58 pages
Book Rating : 4.:/5 (549 download)
Download or read book The Psychology of Comparative Advertising written by Nicole R. McElhany and published by . This book was released on 2001 with total page 58 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Ruth M. Corbin
Publisher : Academic Press
ISBN 13 : 012809351X
Total Pages : 192 pages
Book Rating : 4.1/5 (28 download)
Download or read book Practical Guide to Comparative Advertising written by Ruth M. Corbin and published by Academic Press. This book was released on 2018-11-22 with total page 192 pages. Available in PDF, EPUB and Kindle. Book excerpt: Practical Guide to Comparative Advertising: Dare to Compare is an authoritative, engaging handbook on comparative advertising for food and non-food consumer products. Claim substantiation is a common stakeholder interest among management, advertisers, lawyers and researchers. This handbook covers the corporate culture and strategic goals that encourage comparative advertising, laws and regulations, standards for research evidence, and examples that bring the concepts to life. Of particular value to corporate brand managers, the book includes a checklist of process steps and quality controls that allow managers to orchestrate comparative ad campaigns and manage the risk of complaints from indignant competitors. Alerts research, development and marketing professionals to potential competition issues and legal concerns Provides a reference source for courts of law with respect to accepted industry standards and practices Presents an authoritative perspective, in plain language, on laws and regulations governing comparative advertising, and on worldwide standards governing research evidence in support of advertising claims Covers food and beverage, nutritional supplements, cosmetics and other consumer advertised products
Author : Gerard J Tellis
Publisher : SAGE
ISBN 13 : 1446265900
Total Pages : 513 pages
Book Rating : 4.4/5 (462 download)
Download or read book The SAGE Handbook of Advertising written by Gerard J Tellis and published by SAGE. This book was released on 2007-10-24 with total page 513 pages. Available in PDF, EPUB and Kindle. Book excerpt: ′In this era of ′snackable′ content which satisfies only in the moment, it′s great to have a comprehensive Advertising Handbook which one can consult repeatedly. The references are comprehensive and the Handbook opens up many key areas for practitioners′ - Hamish Pringle, Director General, IPA ′Finally, a Handbook of Advertising that brings the field up-to-date. I am impressed with its comprehensive coverage of topics and the distinguished specialists who have shared their key findings with us′ - Philip Kotler, Kellogg School of Management ′When trying to make sense of the mystifying world of advertising, academics and practitioners often seem to inhabit separate universes. Not in this Handbook. For once, the best brains from each side genuinely collude – with constructive results. Wise agencies will read it before their clients do′ - Sir Martin Sorrell, CEO, WPP ′This mighty tome brings together a vast range of views of advertising based on deep experience and scholarship. For practitioners and academics alike, it will be a voyage of discovery and enlightenment′ - Lord (Maurice) Saatchi, Chairman, M&C Saatchi ′This magnificent volume captures all we need to know about how advertising works and its context′ - Baroness (Peta) Buscombe, Director General, Advertising Association, London Advertising is a field that has attracted a great deal of academic attention, but to date there has been no summarising of the state of the art of research. This far reaching and scholarly Handbook is edited by two highly respected and trusted thinkers in the field and includes contributions from leading academics based in both the UK and the USA. Tim Ambler and Gerald J Tellis archive their aim of setting advertising and the theory that underpins it in its historical and societal context, show-casing the most significant advertising research questions of our time and pointing readers in the direction of future avenues for fruitful investigation. The SAGE Handbook of Advertising would be a welcome addition to any marketing academics bookshelf.
Author : Corrie Rudy
Publisher :
ISBN 13 :
Total Pages : 270 pages
Book Rating : 4.:/5 (584 download)
Download or read book Strategic Approaches to International Advertising Standardization written by Corrie Rudy and published by . This book was released on 2004 with total page 270 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Jean J. Boddewyn
Publisher : Hastings House Book Publishers
ISBN 13 :
Total Pages : 272 pages
Book Rating : 4.:/5 (321 download)
Download or read book Comparison Advertising written by Jean J. Boddewyn and published by Hastings House Book Publishers. This book was released on 1978 with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Hong Cheng
Publisher : John Wiley & Sons
ISBN 13 : 1118378458
Total Pages : 574 pages
Book Rating : 4.1/5 (183 download)
Download or read book The Handbook of International Advertising Research written by Hong Cheng and published by John Wiley & Sons. This book was released on 2014-01-21 with total page 574 pages. Available in PDF, EPUB and Kindle. Book excerpt: This timely handbook brings academic excellence to international advertising research in the form of 28 contributions from over 40 leading scholars. The handbook’s comprehensive treatment highlights existing knowledge, reports major findings across the subject, and recommends directions and agendas for future research. Fills the existing gap between the rapid growth in scholarly research on international advertising and the pressing need for more high-quality research in the area Covers 28 major areas in international advertising research, with contributions from more than 40 international advertising scholars based in over 10 countries or territories Comprehensive treatment includes the history of international advertising, audiences and media, strategy and execution, content effects, regulation, ethics, and advertising education Highlights existing knowledge in international advertising, reports major findings on a broad range of topics, and offers expert recommendations on directions for future research Contributors represent the most highly respected academics among international advertising researchers
Author : Noel Coulson
Publisher : Edinburgh University Press
ISBN 13 : 0748696490
Total Pages : 280 pages
Book Rating : 4.7/5 (486 download)
Download or read book History of Islamic Law written by Noel Coulson and published by Edinburgh University Press. This book was released on 2014-03-11 with total page 280 pages. Available in PDF, EPUB and Kindle. Book excerpt: The classic introduction to Islamic law, tracing its development from its origins,through the medieval period, to its place in modern Islam.
Author : Muneeb Ejaz
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (125 download)
Download or read book Comparative Advertising written by Muneeb Ejaz and published by . This book was released on 2018 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Previous research on comparative advertising indicates how brands may use advertising to compare and contrast their own products and services with those of a competing brand, for the purpose of furthering their rivalry and winning over consumers. This research investigates the effect of change in advertising medium (i.e. Print and Online) on memory recall and purchase intentions for direct and indirect comparative advertisements. Although the direction of the means was as proposed, the results indicate that there was not enough evidence to claim that direct comparative advertisements will have a greater memory recall than indirect and noncomparative advertisements. Further analysis indicates that the effect of comparative advertisements on both types of mediums was similar. More specifically, memory recall was found to be similar for direct comparative advertisements and indirect comparative advertisements when viewed on print format in contrast to online format. This research further indicates that a higher memory recall does not lead to a greater purchase intention.
