Consumer Response To Repeated Advertising Evidence From An Online Field Experiment

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Digital and Social Media Marketing

Author : Nripendra P. Rana
Publisher : Springer Nature
ISBN 13 : 3030243745
Total Pages : 337 pages
Book Rating : 4.0/5 (32 download)

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Book Synopsis Digital and Social Media Marketing by : Nripendra P. Rana

Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Advances in Advertising Research (Vol. VI)

Author : Peeter Verlegh
Publisher : Springer
ISBN 13 : 3658105585
Total Pages : 400 pages
Book Rating : 4.6/5 (581 download)

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Book Synopsis Advances in Advertising Research (Vol. VI) by : Peeter Verlegh

Download or read book Advances in Advertising Research (Vol. VI) written by Peeter Verlegh and published by Springer. This book was released on 2015-09-07 with total page 400 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book provides insights into the inspiring and multifaceted field of advertising research, which is confronted with challenges regarding ad content and execution, media placement, as well as online and social media. Distinguishing between digital, classic, subtle, and alternative advertising formats, renowned scholars from around the globe contribute state-of-the-art research on these issues in 30 chapters. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 13th International Conference in Advertising (ICORIA), which was held in Amsterdam (The Netherlands) in June 2014. The conference gathered around 150 participants from diverse countries from Europe, North-America, Asia, and Australia.

Handbook of Media Branding

Author : Gabriele Siegert
Publisher : Springer
ISBN 13 : 3319182366
Total Pages : 405 pages
Book Rating : 4.3/5 (191 download)

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Book Synopsis Handbook of Media Branding by : Gabriele Siegert

Download or read book Handbook of Media Branding written by Gabriele Siegert and published by Springer. This book was released on 2015-08-07 with total page 405 pages. Available in PDF, EPUB and Kindle. Book excerpt: This comprehensive handbook critically addresses current issues and achievements in the field of media branding. By discussing media branding from different viewpoints, disciplines and research traditions, this book offers fresh perspectives and identifies areas of interest for further research. The authors highlight the peculiarities of this field and reveal links and commonalities with other areas of study within communication science. The chapters address different research areas, such as society-, content-, management-, audience- as well as advertising aspects of media brands. This handbook thus brings together contributions from different areas making it a valuable resource for researchers and experts from industry interested in media branding.

The Theory of Buyer Behavior

Author : John A. Howard
Publisher : New York : Wiley
ISBN 13 :
Total Pages : 490 pages
Book Rating : 4.F/5 ( download)

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Book Synopsis The Theory of Buyer Behavior by : John A. Howard

Download or read book The Theory of Buyer Behavior written by John A. Howard and published by New York : Wiley. This book was released on 1969 with total page 490 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Advertising in New Formats and Media

Author : Patrick De Pelsmacker
Publisher : Emerald Group Publishing Limited
ISBN 13 : 9781785603136
Total Pages : 0 pages
Book Rating : 4.6/5 (31 download)

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Book Synopsis Advertising in New Formats and Media by : Patrick De Pelsmacker

Download or read book Advertising in New Formats and Media written by Patrick De Pelsmacker and published by Emerald Group Publishing Limited. This book was released on 2016-04-06 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: The advertising universe is changing rapidly. Communication technologies have given advertisers new platforms to communicate and promote their messages. This book provides conceptual overviews, literature reviews, research work, and developing viewpoints on the key issues, providing a valuable overview of insights into modern advertising practice.

Effective Advertising

Author : Gerard J. Tellis
Publisher : SAGE
ISBN 13 : 1452276749
Total Pages : 217 pages
Book Rating : 4.4/5 (522 download)

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Book Synopsis Effective Advertising by : Gerard J. Tellis

Download or read book Effective Advertising written by Gerard J. Tellis and published by SAGE. This book was released on 2003-11-20 with total page 217 pages. Available in PDF, EPUB and Kindle. Book excerpt: Recently nominated one of five finalists selected for the 2005 Berry-AMA Book Prize for best book in marketing! "Tellis has done a remarkable job. He has brought together an amazingly diverse literature. Unlike some other sources that claim to be able to measure the effects of advertising, Tellis′s thoroughness and ability to understand and convey results of various experiments and statistical analyses helps the reader to separate the wheat from the chaff. Any student of advertising, whether new to the field or a seasoned veteran executive or researcher, should read this book." --Alan G. Sawyer, University of Florida Effective Advertising: How, When, and Why Advertising Works reviews and summarizes an extensive body of research on advertising effectiveness. In particular, it summarizes what we know today on when, how, and why advertising works. The primary focus of the book is on the instantaneous and carryover effects of advertising on consumer choice, sales, and market share. In addition, the book reviews research on the rich variety of ad appeals, and suggests which appeals work, and when, how, and why they work. The first comprehensive book on advertising effectiveness, Understanding Effective Advertising reviews over 50 years of research in the fields of advertising, marketing, consumer behavior, and psychology. It covers all aspects of advertising and its effect on sales, including sales elasticity, carryover effects, content effects, and effects of frequency. Author Gerard J. Tellis distills three decades of academic and professional experience into one volume that successfully dismisses many popular myths about advertising, such as: * Advertising has a powerful influence on consumers and often generates consumer need * The effects of advertising persist for decades * If an ad fails initially, repetition will ensure its ultimate success * Ads need only one to three exposures to succeed * Advertising by argument is the most effective method * The best ads are unique and original * Advertising is very profitable Tellis then provides alternatives and establishes the following truths about advertising: * Advertising is vitally important for free markets, but its action is subtle and its discovery is fragile * The effects of advertising are short-lived * If ads are not initially effective, repetition will not make them more effective * Scientific principles can show which ads work, though firms often ignore advertising research and persist with ineffective ads * Advertising by emotion may have the most effective appeal * Templates can yield very effective ads * Advertising is often unprofitable Effective Advertising will be an important addition to courses at the graduate or undergraduate level in advertising, marketing, communication, and journalism. It will also be an invaluable reference for professionals and researchers working in these fields.

Human Associative Memory

Author : John R. Anderson
Publisher : Psychology Press
ISBN 13 : 1317769872
Total Pages : 604 pages
Book Rating : 4.3/5 (177 download)

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Book Synopsis Human Associative Memory by : John R. Anderson

Download or read book Human Associative Memory written by John R. Anderson and published by Psychology Press. This book was released on 2014-02-25 with total page 604 pages. Available in PDF, EPUB and Kindle. Book excerpt: First published in 1973. This book proposes and tests a theory about human memory, about how a person encodes, retains, and retrieves information from memory. The book is especially concerned with memory for sentential materials. We propose a theoretical framework which is adequate for describing comprehension of linguistic materials, for exhibiting the internal representation of propositional materials, for characterizing the interpretative processes which encode this information into memory and make use of it for remembering, for answering questions, recognizing instances of known categories, drawing inferences, and making deductions.

Dietary Supplements

Author : United States. Federal Trade Commission. Bureau of Consumer Protection
Publisher :
ISBN 13 :
Total Pages : 32 pages
Book Rating : 4.:/5 (31 download)

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Book Synopsis Dietary Supplements by : United States. Federal Trade Commission. Bureau of Consumer Protection

Download or read book Dietary Supplements written by United States. Federal Trade Commission. Bureau of Consumer Protection and published by . This book was released on 1998 with total page 32 pages. Available in PDF, EPUB and Kindle. Book excerpt:

The Fourth Industrial Revolution

Author : Klaus Schwab
Publisher : Crown Currency
ISBN 13 : 1524758876
Total Pages : 194 pages
Book Rating : 4.5/5 (247 download)

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Book Synopsis The Fourth Industrial Revolution by : Klaus Schwab

Download or read book The Fourth Industrial Revolution written by Klaus Schwab and published by Crown Currency. This book was released on 2017-01-03 with total page 194 pages. Available in PDF, EPUB and Kindle. Book excerpt: World-renowned economist Klaus Schwab, Founder and Executive Chairman of the World Economic Forum, explains that we have an opportunity to shape the fourth industrial revolution, which will fundamentally alter how we live and work. Schwab argues that this revolution is different in scale, scope and complexity from any that have come before. Characterized by a range of new technologies that are fusing the physical, digital and biological worlds, the developments are affecting all disciplines, economies, industries and governments, and even challenging ideas about what it means to be human. Artificial intelligence is already all around us, from supercomputers, drones and virtual assistants to 3D printing, DNA sequencing, smart thermostats, wearable sensors and microchips smaller than a grain of sand. But this is just the beginning: nanomaterials 200 times stronger than steel and a million times thinner than a strand of hair and the first transplant of a 3D printed liver are already in development. Imagine “smart factories” in which global systems of manufacturing are coordinated virtually, or implantable mobile phones made of biosynthetic materials. The fourth industrial revolution, says Schwab, is more significant, and its ramifications more profound, than in any prior period of human history. He outlines the key technologies driving this revolution and discusses the major impacts expected on government, business, civil society and individuals. Schwab also offers bold ideas on how to harness these changes and shape a better future—one in which technology empowers people rather than replaces them; progress serves society rather than disrupts it; and in which innovators respect moral and ethical boundaries rather than cross them. We all have the opportunity to contribute to developing new frameworks that advance progress.

Atmospheric Turn in Culture and Tourism

Author : Michael Volgger
Publisher : Emerald Group Publishing
ISBN 13 : 1838670726
Total Pages : 267 pages
Book Rating : 4.8/5 (386 download)

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Book Synopsis Atmospheric Turn in Culture and Tourism by : Michael Volgger

Download or read book Atmospheric Turn in Culture and Tourism written by Michael Volgger and published by Emerald Group Publishing. This book was released on 2019-11-29 with total page 267 pages. Available in PDF, EPUB and Kindle. Book excerpt: Combining ideas of sustainable development, strategic marketing and branding with space design and architecture, this volume offers contemporary perspectives on the development and impact of 'atmospheric quality' in tourism and hospitality service situations. Topics discussed include: silent airports, ambient odours and, co-created atmospheres.

Political Advertising in the United States

Author : Erika Franklin Fowler
Publisher : Routledge
ISBN 13 : 0429977905
Total Pages : 241 pages
Book Rating : 4.4/5 (299 download)

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Book Synopsis Political Advertising in the United States by : Erika Franklin Fowler

Download or read book Political Advertising in the United States written by Erika Franklin Fowler and published by Routledge. This book was released on 2018-05-04 with total page 241 pages. Available in PDF, EPUB and Kindle. Book excerpt: Political advertising is as important as ever, ad spending records are broken each election cycle, and the volume of ads aired continues to increase. Political Advertising in the United States is a comprehensive survey of the political advertising landscape and its influence on voters. The authors, co-directors of the Wesleyan Media Project, draw from the latest data to analyze how campaign finance laws have affected the sponsorship and content of political advertising, how 'big data' has allowed for more sophisticated targeting, and how the Internet and social media has changed the distribution of ads. With detailed analysis of presidential and congressional campaign ads and discussion questions in each chapter, this accessibly written book is a must-read for students, scholars and practitioners who want to understand the ins and outs of political advertising.

Consumer Behaviour

Author : Robert East
Publisher : SAGE
ISBN 13 : 1446241858
Total Pages : 345 pages
Book Rating : 4.4/5 (462 download)

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Book Synopsis Consumer Behaviour by : Robert East

Download or read book Consumer Behaviour written by Robert East and published by SAGE. This book was released on 2008-05-19 with total page 345 pages. Available in PDF, EPUB and Kindle. Book excerpt: 'A wonderful (and very unusual) balance between areas of marketing that are often at odds with each other (or, worse yet, unaware of each other)... I recommend it to any student, researcher, or manager in marketing' Peter Fader, Frances and Pei-Yuan Chia Professor; and Professor of Marketing, Wharton School, University of Pennsylvania 'Exceptional for the amount of relevant research that is presented and explained. Students who have read and understood this text are likely to be much more of use to industry' Fergus Hampton, Managing Director, Millward Brown Precis Written in a focused and accessible form by respected marketing academics, Consumer Behaviour helps readers to develop analytical and evidence-based thinking in marketing and avoid more formulaic approaches that lack the support of research. With a strong focus on the use of research, this book will really appeal to the specific needs of higher-level students. The book covers important material that is often missing in consumer behaviour texts. For example, whole chapters are devoted to brand loyalty, brand equity, biases in decision-making, word of mouth, the response to price and the effect of advertising. Shorter reviews cover evidence on topics such as loyalty programmes, the response to delay and retail atmospherics. Chapters are quite short and divided into sections. Each chapter contains exercises designed to draw out key ideas and consolidate understanding, and there are suggestions for further reading. A website to support the book has an Instructor's Manual that offers PowerPoint slides, discussion of exercises, computer programs, a suggested Masters-level course, and a Word file of references to assist students writing assignments.

Pension Design and Structure

Author : Olivia S. Mitchell
Publisher : Oxford University Press
ISBN 13 : 0199273391
Total Pages : 315 pages
Book Rating : 4.1/5 (992 download)

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Book Synopsis Pension Design and Structure by : Olivia S. Mitchell

Download or read book Pension Design and Structure written by Olivia S. Mitchell and published by Oxford University Press. This book was released on 2004-07-15 with total page 315 pages. Available in PDF, EPUB and Kindle. Book excerpt: Employees are being given more and more decisions to make with regards to their pension and healthcare plans. Yet increasing research in the social sciences shows that the decisions 'real' people make are not those of the thoughtful and well-informed economic agent often portrayed in economic research, but are often based on flawed information and made without a full understanding of their financial implications. The contributors to Pension Design and Structure explore theassumptions behind commonly-held theories of retirement decision-making, and the consequences of the growing volume of research in behavioural finance and economics for the field of pension research. Contributors are drawn from a variety of disciplines, and include leading pensions experts.

Brand Portfolio Strategy

Author : David A. Aaker
Publisher : Free Press
ISBN 13 : 1982146524
Total Pages : 368 pages
Book Rating : 4.9/5 (821 download)

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Book Synopsis Brand Portfolio Strategy by : David A. Aaker

Download or read book Brand Portfolio Strategy written by David A. Aaker and published by Free Press. This book was released on 2020-03-24 with total page 368 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this long-awaited book from the world’s premier brand expert and author of the seminal work Building Strong Brands, David Aaker shows managers how to construct a brand portfolio strategy that will support a company’s business strategy and create relevance, differentiation, energy, leverage, and clarity. Building on case studies of world-class brands such as Dell, Disney, Microsoft, Sony, Dove, Intel, CitiGroup, and PowerBar, Aaker demonstrates how powerful, cohesive brand strategies have enabled managers to revitalize brands, support business growth, and create discipline in confused, bloated portfolios of master brands, subbrands, endorser brands, cobrands, and brand extensions. Renowned brand guru Aaker demonstrates that assuring that each brand in the portfolio has a clear role and actively reinforces and supports the other portfolio brands will profoundly affect the firm’s profitability. Brand Portfolio Strategy is required reading not only for brand managers but for all managers with bottom-line responsibility to their shareholders.

Handbook of Marketing Strategy

Author : Venkatesh Shankar
Publisher : Edward Elgar Publishing
ISBN 13 : 1781005222
Total Pages : 529 pages
Book Rating : 4.7/5 (81 download)

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Book Synopsis Handbook of Marketing Strategy by : Venkatesh Shankar

Download or read book Handbook of Marketing Strategy written by Venkatesh Shankar and published by Edward Elgar Publishing. This book was released on 2012 with total page 529 pages. Available in PDF, EPUB and Kindle. Book excerpt: This authoritative, comprehensive, and accessible volume by leading global experts provides a broad overview of marketing strategy issues and questions, including its evolution, competitor analysis, customer management, resource allocation, dynamics, branding, advertising, multichannel management, digital marketing and financial aspects of marketing. The Handbook comprises seven broad topics. Part I focuses on the conceptual and organizational aspects of marketing strategy while Part II deals with understanding competition. Customers and customer-based strategy, marketing strategy decisions, and branding and brand strategies are covered in the next three parts while Part VI looks at marketing strategy dynamics. The final part discusses the impact of marketing strategy on performance variables such as sales, market share, shareholder value and stakeholder value. All of the chapters in this Handbook offer in-depth analyses of research developments, provide frameworks for analyzing key issues, and highlight important unresolved problems in marketing strategy. Collectively, they provide a deep understanding of and key insights into the foundations, antecedents and consequences of marketing strategy. This compendium is an essential resource guide for researchers, doctoral students, practitioners, and consultants in the field of marketing strategy.

Dot Com Disclosures

Author : Barry Leonard
Publisher : DIANE Publishing
ISBN 13 : 0756702534
Total Pages : 118 pages
Book Rating : 4.7/5 (567 download)

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Book Synopsis Dot Com Disclosures by : Barry Leonard

Download or read book Dot Com Disclosures written by Barry Leonard and published by DIANE Publishing. This book was released on 2000-09 with total page 118 pages. Available in PDF, EPUB and Kindle. Book excerpt: Report by the Federal Trade Commission (FTC) on the information that businesses should consider as they develop online advertisements to ensure that they comply with the law. The same consumer protection laws that apply to commercial activities in other media apply online. The FTC Act's prohibition on unfair or deceptive acts or practicesÓ encompasses Internet advertisements, marketing & sales. It discusses: (1) the requirement for clear & conspicuous disclosures to prevent an advertisement from being misleading, to ensure that consumers receive material information about the terms of a transaction; (2) ways that advertisers can make such disclosures; & (3) FTC rules & guides that are adaptable to new technologies.

Attentional Capture

Author : Bradley S. Gibson
Publisher :
ISBN 13 :
Total Pages : 276 pages
Book Rating : 4.3/5 (555 download)

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Book Synopsis Attentional Capture by : Bradley S. Gibson

Download or read book Attentional Capture written by Bradley S. Gibson and published by . This book was released on 2008 with total page 276 pages. Available in PDF, EPUB and Kindle. Book excerpt: The notion that certain mental or physical events can capture attention has been one of the most enduring topics in the study of attention owing to the importance of understanding how goal-directed and stimulus-driven processes interact in perception and cognition. Despite the clear theoretical and applied importance of attentional capture, a broad survey of this field suggests that the term "capture" means different things to different people. In some cases, it refers to covert shifts of spatial attention, in others involuntary saccades, and in still others general disruption of processing by irrelevant stimuli. The properties that elicit "capture" can also range from abruptly onset or moving lights, to discontinuities in textures, to unexpected tones, to emotionally valenced words or pictures, to directional signs and symbols. Attentional capture has been explored in both the spatial and temporal domains as well as the visual and auditory modalities. There are also a number of different theoretical perspectives on the mechanisms underlying "capture" (both functional and neurophysiological) and the level of cognitive control over capture. This special issue provides a sampling of the diversity of approaches, domains, and theoretical perspectives that currently exist in the study of attentional capture. Together, these contributions should help evaluate the degree to which attentional capture represents a unitary construct that reflects fundamental theoretical principles and mechanisms of the mind.