Read Books Online and Download eBooks, EPub, PDF, Mobi, Kindle, Text Full Free.
Download Emotion In Advertising full books in PDF, epub, and Kindle. Read online Emotion In Advertising ebook anywhere anytime directly on your device. Fast Download speed and no annoying ads. We cannot guarantee that every ebooks is available!
Author : John O'Shaughnessy
Publisher : Oxford University Press on Demand
ISBN 13 : 0195150562
Total Pages : 283 pages
Book Rating : 4.1/5 (951 download)
Download or read book The Marketing Power of Emotion written by John O'Shaughnessy and published by Oxford University Press on Demand. This book was released on 2003 with total page 283 pages. Available in PDF, EPUB and Kindle. Book excerpt: Table of contents
Author : Stuart Agres
Publisher : Praeger
ISBN 13 :
Total Pages : 424 pages
Book Rating : 4.:/5 (321 download)
Download or read book Emotion in Advertising written by Stuart Agres and published by Praeger. This book was released on 1990-12-30 with total page 424 pages. Available in PDF, EPUB and Kindle. Book excerpt: Written by leading industry practitioners and academic researchers, this book explores the complex relationship between emotion and advertising. The chapters include both theoretical and empirical papers representing a broad spectrum of approaches and techniques. Some of the key topics include the measurement of mood, emotion and feeling in an advertising context, the effects of mood on recall and advertising effectiveness, the interaction of the message with the emotional make-up of the recipient,and the structural aspects of an ad and how they relate to emotional responses. Taken together, these papers represent the cutting edge of research in the area of advertising and emotion and a major contribution to the literature of consumer psychology. The volume is organized into six general sections. Part I provides an overview of the ways in which emotions affect the advertising environment. The next group of chapters investigates how emotional responses to advertising can and should be measured. The third section is comprised of empirical chapters which examine such issues as the potential role of facial expression in the arousal of emotion, differential emotional responses to storyboards, animatics and finished commercials, and the impact on emotional response of the introductory position of the brand name and product category within a commercial. In Part IV, the contributors look at how the emotional reactions to ads affect other constructs or behavior of interest to advertisers, including message recall and attitude toward the ad. The following section contains two chapters that explicitly examine how the emotional make-up of the viewer interacts with the emotional fabric of the ad. The final chapter presents an overview of the role of consumer psychology in the social sciences. Ideal as a set of readings for graduate students and researchers in consumer psychology and advertising research, this book would also be invaluable as a supplemental text for advanced undergraduate or graduate courses in cognitive psychology, social psychology, mass media/communications/journalism, or family economics.
Author : Michel Wedel
Publisher : Now Publishers Inc
ISBN 13 : 1601981546
Total Pages : 105 pages
Book Rating : 4.6/5 (19 download)
Download or read book Eye Tracking for Visual Marketing written by Michel Wedel and published by Now Publishers Inc. This book was released on 2008 with total page 105 pages. Available in PDF, EPUB and Kindle. Book excerpt: Eye-Tracking for Visual Marketing examines the structure of the eye, the visual brain, eye-movements, and methods for recording and analyzing them. It describes the authors' theory and reviews eye-tracking applications in marketing based on this theory.
Author : Shelly Rodgers
Publisher : Routledge
ISBN 13 : 1351208292
Total Pages : 548 pages
Book Rating : 4.3/5 (512 download)
Download or read book Advertising Theory written by Shelly Rodgers and published by Routledge. This book was released on 2019-04-15 with total page 548 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advertising Theory provides detailed and current explorations of key theories in the advertising discipline. The volume gives a working knowledge of the primary theoretical approaches of advertising, offering a comprehensive synthesis of the vast literature in the area. Editors Shelly Rodgers and Esther Thorson have developed this volume as a forum in which to compare, contrast, and evaluate advertising theories in a comprehensive and structured presentation. With new chapters on forms of advertising, theories, and concepts, and an emphasis on the role of new technology, this new edition is uniquely positioned to provide detailed overviews of advertising theory. Utilizing McGuire’s persuasion matrix as the structural model for each chapter, the text offers a wider lens through which to view the phenomenon of advertising as it operates within various environments. Within each area of advertising theory—and across advertising contexts—both traditional and non-traditional approaches are addressed, including electronic word-of-mouth advertising, user-generated advertising, and social media advertising contexts. This new edition includes a balance of theory and practice that will help provide a working knowledge of the primary theoretical approaches and will help readers synthesize the vast literature on advertising with the in-depth understanding of practical case studies and examples within every chapter. It also looks at mobile advertising in a broader context beyond the classroom and explores new areas such as native advertising, political advertising, mobile advertising, and digital video gaming.
Author : Graham Robertson
Publisher : Createspace Independent Publishing Platform
ISBN 13 : 9781983625886
Total Pages : 228 pages
Book Rating : 4.6/5 (258 download)
Download or read book Beloved Brands written by Graham Robertson and published by Createspace Independent Publishing Platform. This book was released on 2018-01-06 with total page 228 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Beloved Brands is a book every CMO or would-be CMO should read." Al Ries With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution, and be able to analyze the performance of your brand through a deep-dive business review. Marketing pros and entrepreneurs, this book is for you. Whether you are a VP, CMO, director, brand manager or just starting your marketing career, I promise you will learn how to realize your full potential. You could be in brand management working for an organization or an owner-operator managing a branded business. Beloved Brands provides a toolbox intended to help you every day in your job. Keep it on your desk and refer to it whenever you need to write a brand plan, create a brand idea, develop a creative brief, make advertising decisions or lead a deep-dive business review. You can even pass on the tools to your team, so they can learn how to deliver the fundamentals needed for your brands. This book is also an excellent resource for marketing professors, who can use it as an in-class textbook to develop future marketers. It will challenge communications agency professionals, who are looking to get better at managing brands, including those who work in advertising, public relations, in-store marketing, digital advertising or event marketing. "Most books on branding are really for the MARCOM crowd. They sound good, but you find it's all fluff when you try to take it from words to actions. THIS BOOK IS DIFFERENT! Graham does a wonderful job laying out the steps in clear language and goes beyond advertising and social media to show how branding relates to all aspects of GENERAL as well as marketing management. Make no mistake: there is a strong theoretical foundation for all he says...but he spares you the buzzwords. Next year my students will all be using this book." Kenneth B. (Ken) Wong, Queen's University If you are an entrepreneur who has a great product and wants to turn it into a brand, you can use this book as a playbook. These tips will help you take full advantage of branding and marketing, and make your brand more powerful and more profitable. You will learn how to think, define, plan, execute and analyze, and I provide every tool you will ever need to run your brand. You will find models and examples for each of the four strategic thinking methods, looking at core strength, competitive, consumer and situational strategies. To define the brand, I will provide a tool for writing a brand positioning statement as well as a consumer profile and a consumer benefits ladder. I have created lists of potential functional and emotional benefits to kickstart your thinking on brand positioning. We explore the step-by-step process to come up with your brand idea and bring it all together with a tool for writing the ideal brand concept. For brand plans, I provide formats for a long-range brand strategy roadmap and the annual brand plan with definitions for each planning element. From there, I show how to build a brand execution plan that includes the creative brief, innovation process, and sales plan. I provide tools for how to create a brand calendar and specific project plans. To grow your brand, I show how to make smart decisions on execution around creative advertising and media choices. When it comes time for the analytics, I provide all the tools you need to write a deep-dive business review, looking at the marketplace, consumer, channels, competitors and the brand. Write everything so that it is easy to follow and implement for your brand. My promise to help make you smarter so you can realize your full potential.
Author : Patricia Cafferata
Publisher : Free Press
ISBN 13 :
Total Pages : 440 pages
Book Rating : 4.3/5 (97 download)
Download or read book Cognitive and Affective Responses to Advertising written by Patricia Cafferata and published by Free Press. This book was released on 1989 with total page 440 pages. Available in PDF, EPUB and Kindle. Book excerpt: Practitioner's and academicians' views are integrated in this overview of current thought regarding consumers' cognitive and affective responses to advertising.
Author : Scott Robinette
Publisher : McGraw Hill Professional
ISBN 13 : 9780071374477
Total Pages : 284 pages
Book Rating : 4.3/5 (744 download)
Download or read book Emotion Marketing: The Hallmark Way of Winning Customers for Life written by Scott Robinette and published by McGraw Hill Professional. This book was released on 2001-01-20 with total page 284 pages. Available in PDF, EPUB and Kindle. Book excerpt: To its millions of loyal customers world-wide, the Hallmark brand stands for more than just greeting cards; it embodies the elusive item every company hopes to capture—the customer’s heart. Hallmark has found that one of the keys to attaining superior customer loyalty is through emotion. Now for the first time, Hallmark reveals its groundbreaking strategy: Emotion Marketing. This strategy can help any company create an emotional bond with customers for a competitive advantage in the marketplace. Emotion Marketing will reveal: • How emotion works to cement customer loyalty • The 3 Emotional E’s—Equity, Experience, and Energy Scott Robinette (Kansas City, MO) is General Manager of Hallmark Business Expressions. Claire Brand (Kansas City, MO) is Customer Marketing Manager at Hallmark. Vicki Lenz (Atlanta, GA) is a writer, consultant, and speaker on business, leadership, and marketing.
Author : Ted Brader
Publisher : University of Chicago Press
ISBN 13 : 022678830X
Total Pages : 297 pages
Book Rating : 4.2/5 (267 download)
Download or read book Campaigning for Hearts and Minds written by Ted Brader and published by University of Chicago Press. This book was released on 2020-07-08 with total page 297 pages. Available in PDF, EPUB and Kindle. Book excerpt: It is common knowledge that televised political ads are meant to appeal to voters' emotions, yet little is known about how or if these tactics actually work. Ted Brader's innovative book is the first scientific study to examine the effects that these emotional appeals in political advertising have on voter decision-making. At the heart of this book are ingenious experiments, conducted by Brader during an election, with truly eye-opening results that upset conventional wisdom. They show, for example, that simply changing the music or imagery of ads while retaining the same text provokes completely different responses. He reveals that politically informed citizens are more easily manipulated by emotional appeals than less-involved citizens and that positive "enthusiasm ads" are in fact more polarizing than negative "fear ads." Black-and-white video images are ten times more likely to signal an appeal to fear or anger than one of enthusiasm or pride, and the emotional appeal triumphs over the logical appeal in nearly three-quarters of all political ads. Brader backs up these surprising findings with an unprecedented survey of emotional appeals in contemporary political campaigns. Politicians do set out to campaign for the hearts and minds of voters, and, for better or for worse, it is primarily through hearts that minds are won. Campaigning for Hearts and Minds will be indispensable for anyone wishing to understand how American politics is influenced by advertising today.
Author : Emmanuel Mogaji
Publisher : Emerald Group Publishing
ISBN 13 : 1787563014
Total Pages : 120 pages
Book Rating : 4.7/5 (875 download)
Download or read book Emotional Appeals in Advertising Banking Services written by Emmanuel Mogaji and published by Emerald Group Publishing. This book was released on 2018-05-01 with total page 120 pages. Available in PDF, EPUB and Kindle. Book excerpt: Taking into consideration the global financial crisis, the current challenges of competition and open banking, and the looming threat of Brexit, this book explores the implications of using emotional appeals in financial services advertising.
Author : Bob M. Fennis
Publisher : Psychology Press
ISBN 13 : 1317398955
Total Pages : 451 pages
Book Rating : 4.3/5 (173 download)
Download or read book The Psychology of Advertising written by Bob M. Fennis and published by Psychology Press. This book was released on 2015-12-22 with total page 451 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advertising is a ubiquitous and powerful force, seducing us into buying wanted and sometimes unwanted products and services, donating to charitable causes, voting for political candidates, and changing our health-related lifestyles for better or worse. The impact of advertising is often subtle and implicit, but sometimes blatant and impossible to overlook. This revised and fully updated new edition of The Psychology of Advertising offers a comprehensive and state-of-the-art overview of the psychological findings on the impact of advertising, and discusses the research in the context of recent developments in the fields of social and consumer psychology. Key questions covered in the volume include: What impact does advertising have on consumer behavior? What causes this impact? What are the psychological processes responsible for the effectiveness of advertising? How do consumers make sense of advertising messages? Which messages "get across" successfully and when, and why? How do new online and digital technologies affect consumer judgement and choice? Engagingly written, and including a comprehensive glossary of frequently used concepts, The Psychology of Advertising is a unique and invaluable resource for advanced undergraduate and graduate students, and for researchers and lecturers in social psychology, marketing, and communications. It is also a valuable guide for professionals working in advertising, public health, public services and political communication.
Author : Marc Gobe
Publisher : Simon and Schuster
ISBN 13 : 1581157371
Total Pages : 352 pages
Book Rating : 4.5/5 (811 download)
Download or read book Emotional Branding written by Marc Gobe and published by Simon and Schuster. This book was released on 2010-02-09 with total page 352 pages. Available in PDF, EPUB and Kindle. Book excerpt: Emotional Branding is the best selling revolutionary business book that has created a movement in branding circles by shifting the focus from products to people. The “10 Commandments of Emotional Branding” have become a new benchmark for marketing and creative professionals, emotional branding has become a coined term by many top industry experts to express the new dynamic that exists now between brands and people. The emergence of social media, consumer empowerment and interaction were all clearly predicted in this book 10 years ago around the new concept of a consumer democracy. In this updated edition, Marc Gobé covers how social media helped elect Barack Obama to the White House, how the idea behind Twitter is transforming our civilization, and why new generations are re-inventing business, commerce, and management as we know it by leveraging the power of the web. In studying the role of women as "shoppers in chief, "and defining the need to look at the marketplace by recognizing differences in origins, cultures, and choices, Emotional Branding foresaw the break up of mass media to more targeted and culturally sensitive modes of communications. As the first marketing book ever to study the role of the LGBTQ community as powerful influencers for many brands, Emotional Branding opened the door to a renewed sensitivity toward traditional research that privilege individuality and the power of the margins to be at the center of any marketing strategy. A whole segment in the book looks at the role of the senses in branding and design. The opportunity that exists in understanding how we feel about a brand determines how much we want to buy. By exploring the 5 senses, Emotional Branding shows how some brands have built up their businesses by engaging in a sensory interaction with their consumers. Emotional Branding explores how effective consumer interaction needs to be about senses and feelings, emotions and sentiments. Not unlike the Greek culture that used philosophy, poetry, music, and the art of discussion and debate to stimulate the imagination, the concept of emotional branding establishes the forum in which people can convene and push the limits of their creativity. Through poetry the Greeks invented mathematics, the basis of science, sculpture, and drama. Unless we focus on humanizing the branding process we will lose the powerful emotional connection people have with brands. Critics hailed Emotional Branding as a breakthrough and a fresh approach to building brands. Design in this book is considered a new media, the web a place where people will share information and communicate, architecture a part of the brand building process, and people as the most powerful element of any branding strategy. Most importantly, it emphasizes the need to transcend the traditional language of marketing--from one based on statistics and data to a visually compelling new form of communication that fosters creativity and innovation. Allworth Press, an imprint of Skyhorse Publishing, publishes a broad range of books on the visual and performing arts, with emphasis on the business of art. Our titles cover subjects such as graphic design, theater, branding, fine art, photography, interior design, writing, acting, film, how to start careers, business and legal forms, business practices, and more. While we don't aspire to publish a New York Times bestseller or a national bestseller, we are deeply committed to quality books that help creative professionals succeed and thrive. We often publish in areas overlooked by other publishers and welcome the author whose expertise can help our audience of readers.
Author : Flemming Hansen
Publisher : Copenhagen Business School Press DK
ISBN 13 : 9788763001984
Total Pages : 474 pages
Book Rating : 4.0/5 (19 download)
Download or read book Emotions, Advertising and Consumer Choice written by Flemming Hansen and published by Copenhagen Business School Press DK. This book was released on 2007 with total page 474 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Emotions, Advertising and Consumer Choice focuses on recent neurological and psychological insights - originating from brain scanning or neurological experiments - on basic emotional processes in the brain and their role in controlling human behaviour. These insights are translated by the authors to cover the behaviour of ordinary individuals in everyday life. The book looks at these developments in the light of traditional cognitive theories of consumer choice and it discusses the implications for advertising and other communication testing."--Jacket.
Author : Luiz Moutinho
Publisher : Routledge
ISBN 13 : 1136242856
Total Pages : 698 pages
Book Rating : 4.1/5 (362 download)
Download or read book The Routledge Companion to the Future of Marketing written by Luiz Moutinho and published by Routledge. This book was released on 2014-01-10 with total page 698 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Routledge Companion to the Future of Marketing provides the reader with a comprehensive and original set of visionary insights into the future of marketing. This prestigious collection aims to challenge the mindset of academics, moving their thinking processes from current thinking into new perspectives and advances in marketing knowledge. Selected Contents: Part 1: New Paradigms and Philosophical Insights Part 2: Contributions from other Scientific Fields Part 3: Reconnecting with Consumers and Markets Part 4: New Methodological Insights in Scholarly Research in the Field
Author : Don Norman
Publisher : Basic Books
ISBN 13 : 0465004172
Total Pages : 276 pages
Book Rating : 4.4/5 (65 download)
Download or read book Emotional Design written by Don Norman and published by Basic Books. This book was released on 2007-03-20 with total page 276 pages. Available in PDF, EPUB and Kindle. Book excerpt: Why attractive things work better and other crucial insights into human-centered design Emotions are inseparable from how we humans think, choose, and act. In Emotional Design, cognitive scientist Don Norman shows how the principles of human psychology apply to the invention and design of new technologies and products. In The Design of Everyday Things, Norman made the definitive case for human-centered design, showing that good design demanded that the user's must take precedence over a designer's aesthetic if anything, from light switches to airplanes, was going to work as the user needed. In this book, he takes his thinking several steps farther, showing that successful design must incorporate not just what users need, but must address our minds by attending to our visceral reactions, to our behavioral choices, and to the stories we want the things in our lives to tell others about ourselves. Good human-centered design isn't just about making effective tools that are straightforward to use; it's about making affective tools that mesh well with our emotions and help us express our identities and support our social lives. From roller coasters to robots, sports cars to smart phones, attractive things work better. Whether designer or consumer, user or inventor, this book is the definitive guide to making Norman's insights work for you.
Author : Giovanni Vecchiato
Publisher : Springer Science & Business Media
ISBN 13 : 3642380646
Total Pages : 150 pages
Book Rating : 4.6/5 (423 download)
Download or read book Neuroelectrical Brain Imaging Tools for the Study of the Efficacy of TV Advertising Stimuli and their Application to Neuromarketing written by Giovanni Vecchiato and published by Springer Science & Business Media. This book was released on 2013-05-13 with total page 150 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this book the authors describe their original research on the potential of both standard and high-resolution electroencephalography (EEG) for analyzing brain activity in response to TV advertising. When engineering techniques, neuroscience concepts and marketing stimuli converge in one research field, known as neuromarketing, various theoretical and practical aspects need to be considered. The book introduces and discusses those aspects in detail, while showing several experiments performed by the authors during their attempts to measure both the cognitive activity and emotional involvement of the test subjects. In these experiments, the authors apply simultaneous EEG, galvanic skin response and heart rate monitoring, and show how significant variations of these variables can be associated with attention to, memorization or enjoyment of the presented stimuli. In particular, this book shows the central role of statistical analysis in recovering significant information on the scalp and cortical areas involved, along with variations of activity in the autonomous nervous system. From an economic and marketing perspective, the aim of this work is to promote a better understanding of how mass consumer advertising of (established) brands affects brain systems. From a neuroscience perspective, the broader goal is to provide a better understanding of both the neural mechanisms underlying the impact of affect and cognition on memory, and the neural correlates of choice and decision-making. => Please download the extra material for this book http://extras.springer.com
Author : Frank Baker
Publisher : Routledge
ISBN 13 : 1315443023
Total Pages : 154 pages
Book Rating : 4.3/5 (154 download)
Download or read book Close Reading the Media written by Frank Baker and published by Routledge. This book was released on 2017-12-12 with total page 154 pages. Available in PDF, EPUB and Kindle. Book excerpt: Teach middle school students to become savvy consumers of the TV, print, and online media bombarding them every day. In this timely book copublished by Routledge and MiddleWeb, media literacy expert Frank W. Baker offers thematic lessons for every month of the school year, so you can engage students in learning by having them analyze the real world around them. Students will learn to think critically about photos, advertisements, and other media and consider the intended purposes and messages. Topics include: Helping students detect fake news; Unraveling the messages in TV advertising; Looking at truth vs propaganda in political ads and debates; Revealing how big media influences the news we read; Understanding how pictures changed America during the Civil Rights Movement; Exploring the language of film and the symbols of costume design; Thinking about how media appeals to our emotions; Examining branding, product placement, and the role of celebrity; Reading and interpreting iconic news images; And much, much more! In addition, the book’s lesson plans contain connections to key standards and step-by-step activities you can use immediately. With this practical book, you’ll have all the tools and ideas you need to help today’s students successfully navigate their media-filled world.
Author : Les Binet
Publisher :
ISBN 13 : 9780852941348
Total Pages : 0 pages
Book Rating : 4.9/5 (413 download)
Download or read book The Long and the Short of It written by Les Binet and published by . This book was released on 2013 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:
