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The Communications Effectiveness Of Comparative Advertising Under Conditions Of Product Involvement And Brand Usage
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Book Synopsis The Communications Effectiveness of Comparative Advertising Under Conditions of Product Involvement and Brand Usage by : Mark B. Traylor
Download or read book The Communications Effectiveness of Comparative Advertising Under Conditions of Product Involvement and Brand Usage written by Mark B. Traylor and published by . This book was released on 1979 with total page 378 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis The Communications Effectiveness of Comparative Advertising Under Conditions of Product Involvement and Brand Usage by : Mark Becker Traylor
Download or read book The Communications Effectiveness of Comparative Advertising Under Conditions of Product Involvement and Brand Usage written by Mark Becker Traylor and published by . This book was released on 1982 with total page 171 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis JMR, Journal of Marketing Research by :
Download or read book JMR, Journal of Marketing Research written by and published by . This book was released on 1998 with total page 562 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis An Evaluation of the Effectiveness of Comparative Advertising for High and Low Product Involvement Classes by : Paul Michael Edwards
Download or read book An Evaluation of the Effectiveness of Comparative Advertising for High and Low Product Involvement Classes written by Paul Michael Edwards and published by . This book was released on 1994 with total page 276 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Cracking the Code: Leveraging Consumer Psychology to Drive Profitability by : Steven S. Posavac
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.
Book Synopsis Communications-effectiveness of Comparative Advertising Based on Consumer Evaluations of Selected Television Commercials by : Barbara Sharon Whitaker
Download or read book Communications-effectiveness of Comparative Advertising Based on Consumer Evaluations of Selected Television Commercials written by Barbara Sharon Whitaker and published by . This book was released on 1977 with total page 186 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Measuring Advertising Effectiveness by : William D. Wells
Download or read book Measuring Advertising Effectiveness written by William D. Wells and published by Psychology Press. This book was released on 2014-03-05 with total page 419 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume includes edited and revised versions of the papers delivered and discussed at the recent Advertising and Consumer Psychology Conference. Following the theme of the conference -- "Measuring Advertising Effectiveness" -- the book blends academic psychology, marketing theory, survey methodology, and practical experience, while simultaneously addressing the problems and limitations of advertising. Acknowledging that advertisements are subtle, diverse, complex phenomena that require detailed investigation, this compilation explores the multidimensional nature of advertising's diverse effects from both academic and applied perspectives. Updates on theories and methods -- along with expert commentaries -- help to make this a valuable collection that will be of interest to advertising and marketing specialists and communications experts alike.
Book Synopsis Relative Effectiveness of Comparative Advertising and Product Benefit Advertising Among Top Ranked Brands Within a Selected Product Category by : Brian E. Holley
Download or read book Relative Effectiveness of Comparative Advertising and Product Benefit Advertising Among Top Ranked Brands Within a Selected Product Category written by Brian E. Holley and published by . This book was released on with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Comparative Advertising, Disparagement and Trademark Infringement by : Saadiya Suleman
Download or read book Comparative Advertising, Disparagement and Trademark Infringement written by Saadiya Suleman and published by . This book was released on 2018 with total page 33 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advertising pervades society and has become a persuasive force working on collective mentality of the public affecting their behaviour. Advertisements create brand image and reinforce it time and again. Traditionally, advertisers sought to present their goods and services in the most favourable light as possible, attempting to influence the public by highlighting the merits of their product or services. However, the early seventies of the last century, ushered a new era of advertising wherein comparative advertisements and commercials identified the competitors products by name. This has created new issues relating to unfair competition, disparagement and trademark infringement. For the purpose of proclaiming his goods as being the best in the world one might be tempted to compare the advantages of his goods over the goods of others. However, while saying his goods are better than his competitors', can one be allowed to say that the competitors' goods are bad? Does that not amount to slandering/disparaging the goods of his competitors? What if the goods advertised are actually better in quality than those of the competitors? Can a seller use a competitor's trademark in advertisement while comparing the relative qualities of the competitive goods? Or would such use for the purpose of distinguishing and claiming superiority over the competitors' product, in the course of advertisement without the permission of the trademark owner constitute trademark infringement? The paper seeks to analyse the intricacies of law involved in the concept of comparative advertising in relation with product disparagement and trademark infringement.
Book Synopsis Comparative Advertising by : Robert Thomas Stack
Download or read book Comparative Advertising written by Robert Thomas Stack and published by . This book was released on 1978 with total page 258 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Comprehensive Dissertation Index by :
Download or read book Comprehensive Dissertation Index written by and published by . This book was released on 1989 with total page 978 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Comprehensive Dissertation Index: Business & economics, A-K by :
Download or read book Comprehensive Dissertation Index: Business & economics, A-K written by and published by . This book was released on 1984 with total page 808 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis The association effect in comparative advertising.Working paper #461A by : David A. Horne and Michael D. Johnson
Download or read book The association effect in comparative advertising.Working paper #461A written by David A. Horne and Michael D. Johnson and published by . This book was released on 1987 with total page 27 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Comparative Advertising by : B. Shafiulla
Download or read book Comparative Advertising written by B. Shafiulla and published by . This book was released on 2013 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: The term 'disparagement' has not been defined in any statute, and what constitutes product disparagement is derived from judicial pronouncements. The Trademarks Act, 1999, Section 29(8) enunciates a situation where use of another's trademarks in advertising can amount to trademark infringement, if such use does not comply with the conditions laid down under the section. This paper features the benefits of CA and focuses on the cases of disparagement in India. The four major cases of product disparagement considered herein for analysis are: (1) Pepsi Co. Inc. and, Ors. vs. Hindustan Coca Cola Ltd.; (2) GlaxoSmithKline Consumer Healthcare Limited vs. Heinz India Private Limited; (3) New Pepsodent vs. Colgate; and (4) Godrej vs. Vasmol. Recent CA controversies involving Nokia and Onida mobile phone, and Rin and Tide, are also taken as instances for a discussion on CA and disparagement. Based on an analysis of these cases of disparagement, suggestions have been provided to advertisers on how to use comparative advertisements effectively while avoiding product disparagement of competitors.
Book Synopsis Comprehensive Dissertation Index: Business & economics, L-Z by :
Download or read book Comprehensive Dissertation Index: Business & economics, L-Z written by and published by . This book was released on 1984 with total page 794 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Promotion Management & Marketing Communications by : Terence A. Shimp
Download or read book Promotion Management & Marketing Communications written by Terence A. Shimp and published by . This book was released on 1993 with total page 732 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Advertising, Promotion, and Supplemental Aspects of Integrated Marketing Communications by : Terence A. Shimp
Download or read book Advertising, Promotion, and Supplemental Aspects of Integrated Marketing Communications written by Terence A. Shimp and published by South Western Educational Publishing. This book was released on 1997 with total page 626 pages. Available in PDF, EPUB and Kindle. Book excerpt: The fifth edition of Terence Shimp's market-leading Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications fully integrates all aspects of marketing communication, providing a more complete treatment of sales promotion, point-of-purchase communications, and advertising media selection than any text on the market. Thoroughly revised and updated, this new edition is more useful, current, and student-friendly than ever.
