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Download The Effectiveness Of Comparative Versus Noncomparative Advertising In Stimulating Consumer Involvement And Hierarchy Of Effects Scores full books in PDF, epub, and Kindle. Read online The Effectiveness Of Comparative Versus Noncomparative Advertising In Stimulating Consumer Involvement And Hierarchy Of Effects Scores ebook anywhere anytime directly on your device. Fast Download speed and no annoying ads. We cannot guarantee that every ebooks is available!
Author :
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ISBN 13 :
Total Pages : 540 pages
Book Rating : 4.F/5 ( download)
Download or read book Dissertation Abstracts International written by and published by . This book was released on 1993 with total page 540 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author :
Publisher :
ISBN 13 :
Total Pages : 796 pages
Book Rating : 4.3/5 (91 download)
Download or read book American Doctoral Dissertations written by and published by . This book was released on 1992 with total page 796 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Gerard J. Tellis
Publisher : SAGE
ISBN 13 : 1452276749
Total Pages : 217 pages
Book Rating : 4.4/5 (522 download)
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.
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 : Matin A. Khan
Publisher : New Age International
ISBN 13 : 812241947X
Total Pages : 12 pages
Book Rating : 4.1/5 (224 download)
Download or read book Consumer Behaviour and Advertising Management written by Matin A. Khan and published by New Age International. This book was released on 2007-12 with total page 12 pages. Available in PDF, EPUB and Kindle. Book excerpt: About the Book: This book, Consumer Behaviour and Advertising Management, is addressed primarily to the students pursuing courses in management in universities and students in India. It explains the fundamentals of the subjects and is illustrated with practical examples in Indian environment . It covers almost all the topics required to be studied in the field of consumer behaviour and advertising management. It covers the syllabi of IET. The text on consumer behaviour has been amply made clear with case studies. The chapters on advertising, besides dealing with promotional tools, also exp.
Author : María Jesús Yagüe Guillén
Publisher : MDPI
ISBN 13 : 3039213350
Total Pages : 122 pages
Book Rating : 4.0/5 (392 download)
Download or read book Customer Loyalty and Brand Management written by María Jesús Yagüe Guillén and published by MDPI. This book was released on 2019-09-23 with total page 122 pages. Available in PDF, EPUB and Kindle. Book excerpt: Loyalty is one of the main assets of a brand. In today’s markets, achieving and maintaining loyal customers has become an increasingly complex challenge for brands due to the widespread acceptance and adoption of diverse technologies by which customers communicate with brands. Customers use different channels (physical, web, apps, social media) to seek information about a brand, communicate with it, chat about the brand and purchase its products. Firms are thus continuously changing and adapting their processes to provide customers with agile communication channels and coherent, integrated brand experiences through the different channels in which customers are present. In this context, understanding how brand management can improve value co-creation and multichannel experience—among other issues—and contribute to improving a brand’s portfolio of loyal customers constitutes an area of special interest for academics and marketing professionals. This Special Issue explores new areas of customer loyalty and brand management, providing new insights into the field. Both concepts have evolved over the last decade to encompass such concepts and practices as brand image, experiences, multichannel context, multimedia platforms and value co-creation, as well as relational variables such as trust, engagement and identification (among others).
Author : Marc G. Weinberger
Publisher : Routledge
ISBN 13 : 1000404420
Total Pages : 298 pages
Book Rating : 4.0/5 (4 download)
Download or read book Humor in Advertising written by Marc G. Weinberger and published by Routledge. This book was released on 2021-06-21 with total page 298 pages. Available in PDF, EPUB and Kindle. Book excerpt: Humor has long been one of the most common approaches used in advertising. Whether in a big televised event like the Super Bowl or in new forms of digital advertising, everyone is exposed to funny ads, some of which both entertain the audience and help sell a product. Yet, the use of humor in advertising is complex; clearly not all humorous ads are successful. This comprehensive volume both summarizes the cumulative state of knowledge on humor in advertising and provides new cutting-edge research on key topics such as humor’s use in conjunction with emotional and sexual appeals, its use in digital advertising, and issues related to gender and cross-cultural applicability. Special emphasis is placed on defining humorous advertising and types of humor used, as well as outlining what conditions work for advertisers. The chapters examine humor in advertising and add insights on several cutting-edge issues in this stream of research. An overview article summarizing the overall body of literature accumulated over 50 years of research on humorous advertising defines types of humorous appeals. The degree to which humor is effective and the boundary conditions associated with when and how it works best in advertising is discussed. New research articles further contribute to cumulative knowledge by exploring the interaction of humor with other issues and techniques such as whether it travels internationally, gender issues, its use in conjunction with emotional and sexual appeals, and its presence in the digital contexts. The book concludes with an in-depth look at the evolution of humorous appeals over the oldest traditional advertising medium—outdoor advertising. The chapters in this book were originally published in International Journal of Advertising.
Author : Curtis P. Haugtvedt
Publisher : Psychology Press
ISBN 13 : 1136676201
Total Pages : 1784 pages
Book Rating : 4.1/5 (366 download)
Download or read book Handbook of Consumer Psychology written by Curtis P. Haugtvedt and published by Psychology Press. This book was released on 2018-12-07 with total page 1784 pages. Available in PDF, EPUB and Kindle. Book excerpt: This Handbook contains a unique collection of chapters written by the world's leading researchers in the dynamic field of consumer psychology. Although these researchers are housed in different academic departments (ie. marketing, psychology, advertising, communications) all have the common goal of attaining a better scientific understanding of cognitive, affective, and behavioral responses to products and services, the marketing of these products and services, and societal and ethical concerns associated with marketing processes. Consumer psychology is a discipline at the interface of marketing, advertising and psychology. The research in this area focuses on fundamental psychological processes as well as on issues associated with the use of theoretical principles in applied contexts. The Handbook presents state-of-the-art research as well as providing a place for authors to put forward suggestions for future research and practice. The Handbook is most appropriate for graduate level courses in marketing, psychology, communications, consumer behavior and advertising.
Author : Jochen Wirtz
Publisher : Ws Professional
ISBN 13 : 9781944659219
Total Pages : 0 pages
Book Rating : 4.6/5 (592 download)
Download or read book Service Marketing Communications written by Jochen Wirtz and published by Ws Professional. This book was released on 2017 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Preface -- Introduction -- Integrated service marketing communications -- Defining target audience -- Specifying service communication objectives -- Crafting effective service communication messages -- The services marketing communication mix -- Timing decisions of services marketing communication -- Budget decisions and program evaluation -- Ethical and consumer privacy issues in communications -- The role of corporate design -- Integrated marketing communications -- Conclusion -- Summary -- Endnotes
Author : Richard O. Young
Publisher : Routledge
ISBN 13 : 1317417178
Total Pages : 481 pages
Book Rating : 4.3/5 (174 download)
Download or read book Persuasive Communication written by Richard O. Young and published by Routledge. This book was released on 2016-07-15 with total page 481 pages. Available in PDF, EPUB and Kindle. Book excerpt: This updated and expanded edition of Persuasive Communication offers a comprehensive introduction to persuasion and real-world decision making. Drawing on empirical research from social psychology, neuroscience, business communication research, cognitive science, and behavioral economics, Young reveals the thought processes of many different audiences—from investors to CEOs—to help students better understand why audiences make the decisions they make and how to influence them. The book covers a broad range of communication techniques, richly illustrated with compelling examples, including resumes, speeches, and slide presentations, to help students recognize persuasive methods that do, and do not, work. A detailed analysis of the emotions and biases that go into decision making arms students with perceptive insights into human behavior and helps them apply this understanding with various decision-making aids. Students will learn how to impact potential employers, clients, and other audiences essential to their success. This book will prove fascinating to many, and especially useful for students of persuasion, rhetoric, and business communication.
Author : Daniel M. Wegner
Publisher : New York : Oxford University Press
ISBN 13 :
Total Pages : 328 pages
Book Rating : 4.3/5 (91 download)
Download or read book The Self in Social Psychology written by Daniel M. Wegner and published by New York : Oxford University Press. This book was released on 1980 with total page 328 pages. Available in PDF, EPUB and Kindle. Book excerpt: Current theories of the self in social psychology, such as self-perception theory, self-presentation theory, and self-awareness theory, are presented with a view toward showing their implications for many aspects of social life. "A remarkably comprehensive treatment of a variety of topics whose empirical histories are concentrated within the past 15 years. ... The two editors have done a commendable job of extracting good prose from their authors." --Contemporary Psychology.
Author : Robert W. Palmatier
Publisher : Springer
ISBN 13 : 3319619853
Total Pages : 332 pages
Book Rating : 4.3/5 (196 download)
Download or read book Customer Engagement Marketing written by Robert W. Palmatier and published by Springer. This book was released on 2017-08-29 with total page 332 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book provides a synthesis of research perspectives on customer engagement through a collection of chapters from thought leaders. It identifies cutting-edge metrics for capturing and measuring customer engagement and highlights best practices in implementing customer engagement marketing strategies. Responding to the rapidly changing business landscape where consumers are more connected, accessible, and informed than ever before, many firms are investing in customer engagement marketing. The book will appeal to academics, practitioners, consultants, and managers looking to improve customer engagement.
Author : Joerg Chet Tremmel
Publisher : Earthscan
ISBN 13 : 1849774366
Total Pages : 281 pages
Book Rating : 4.8/5 (497 download)
Download or read book A Theory of Intergenerational Justice written by Joerg Chet Tremmel and published by Earthscan. This book was released on 2009-12 with total page 281 pages. Available in PDF, EPUB and Kindle. Book excerpt: This highly accessible book provides an extensive and comprehensive overview of current research and theory about why and how we should protect future generations. It exposes how and why the interests of people today and those of future generations are often in conflict and what can be done. It rebuts critical concepts such as Parfits' non-identity paradox and Beckerman's denial of any possibility of intergenerational justice. The core of the book is the lucid application of a veil of ignorance to derive principles of intergenerational justice which show that our duties to posterity are stronger than is often supposed. Tremmel's approach demands that each generation both consider and improve the well-being of future generations. To measure the well-being of future generations Tremmel employs the Human Development Index rather than the metrics of utilitarian subjective happiness. The book thus answers in detailed, concrete terms the two most important questions of every theory of intergenerational justice: what to sustain? and how much to sustain?
Author : Geert Molenberghs
Publisher : Springer Science & Business Media
ISBN 13 : 9780387202778
Total Pages : 440 pages
Book Rating : 4.2/5 (27 download)
Download or read book The Evaluation of Surrogate Endpoints written by Geert Molenberghs and published by Springer Science & Business Media. This book was released on 2005-02-28 with total page 440 pages. Available in PDF, EPUB and Kindle. Book excerpt: Covers the latest research on a sensitive and controversial topic in a professional and well researched manner. Provides practical outlook as well as model guidelines and software tools that should be of interest to people who use the software tools described and those who do not. Related title by Co-author Geert Molenbergh has sold more than 3500 copies world wide. Provides dual viewpoints: from scientists in the industry as well as regulatory authorities.
Author : Patrick De Pelsmacker
Publisher : Pearson Higher Ed
ISBN 13 : 0273773240
Total Pages : 641 pages
Book Rating : 4.2/5 (737 download)
Download or read book Marketing Communications written by Patrick De Pelsmacker and published by Pearson Higher Ed. This book was released on 2013-07-04 with total page 641 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing Communications: A European Perspective provides an extensive overview of the key concepts, techniques and applications of marketing communications within a European context. The book covers all elements of the communications mix, including advertising, public relations, sponsorship, sales promotion, direct marketing, point-of-purchase communications, exhibitions, and personal selling. It also offers up-to-date coverage of e-communication, including e-marketing, mobile marketing, interactive television and relationship marketing. Building on the success of the third edition, the fourth edition comes fully updated with brand new material on a diverse range of products and brands such as Coke Zero, Twitter and Wii Fit, as well as coverage of topical issues such as the Barack Obama campaign and the EU anti-smoking campaign. The fifth edition of Marketing Communications: A European Perspective has been fully updated to include: A brand new chapter examining ethical issues in marketing communications Brand new end-of-chapter cases on international companies and organisations such as Mars, UNICEF, Carrefour and many more Video case material linking key marketing communication theory with the practical issues faced by marketing professionals in a variety of companies The book is suitable for both undergraduate and postgraduate students of marketing communications
Author : Barton A Weitz
Publisher : SAGE
ISBN 13 : 9781412921206
Total Pages : 618 pages
Book Rating : 4.9/5 (212 download)
Download or read book Handbook of Marketing written by Barton A Weitz and published by SAGE. This book was released on 2006-08-11 with total page 618 pages. Available in PDF, EPUB and Kindle. Book excerpt: The 'Handbook of Marketing' presents a major retrospective and prospective overview of the field of marketing when many of the traditional boundaries and domains within marketing have been subject to change.
Author : National Research Council
Publisher : National Academies Press
ISBN 13 : 0309141133
Total Pages : 348 pages
Book Rating : 4.3/5 (91 download)
Download or read book Learning Science in Informal Environments written by National Research Council and published by National Academies Press. This book was released on 2009-05-27 with total page 348 pages. Available in PDF, EPUB and Kindle. Book excerpt: Informal science is a burgeoning field that operates across a broad range of venues and envisages learning outcomes for individuals, schools, families, and society. The evidence base that describes informal science, its promise, and effects is informed by a range of disciplines and perspectives, including field-based research, visitor studies, and psychological and anthropological studies of learning. Learning Science in Informal Environments draws together disparate literatures, synthesizes the state of knowledge, and articulates a common framework for the next generation of research on learning science in informal environments across a life span. Contributors include recognized experts in a range of disciplines-research and evaluation, exhibit designers, program developers, and educators. They also have experience in a range of settings-museums, after-school programs, science and technology centers, media enterprises, aquariums, zoos, state parks, and botanical gardens. Learning Science in Informal Environments is an invaluable guide for program and exhibit designers, evaluators, staff of science-rich informal learning institutions and community-based organizations, scientists interested in educational outreach, federal science agency education staff, and K-12 science educators.
