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Author : Wing Fu Paul Chao
Publisher :
ISBN 13 :
Total Pages : 214 pages
Book Rating : 4.:/5 (143 download)
Download or read book The Effects of Advertising, Display and Prices on Low Involvement Purchases written by Wing Fu Paul Chao and published by . This book was released on 1986 with total page 214 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Robert East
Publisher : Springer Science & Business Media
ISBN 13 : 0387233776
Total Pages : 125 pages
Book Rating : 4.3/5 (872 download)
Download or read book The Effect of Advertising and Display written by Robert East and published by Springer Science & Business Media. This book was released on 2013-03-20 with total page 125 pages. Available in PDF, EPUB and Kindle. Book excerpt: Robert East presents evidence on successful advertising campaigns where the brand benefits from more sales and higher prices, and he describes how good advertising can sometimes reduce the cost of doing business. The question of repeated exposure is examined: do sales initially gather pace with additional ad exposures, or do the gains get less and less after the first exposure? New evidence on this issue is assessed. The focus then moves to a model of ad response that covers the evidence on repeated ad exposure and explains how advertising may work over both short-term and long-term periods. The processes that could produce the long-term effect are discussed and new evidence is presented on the function of word of mouth. There is a chapter on the psychological processes that are used to explain ad effect and brief sections on the point of purchase and online advertising.
Author : Nripendra P. Rana
Publisher : Springer Nature
ISBN 13 : 3030243745
Total Pages : 337 pages
Book Rating : 4.0/5 (32 download)
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.
Author : J. Armstrong
Publisher : Springer
ISBN 13 : 0230285805
Total Pages : 326 pages
Book Rating : 4.2/5 (32 download)
Download or read book Persuasive Advertising written by J. Armstrong and published by Springer. This book was released on 2010-05-26 with total page 326 pages. Available in PDF, EPUB and Kindle. Book excerpt: Written by a leading authority, this book is a comprehensive and definitive guide to advertising that incorporates a vast amount of research and expert opinion. It draws upon the evidence to establish principles that can be applied to achieve successful and effective advertising and evaluates all of the relevant attributes and aspects of this.
Author : S. Ramesh Kumar
Publisher : Pearson Education India
ISBN 13 : 9788131722367
Total Pages : 628 pages
Book Rating : 4.7/5 (223 download)
Download or read book Consumer Behaviour And Branding: Concepts, Readings And Cases-The Indian Context written by S. Ramesh Kumar and published by Pearson Education India. This book was released on 2009-09 with total page 628 pages. Available in PDF, EPUB and Kindle. Book excerpt: India is one of the emerging markets that pose a unique set of challenges to marketers. The importance of the context and the usefulness of concepts in the Indian context is the core proposition of the book. The diversity of a mix of factors such as cultural aspects, lifestyles, demographics and unbranded offerings make consumer behaviour a fascinating study. This book focuses on the behavioural principles of marketing and its application to branding in the Indian context. * Consumer behaviour concepts associated with branding * A combination of recent and traditional examples reflecting the application of behavioural concepts * Touch of reality boxes to indicate context-based examples * Caselets and cases drawn from real-life situations * Research findings associated with the Indian context * Topical issues in consumer behaviour like cultural aspects, digital marketing and experiential branding
Author :
Publisher :
ISBN 13 :
Total Pages : 978 pages
Book Rating : 4.3/5 (91 download)
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:
Author : Min Tian
Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.:/5 (112 download)
Download or read book Impact of Retargeted Display Advertising on Multichannel Customer Browsing & Purchase written by Min Tian and published by . This book was released on 2019 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Retargeted display advertising is one of the most popular and growing forms of digital marketing. The main problem in analyzing retargeted display ads is selection bias. I use data from a randomized field experiment to identify the causal impacts of an individually-targeted display advertising campaign on both digital and traditional channels. The field experiment was conducted on the cookie level and I aggregate the data to the individual level for the analysis. Overall, online visits decrease, but web and store purchases increase in response to retargeted display ad campaigns. I find the effect of the retargeted display advertising campaign is not only contemporaneous but also carries over for several days after a consumer leaves the treatment group. The retargeted ad campaign effect also depends on a consumer's distance from a store. Consumers living near a store tend to visit the website as a response to the retargeted ad campaign more than consumers who live farther from a store. In terms of purchasing, people tend to choose the lower cost channel to shop: nearby consumers go to the store as the purchase response to the retargeted ad campaign, and distant consumers go to the online website to place an order in response to the retargeted ad campaign. Methodologically, I provide a novel model to measure individual consumer response along the purchase funnel from consideration to purchase. The model takes into account the cumulative display advertising campaign effect using the ad-stock approach and allows for individual customer heterogeneity in both decay and response. Empirically, I find a significant lift attributable to contemporaneous and carryover effects. Further, this lift manifests both in purchases and across channels.
Author : Gerard J. Tellis
Publisher : SAGE Publications
ISBN 13 : 1452262713
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 Publications. This book was released on 2003-11-20 with total page 217 pages. Available in PDF, EPUB and Kindle. Book excerpt: Understanding 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.
Author : J. L. Zaichkowsky
Publisher : Psychology Press
ISBN 13 : 131782444X
Total Pages : 303 pages
Book Rating : 4.3/5 (178 download)
Download or read book The Psychology Behind Trademark Infringement and Counterfeiting written by J. L. Zaichkowsky and published by Psychology Press. This book was released on 2020-04-01 with total page 303 pages. Available in PDF, EPUB and Kindle. Book excerpt: As those involved in commerce are aware, preventing competitors and others from imitating successful brands is a difficult and costly task. This book serves to inform the reader concerning complexities of the issues of brand imitation, integrating the disciplines of psychology, business, and law to the area of trademark infringement and counterfeiting. Principles and theories from psychology and how they are relevant to consumers' perceptions in the marketplace are used to explain why competitors steal the intellectual property of another company or entity. The possibility of brand imitation or counterfeiting should be contemplated in designing new products or brand packaging, just as it is in the printing of currency. It is the intent of The Psychology Behind Trademark Infringement and Counterfeiting to provide those involved in commerce with some understanding, some ideas, and perhaps some strategy for building differentiated brands that are easy to protect. Brand managers, expert witnesses to trademark cases, intellectual property lawyers, and academics of consumer behavior and marketing will find this book useful to understanding consumer motives and processes of trademark infringement and counterfeiting. It could be used as a textbook in courses on marketing.
Author : S H H Kazmi
Publisher : Excel Books India
ISBN 13 : 9788174466396
Total Pages : 682 pages
Book Rating : 4.4/5 (663 download)
Download or read book Advertising And Sales Promotion written by S H H Kazmi and published by Excel Books India. This book was released on 2008-04-30 with total page 682 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advertising is a brilliant form of art that has become an indispensable part of our lives. As the business scene has transformed for the better in our country, much is happening on the advertising front. To tap the progress of Indian Advertising in this changed scenario, a third edition of the book "Advertising and Sales Promotion" has been prepared for the students. In this new edition, all the chapters have been revised and some moderately updated with more relevant text, figures, boxes, exhibits and references.Following are the highlights of this edition: Matter on Segmentation now includes current framework of Values and Lifestyle and Positioning topic has been re-written; text on Brand Personality and Image has been updated; New Appendices have been added at the end of Part -I and Part - IV, respectively; some new Boxes with insightful contents have been added; and some of the old exhibits have been replaced with the new ones.The book essentially deals with the dynamic concept of Sales Promotion and its effect on the consumer. Particularly meant for the students of management, specialising in marketing; the book provides a thoroughly educative and interesting reading.
Author : Jef Richards
Publisher : Routledge
ISBN 13 : 1135436940
Total Pages : 259 pages
Book Rating : 4.1/5 (354 download)
Download or read book Deceptive Advertising written by Jef Richards and published by Routledge. This book was released on 2013-12-16 with total page 259 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is the first book designed to assist behavioral scientists in the preparation of scholarly or applied research regarding deceptive advertising which will ultimately affect public policy in this area. Because there was an inadequate foundation upon which to build a program of research for this topic, a three-part solution has been devised: 1) a review of how deception is viewed and regulated 2) a theory of how consumers process deceptive information 3) a sensitive and consistent means of measuring deceptiveness. This text provides detailed discussions regarding the intersection of law and behavioral science and its application to deceptive advertising. In so doing, it offers a solid foundation upon which to base expanded behavioral research into how consumers are deceived by advertising claims, and what cognitive processes are involved in that deception.
Author :
Publisher :
ISBN 13 :
Total Pages : 576 pages
Book Rating : 4.F/5 ( download)
Download or read book Dissertation Abstracts International written by and published by . This book was released on 2009-07 with total page 576 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Marilyn A Stone
Publisher : Routledge
ISBN 13 : 1134197446
Total Pages : 505 pages
Book Rating : 4.1/5 (341 download)
Download or read book Fundamentals of Marketing written by Marilyn A Stone and published by Routledge. This book was released on 2007-01-24 with total page 505 pages. Available in PDF, EPUB and Kindle. Book excerpt: Fundamentals of Marketing provides a sound appreciation of the fundamentals of the theory and practice of marketing. Using case studies drawn from a cross section of sectors, in particular the banking, hospitality, retail and public service sectors this textbook critically evaluates the effectiveness of different marketing strategies and approaches. Exploring the principles of marketing this volume engages the reader, not only in theory but also in practice, using a broad range of real-life case studies such as Coca Cola, Apple, FCUK, Virgin, Amazon.com, Barnes and Noble, Dyno Rod and New Zealand wool. The text analyzes the marketing mix: product development, pricing, promotion (and communications marketing) and place (channels of distribution). It also emphasizes the role of Marketing Information Systems (MIS) using internal reporting, marketing intelligence and marketing research including the contribution from marketing research agencies and reviews the role of technology, e-commerce and the Internet in supporting successful marketing. Featuring a support website that provides student and lecturer resources, Fundamentals of Marketing conveys the main principles of marketing in a challenging yet accessible manner and provides the reader with insights into the workings of marketing today. Visit the Companion website at www.routledge.com/textbooks/9780415370974
Author : Dave Chaffey
Publisher : Pearson UK
ISBN 13 : 1292241624
Total Pages : 614 pages
Book Rating : 4.2/5 (922 download)
Download or read book Digital Marketing written by Dave Chaffey and published by Pearson UK. This book was released on 2019-02-05 with total page 614 pages. Available in PDF, EPUB and Kindle. Book excerpt: Now in its seventh edition, 'Digital Marketing' provides comprehensive, practical guidance on how companies can get the most out of digital media and technology to meet their marketing goals.
Author : Amelie Winters
Publisher : Springer Nature
ISBN 13 : 3658347074
Total Pages : 326 pages
Book Rating : 4.6/5 (583 download)
Download or read book Omni-Channel Retailing written by Amelie Winters and published by Springer Nature. This book was released on 2021-08-16 with total page 326 pages. Available in PDF, EPUB and Kindle. Book excerpt: Amelie Winters investigates omni-channel strategies in retail and provides new insights and important implications for researchers and managers based on theoretical considerations and empirical analyses. She shows that retailer should focus on the interdependencies between major purchase channels and emphasizes the need to identify supportive stimuli and cues, such as integration services and online- and omni-channel-specific marketing instruments, to support such transfers and improve behavioral outcomes at the retailer and channel level.
Author : Ying Qu
Publisher : Frontiers Media SA
ISBN 13 : 2832527957
Total Pages : 455 pages
Book Rating : 4.8/5 (325 download)
Download or read book Consumer Psychology in Tourism and Hospitality written by Ying Qu and published by Frontiers Media SA. This book was released on 2023-06-30 with total page 455 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Myriam Ertz
Publisher : Frontiers Media SA
ISBN 13 : 2832535127
Total Pages : 129 pages
Book Rating : 4.8/5 (325 download)
Download or read book Highlights in environmental psychology: Pro-environmental purchase intent written by Myriam Ertz and published by Frontiers Media SA. This book was released on 2023-10-05 with total page 129 pages. Available in PDF, EPUB and Kindle. Book excerpt:
