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Author : Nicole R. McElhany
Publisher :
ISBN 13 :
Total Pages : 58 pages
Book Rating : 4.:/5 (549 download)
Download or read book The Psychology of Comparative Advertising written by Nicole R. McElhany and published by . This book was released on 2001 with total page 58 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Eddie M. Clark
Publisher : Psychology Press
ISBN 13 : 1317783387
Total Pages : 339 pages
Book Rating : 4.3/5 (177 download)
Download or read book Attention, Attitude, and Affect in Response To Advertising written by Eddie M. Clark and published by Psychology Press. This book was released on 2019-10-25 with total page 339 pages. Available in PDF, EPUB and Kindle. Book excerpt: Linked from the days of their origins, psychology and advertising developed as independent disciplines at almost the same time in the late nineteenth century. Providing an important arena in which psychologists have tested methods and theories, advertising has been a stimulus for research and development in such diverse specialties as learning and behavioral decision theory, psychometrics, perception, and social and mathematical psychology. Psychology, in turn, has contributed a wide assortment of tools, theories, and techniques to the practice of advertising. These contributions have found their place in virtually all areas of advertising practice -- stimulating creativity, evaluating the creative product, and informing the scheduling of media. Purposely eclectic, this volume presents new issues in consumer psychology and advertising such as the relationship between gender differences, cortical organization and advertising; new approaches to old issues such as attention as an epiphenomenon, and meta-analysis of comparative advertising research; and new applications of consumer psychology to other fields such as examining health behavior as consumer behavior, affect and political advertising, and the relationship between advertising and eating disorders. This volume is the result of the Sixth Annual Advertising and Consumer Behavior Conference, which was designed to bring together researchers and practitioners from both psychology and advertising. Chapter contributions are made by professionals in advertising and marketing, professors in psychology and marketing departments, and psychologists who consult for advertising and marketing organizations. Thus, the chapters represent a microcosm of the type of interaction that has characterized the interface of psychology and advertising for more than a hundred years.
Author : Fred Beard
Publisher : Rowman & Littlefield
ISBN 13 : 1498560334
Total Pages : 247 pages
Book Rating : 4.4/5 (985 download)
Download or read book Comparative Advertising written by Fred Beard and published by Rowman & Littlefield. This book was released on 2020-07-06 with total page 247 pages. Available in PDF, EPUB and Kindle. Book excerpt: From auto insurance to ready-to-eat soups and satellite TV services, both national and local advertisers in the United States—and increasingly around the world—invest a great deal of time and money on ads and campaigns in which they directly identify their competitors or refer indirectly to “the other guys.” Yet business decision-makers and advertising creative professionals have long believed that creating successful comparative advertising can be extraordinarily difficult. Many have discovered that a strategic or tactical misstep can easily lead to a disaster, such as negative responses from consumers, a successful legal challenge from one or more competitors, or the escalation of hostilities into an ongoing and damaging comparative advertising war. Comparative Advertising: History, Theory, and Practice offers scholars interested in why many business decision-makers believe they can win our loyalty by running down a competitor—as well as anyone who plans, creates, or pays for advertising—a thorough and timely synthesis of the vast body of historical research, theory, and professional insights devoted to one of advertising’s most frequently debated message tactics. The overall goal of this book is to discover answers to a simple question: Why do so many advertisers often rely on a message tactic that research and professional experience confirms they frequently regret using?
Author : Bob M. Fennis
Publisher : Psychology Press
ISBN 13 : 1136988238
Total Pages : 344 pages
Book Rating : 4.1/5 (369 download)
Download or read book The Psychology of Advertising written by Bob M. Fennis and published by Psychology Press. This book was released on 2010-07-12 with total page 344 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 charity (even to causes we have not heard of before), voting for political candidates (even of questionable reputation), 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 book discusses key topics from the fields of social and consumer psychology. Important questions are addressed in the volume such as: What impact does advertising have on consumer behaviour? What causes this impact? What are the psychological processes responsible for the effectiveness of advertising? How do consumers make sense of advertising messages? What messages "get across" and when and why? This is the first book to offer a comprehensive and state-of-the-art overview of the psychological findings on the impact of advertising, and to discuss this research in the context of recent developments in the fields of social and consumer psychology. It presents and discusses results of both classic and contemporary studies in an engaging style that avoids highly technical language. The authors have included a glossary of frequently used concepts which assists student comprehension, making it a unique and invaluable volume for advanced undergraduate and graduate students as well as researchers and lecturers in social psychology, marketing, and communications. It is also a useful resource for professionals working in advertising, public health, public services and political communication.
Author : David A. Horne and Michael D. Johnson
Publisher :
ISBN 13 :
Total Pages : 27 pages
Book Rating : 4.L/5 ( download)
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:
Author : Ruth M. Corbin
Publisher : Academic Press
ISBN 13 : 012809351X
Total Pages : 192 pages
Book Rating : 4.1/5 (28 download)
Download or read book Practical Guide to Comparative Advertising written by Ruth M. Corbin and published by Academic Press. This book was released on 2018-11-22 with total page 192 pages. Available in PDF, EPUB and Kindle. Book excerpt: Practical Guide to Comparative Advertising: Dare to Compare is an authoritative, engaging handbook on comparative advertising for food and non-food consumer products. Claim substantiation is a common stakeholder interest among management, advertisers, lawyers and researchers. This handbook covers the corporate culture and strategic goals that encourage comparative advertising, laws and regulations, standards for research evidence, and examples that bring the concepts to life. Of particular value to corporate brand managers, the book includes a checklist of process steps and quality controls that allow managers to orchestrate comparative ad campaigns and manage the risk of complaints from indignant competitors. Alerts research, development and marketing professionals to potential competition issues and legal concerns Provides a reference source for courts of law with respect to accepted industry standards and practices Presents an authoritative perspective, in plain language, on laws and regulations governing comparative advertising, and on worldwide standards governing research evidence in support of advertising claims Covers food and beverage, nutritional supplements, cosmetics and other consumer advertised products
Author : Robert Thomas Stack
Publisher :
ISBN 13 :
Total Pages : 258 pages
Book Rating : 4.3/5 (129 download)
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:
Author : Bob Michaël Fennis
Publisher :
ISBN 13 : 9780367346393
Total Pages : 466 pages
Book Rating : 4.3/5 (463 download)
Download or read book The Psychology of Advertising written by Bob Michaël Fennis and published by . This book was released on 2020 with total page 466 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Psychology of Advertising offers a comprehensive exploration of theory and research in (consumer) psychology on how advertising impacts the thoughts, emotions and actions of consumers. It links psychological theories and empirical research findings to real-life industry examples, showing how scientific research can inform marketing practice. 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. This revised and fully updated third edition of The Psychology of Advertising offers a comprehensive and state-of-the art overview of psychological theorizing and research on the impact of online and offline advertising and discusses how the traces consumers leave on the Internet (their digital footprint) guides marketers in micro-targeting their advertisements. The new edition also includes new coverage of big data, privacy, personalization and materialism, and engages with the issue of the replication crisis in psychology, and what that means in relation to studies in the book. Including a glossary of key concepts, updated examples and illustrations, this is a unique and invaluable resource for advanced undergraduate and graduate students and instructors. Suitable for psychology, advertising, marketing and media courses. It is also a valuable guide for professionals working in advertising, public health, public services and political communication.
Author : Mark B. Traylor
Publisher :
ISBN 13 :
Total Pages : 378 pages
Book Rating : 4.3/5 (129 download)
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:
Author : Gerhard Raab
Publisher : CRC Press
ISBN 13 : 1317018702
Total Pages : 412 pages
Book Rating : 4.3/5 (17 download)
Download or read book The Psychology of Marketing written by Gerhard Raab and published by CRC Press. This book was released on 2016-02-24 with total page 412 pages. Available in PDF, EPUB and Kindle. Book excerpt: This comprehensive guide to both the theory and application of psychology to marketing comes from the author team that produced the acclaimed Customer Relationship Management. It will be of immeasurable help to marketing executives and higher level students of marketing needing an advanced understanding of the applied science of psychology and how it bears on consumers; on influencing; and on the effective marketing of organizations themselves, as well as of products and services. Drawing on consumer, management, industrial, organizational, and market psychology, The Psychology of Marketing's in-depth treatment of theory embraces: ¢ Cognition theories. ¢ Personality, perception and memory. ¢ Motivation and emotion. ¢ Power, control, and exchange. Complemented by case studies from across the globe, The Psychology of Marketing provides a trans-national perspective on how the theory revealed here is applied in practice. Marketers and those aspiring to be marketers will find this book an invaluable help in their role as 'lay psychologists'.
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 : 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 : David A. Horne
Publisher :
ISBN 13 :
Total Pages : 44 pages
Book Rating : 4.3/5 ( download)
Download or read book A Conceptual and Methodological Framework for Comparative Advertising Research written by David A. Horne and published by . This book was released on 1985 with total page 44 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Walter Dill Scott
Publisher :
ISBN 13 :
Total Pages : 310 pages
Book Rating : 4.3/5 (91 download)
Download or read book The Psychology of Advertising written by Walter Dill Scott and published by . This book was released on 1910 with total page 310 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book a conceptual and methodological framework for comparative advertising research written by and published by . This book was released on 1985 with total page 30 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : John Broadus Watson
Publisher :
ISBN 13 :
Total Pages : 464 pages
Book Rating : 4.:/5 (4 download)
Download or read book Behavior written by John Broadus Watson and published by . This book was released on 1914 with total page 464 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : R. Dale Wilson
Publisher :
ISBN 13 :
Total Pages : 18 pages
Book Rating : 4.0/5 ( download)
Download or read book Strength of Claims in Comparative Advertising written by R. Dale Wilson and published by . This book was released on 1979 with total page 18 pages. Available in PDF, EPUB and Kindle. Book excerpt:
