The Effects Of Comparative Advertising Format On Consumer Responses

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Comparative Advertising

Author : Fred Beard
Publisher : Rowman & Littlefield
ISBN 13 : 1498560334
Total Pages : 247 pages
Book Rating : 4.4/5 (985 download)

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Book Synopsis Comparative Advertising by : Fred Beard

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?

Digital and Social Media Marketing

Author : Nripendra P. Rana
Publisher : Springer Nature
ISBN 13 : 3030243745
Total Pages : 337 pages
Book Rating : 4.0/5 (32 download)

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Book Synopsis Digital and Social Media Marketing by : Nripendra P. Rana

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.

Attention, Attitude, and Affect in Response To Advertising

Author : Eddie M. Clark
Publisher : Psychology Press
ISBN 13 : 1317783379
Total Pages : 346 pages
Book Rating : 4.3/5 (177 download)

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Book Synopsis Attention, Attitude, and Affect in Response To Advertising by : Eddie M. Clark

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 346 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.

Attention, Attitude, and Affect in Response To Advertising

Author : Eddie M. Clark
Publisher : Psychology Press
ISBN 13 : 1317783387
Total Pages : 339 pages
Book Rating : 4.3/5 (177 download)

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Book Synopsis Attention, Attitude, and Affect in Response To Advertising by : Eddie M. Clark

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.

Psychological Processes and Advertising Effects

Author : Linda F. Alwitt
Publisher : Taylor & Francis
ISBN 13 : 1000549127
Total Pages : 318 pages
Book Rating : 4.0/5 (5 download)

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Book Synopsis Psychological Processes and Advertising Effects by : Linda F. Alwitt

Download or read book Psychological Processes and Advertising Effects written by Linda F. Alwitt and published by Taylor & Francis. This book was released on 2022-02-16 with total page 318 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the 1980s our understanding of how advertising affects consumer behavior was undergoing a dramatic transformation. Recent theoretical and methodological advances in cognitive psychology, social cognition, and artificial intelligence were largely responsible for this transformation. These advances provided a better understanding of the information acquisition process and how information is stored in memory. Consequently, we have been able to incorporate memory, the processing of visual information and affect into our models of advertising effects. However, there were still many unanswered questions. Among these are: (1) Exactly what is the relationship between the different mediators of persuasion? (2) How is memory for advertising related to persuasion? (3) What are the theoretical underpinnings of attitude toward the advertisement? (4) What determines the effect of persuasion over time? (5) What factors affect attention to advertising? (6) What psychological processes occur during the watching of a television commercial? and (7) What factors affect individual differences in the processing of advertising messages? Originally published in 1985, the chapters in this volume provide insights into these questions. They are organized in terms of four psychological processes which contribute to our understanding of how advertising works. These are affective reactions to advertisements, persuasion, psychological processes during television viewing, and involvement.

Market Research Report on DETERGENT INDUSTRY IN INDIA- Market Size, Opportunities, Comparative Financial Analysis, Demand-Supply Scenario, Outlook and Forecasts Upto 2017

Download Market Research Report on DETERGENT INDUSTRY IN INDIA- Market Size, Opportunities, Comparative Financial Analysis, Demand-Supply Scenario, Outlook and Forecasts Upto 2017 PDF Online Free

Author : NPCS Team
Publisher : NIIR PROJECT CONSULTANCY SERVICES
ISBN 13 : 9381039399
Total Pages : 105 pages
Book Rating : 4.3/5 (81 download)

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Book Synopsis Market Research Report on DETERGENT INDUSTRY IN INDIA- Market Size, Opportunities, Comparative Financial Analysis, Demand-Supply Scenario, Outlook and Forecasts Upto 2017 by : NPCS Team

Download or read book Market Research Report on DETERGENT INDUSTRY IN INDIA- Market Size, Opportunities, Comparative Financial Analysis, Demand-Supply Scenario, Outlook and Forecasts Upto 2017 written by NPCS Team and published by NIIR PROJECT CONSULTANCY SERVICES. This book was released on 2014-03-04 with total page 105 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Market Research Report on DETERGENT INDUSTRY IN INDIA- Market Size, Opportunities, Comparative Financial Analysis, Demand-Supply Scenario, Outlook and Forecasts Upto 2017 released by Niir Project Consultancy Services, provides a comprehensive analysis of the detergent sector in India. The report covers industry aspects like overview & outlook of the industry, demand-supply scenario, opportunities & challenges in the sector and competitive landscape of the industry with market shares of the key players. The report also provides company profiles of players like Hindustan Unilever Ltd (HUL), Nirma Ltd and Rohit Surfactants Pvt Ltd (RSPL). Procter & Gamble (P&G) is also a key player in the laundry detergent sector in India. The report embarks the analysis with elucidating the overview of the laundry detergent industry with classification and history of detergents in India. The report then moves ahead with the demand supply analysis of the sector. It covers data details of total laundry detergent demand in India and synthetic detergent demand in India with forecasted numbers till 2017. It also states the past data of detergent sales volume of key players in the segment. Similarly supply side analysis enumerates production of detergent in India with forecasts upto 2017, past data of detergent production by key players as well as future projects announced by them. The next segment of the report examines the growth opportunities and challenges existing for the industry. Opportunities like growing disposable incomes & Indian middle class, growing washing machine penetration in the nation and low per capita consumption of detergents, exist for the sector whereas the industry faces challenges in the form of raw material price fluctuations and environmental hazards of using detergents. This section is followed by key player information segment which give insights like key player profiles, market shares and Herfindahl-Hirschman Index. It also shares vital information like shareholding pattern and financial summary of the key companies. The segment further includes in-depth comparative analysis of HUL and Nirma Ltd. It compares the two companies’ performance in the detergent segment and provides details like detergent brands owned by the companies, detergent segment sales & sales contribution, segment profit, assets & liabilities and segment capital expenditure over 2009-13. Also, the data mentioned above is graphically presented to enhance the understanding of comparative analysis of the two companies. The report further gives a peer group analysis of all the players operating in the fabric wash segment. It covers contact information like address of registered office and director’s name, key financials like plant location, raw material consumption and financial comparison covering balance sheet, profit & loss account and financial ratios. Gradual shift experienced by the sector from mass segment to premium and super premium segment will bring another round of growth for the household detergents sector. The detergent sector in the laundry care industry has grown from INR 57 billion in 2003 to INR 130 billion in 2011, registering a growth of ~11% during the period. We estimate the industry to reach levels of INR 241 billion by 2017. Reasons for Buying this Report: • This research report helps you get a detail picture of the industry by providing overview of the industry along with the market structure, classification and opportunities for the sector • This report helps to understand the present status of the industry by providing a scrutiny of the demand- supply situation with forecasts • Report provides analysis and in-depth financial comparison of major players/competitors • The report provides in-depth analysis of the two major players of the segment- HUL and Nirma Ltd, which will help highlight the performance of the companies in the detergent segment • The report provides forecasts of key parameters which helps to anticipate the industry performance Our Approach: • Our research reports broadly cover Indian markets, present analysis, outlook and forecast for a period of five years. • The market forecasts are developed on the basis of secondary research and are cross-validated through interactions with the industry players • We use reliable sources of information and databases. And information from such sources is processed by us and included in the report

Proceedings of the 1998 Academy of Marketing Science (AMS) Annual Conference

Author : John B. Ford
Publisher : Springer
ISBN 13 : 3319130846
Total Pages : 560 pages
Book Rating : 4.3/5 (191 download)

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Book Synopsis Proceedings of the 1998 Academy of Marketing Science (AMS) Annual Conference by : John B. Ford

Download or read book Proceedings of the 1998 Academy of Marketing Science (AMS) Annual Conference written by John B. Ford and published by Springer. This book was released on 2015-02-05 with total page 560 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume includes the full proceedings from the 1998 Academy of Marketing Science (AMS) Annual Conference held in Norfolk, Virginia. The research and presentations offered in this volume cover many aspects of marketing science including marketing strategy, consumer behaviour, entrepreneurial marketing, international marketing, advertising, marketing education, among others. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.

Influences of the Mass Media

Author : Roger Haney
Publisher : Cambridge Scholars Publishing
ISBN 13 : 1036411931
Total Pages : 409 pages
Book Rating : 4.0/5 (364 download)

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Book Synopsis Influences of the Mass Media by : Roger Haney

Download or read book Influences of the Mass Media written by Roger Haney and published by Cambridge Scholars Publishing. This book was released on 2024-10-09 with total page 409 pages. Available in PDF, EPUB and Kindle. Book excerpt: Useful to both professional persuaders and students of media effects, this book presents theories and empirical research on methods of social influence, including advertising, agenda-setting, propaganda, public relations, and public communication campaigns. The reader first learns how source credibility affects persuasion and the theories that account for persuasion effects, followed by research on the third-person effect – the belief that others are affected by persuasion attempts, but not ourselves. A chapter on the effects of advertising follows, including effects on children, and research on subliminal messages. The third chapter presents theories and research on the notion of agenda-setting, and the finding that while the media may not be overly effective in persuasion, it is effective in getting the audience to believe issues covered by the media are the most important facing society. The final chapter covers the history of propaganda, the development of public relations, and the effectiveness of government campaigns, such as the Smokey the Bear campaign and various health campaigns.

Cracking the Code: Leveraging Consumer Psychology to Drive Profitability

Author : Steven S. Posavac
Publisher : Routledge
ISBN 13 : 131747371X
Total Pages : 319 pages
Book Rating : 4.3/5 (174 download)

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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 319 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.

Inside Consumption

Author : S. Ratneshwar
Publisher : Routledge
ISBN 13 : 1134293755
Total Pages : 382 pages
Book Rating : 4.1/5 (342 download)

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Book Synopsis Inside Consumption by : S. Ratneshwar

Download or read book Inside Consumption written by S. Ratneshwar and published by Routledge. This book was released on 2005-11-16 with total page 382 pages. Available in PDF, EPUB and Kindle. Book excerpt: Following on from The Why of Consumption, this book examines motivational factors in diverse consumption behaviours. In a world where consumption has become the defining phenomenon of human life and society, it addresses the effects of critical life events on consumption motives, and the sociological and intergenerational influences on consumer motives and preferences. Its cross-disciplinary approach brings together some of the leading scholars from diverse subject areas to examine the central question about consumption: ‘why?’. This is a unique and invaluable contribution to the area, and an essential asset for all those involved in researching, teaching or studying consumption and consumer behaviour.

Negative Political Advertising

Author : Karen S. Johnson-Cartee
Publisher : Routledge
ISBN 13 : 1135439184
Total Pages : 331 pages
Book Rating : 4.1/5 (354 download)

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Book Synopsis Negative Political Advertising by : Karen S. Johnson-Cartee

Download or read book Negative Political Advertising written by Karen S. Johnson-Cartee and published by Routledge. This book was released on 2013-12-16 with total page 331 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume provides a unique synthesis of the relevant literature from academic studies in the fields of political science, marketing, advertising, speech communication, telecommunication, and public relations combined with the practical wisdom of professional consultants. Offering the reader both the theory and practical applications associated with negative political advertising, this is the first book devoted exclusively to the various forms of negative campaigning in the United States. After developing a typology of negative political spots for greater clarity in explaining and evaluating them, the book addresses effectiveness questions such as: What works? When? Why? and How?

Handbook of Research on Future Policies and Strategies for Nation Branding

Author : Pistikou, Victoria
Publisher : IGI Global
ISBN 13 : 1799875350
Total Pages : 383 pages
Book Rating : 4.7/5 (998 download)

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Book Synopsis Handbook of Research on Future Policies and Strategies for Nation Branding by : Pistikou, Victoria

Download or read book Handbook of Research on Future Policies and Strategies for Nation Branding written by Pistikou, Victoria and published by IGI Global. This book was released on 2021-06-18 with total page 383 pages. Available in PDF, EPUB and Kindle. Book excerpt: By taking corporate marketing concepts and applying it to countries, “nation branding” is a way for these regions to enhance their reputations and project a desired image for international recognition. New modes of publicity and marketing geared towards geographic location fall into this category, leading nation branding to have vast benefits for the economics and societies of countries. New marketing strategies have emerged and are being adopted to consequently brand countries with this purpose of economic growth. By studying these emerging strategies and methods, nations can best develop a desired brand and reputation to foster growth and prosperity. The Handbook of Research on Future Policies and Strategies for Nation Branding discusses how exactly nation branding works to benefit the function and mission of these nations along with showing how nation branding can be used as a strategic asset for the redesign of economic, political, and social characteristics of a country. The chapters outline the given situation of nations and the nature and implications of the brand that is required, measure branding inference, and propose future steps for nation branding. This book is a critical reference source for brand managers, tourism professionals, marketers, advertisers, government officials, travel agencies, academicians, researchers, and students working in the fields of international relations, economics, social sciences, business studies, marketing, and entrepreneurship.

Financial Communications

Author : S. Wang
Publisher : Springer
ISBN 13 : 113735187X
Total Pages : 237 pages
Book Rating : 4.1/5 (373 download)

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Book Synopsis Financial Communications by : S. Wang

Download or read book Financial Communications written by S. Wang and published by Springer. This book was released on 2013-12-18 with total page 237 pages. Available in PDF, EPUB and Kindle. Book excerpt: Financial Communications showcases why it is crucial for financial institutions to enhance key communication processes, rebuild trust with its customer base, improve relationships, and derive better brand awareness amongst key stakeholders within the industry.

American Doctoral Dissertations

Author :
Publisher :
ISBN 13 :
Total Pages : 816 pages
Book Rating : 4.3/5 (91 download)

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Book Synopsis American Doctoral Dissertations by :

Download or read book American Doctoral Dissertations written by and published by . This book was released on 2000 with total page 816 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Recent Developments in Antitrust

Author : Jay Pil Choi
Publisher : MIT Press
ISBN 13 : 0262033569
Total Pages : 353 pages
Book Rating : 4.2/5 (62 download)

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Book Synopsis Recent Developments in Antitrust by : Jay Pil Choi

Download or read book Recent Developments in Antitrust written by Jay Pil Choi and published by MIT Press. This book was released on 2007 with total page 353 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this volume, specialists from the United States and the European Union examine conceptual and empirical issues involved in antitrust policy in light of recent developments in the field.

Breakthrough Advertising

Author : Eugene Schwartz
Publisher :
ISBN 13 : 9780998503509
Total Pages : pages
Book Rating : 4.5/5 (35 download)

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Book Synopsis Breakthrough Advertising by : Eugene Schwartz

Download or read book Breakthrough Advertising written by Eugene Schwartz and published by . This book was released on 2017-04-15 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:

Effective Advertising

Author : Gerard J. Tellis
Publisher : SAGE
ISBN 13 : 1452276749
Total Pages : 217 pages
Book Rating : 4.4/5 (522 download)

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Book Synopsis Effective Advertising by : Gerard J. Tellis

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.