The Salience Of Marketing Stimuli

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The Salience of Marketing Stimuli

Author : Gianluigi Guido
Publisher : Springer Science & Business Media
ISBN 13 : 1461516218
Total Pages : 308 pages
Book Rating : 4.4/5 (615 download)

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Book Synopsis The Salience of Marketing Stimuli by : Gianluigi Guido

Download or read book The Salience of Marketing Stimuli written by Gianluigi Guido and published by Springer Science & Business Media. This book was released on 2012-12-06 with total page 308 pages. Available in PDF, EPUB and Kindle. Book excerpt: In consumer and social psychology, salience has been generally treated as an attribute of a stimulus, which allows it to stand out and be noticed. Researchers, however, have only vaguely articulated the theoretical underpinnings of this term, thus impeding a thorough understanding of the perceptual processes behind its use in complex marketing communications. This book presents a theoretical approach for enhancing consumer processing and memory of marketing communication. Using schema theory and an information processing approach, the model introduced here - briefly referred to as the In-salience hypothesis emphasizes the nature of prominence which is intrinsic to any salience construct reviewed in literature. This model is part of wider Dichotic theory of salience, according to which a stimulus is salient either when it is incongruent in a certain context to a perceiver's schema, or when it is congruent in a certain context to a perceiver's goal. According to the four propositions of the model, in-salient stimuli are better recalled, affect both attention and interpretation, and are moderated by the degree of perceivers' comprehension (i.e., activation, accessibility, and availability of schemata), and involvement (i.e., personal relevance of the stimuli). Results of two empirical studies on print advertisements show that in-salient ad messages have the strongest impact in triggering ad processing which, in turn, leads to consumer awareness. The reading of this book is therefore recommended not only to academic scholars, but also to marketers especially planning ad campaigns and launches of new products.

Review of Marketing Research

Author : Naresh K. Malhotra
Publisher : Emerald Group Publishing
ISBN 13 : 0857247263
Total Pages : 223 pages
Book Rating : 4.8/5 (572 download)

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Book Synopsis Review of Marketing Research by : Naresh K. Malhotra

Download or read book Review of Marketing Research written by Naresh K. Malhotra and published by Emerald Group Publishing. This book was released on 2008-01-01 with total page 223 pages. Available in PDF, EPUB and Kindle. Book excerpt: Provides articles by the marketing field's leading researchers and academicians. This work includes chapters that are not only theoretically rigorous but also offer detail, including literature reviews, advanced methodologies, empirical studies, emerging trends, international developments, and guidelines for implementation.

Sensory Marketing

Author : Aradhna Krishna
Publisher : Routledge
ISBN 13 : 1135429952
Total Pages : 410 pages
Book Rating : 4.1/5 (354 download)

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Book Synopsis Sensory Marketing by : Aradhna Krishna

Download or read book Sensory Marketing written by Aradhna Krishna and published by Routledge. This book was released on 2011-02-25 with total page 410 pages. Available in PDF, EPUB and Kindle. Book excerpt: What is sensory marketing and why is it interesting and also important? Krishna defines it as marketing that engages the consumers’ senses and affects their behaviors. In this edited book, the authors discuss how sensory aspects of products, i.e., the touch , taste, smell, sound, and look of the products, affect our emotions, memories, perceptions, preferences, choices, and consumption of these products. We see how creating new sensations or merely emphasizing or bringing attention to existing sensations can increase a product’s or service’s appeal. The book provides an overview of sensory marketing research that has taken place thus far. It should facilitate sensory marketing by practitioners and also can be used for research or in academic classrooms.

Two Sources of Value Change: Salience and Pertinence

Author : Steven H. Chaffee
Publisher :
ISBN 13 :
Total Pages : 206 pages
Book Rating : 4.F/5 ( download)

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Book Synopsis Two Sources of Value Change: Salience and Pertinence by : Steven H. Chaffee

Download or read book Two Sources of Value Change: Salience and Pertinence written by Steven H. Chaffee and published by . This book was released on 1965 with total page 206 pages. Available in PDF, EPUB and Kindle. Book excerpt:

International Journal of Market Research

Author :
Publisher :
ISBN 13 :
Total Pages : 880 pages
Book Rating : 4.:/5 (1 download)

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Book Synopsis International Journal of Market Research by :

Download or read book International Journal of Market Research written by and published by . This book was released on 2008 with total page 880 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Marketing, 1776-1976 and Beyond

Author : Kenneth L. Bernhardt
Publisher :
ISBN 13 :
Total Pages : 704 pages
Book Rating : 4.3/5 (512 download)

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Book Synopsis Marketing, 1776-1976 and Beyond by : Kenneth L. Bernhardt

Download or read book Marketing, 1776-1976 and Beyond written by Kenneth L. Bernhardt and published by . This book was released on 1976 with total page 704 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Marketing Communications Management

Author : Paul Copley
Publisher : SAGE
ISBN 13 : 1473908337
Total Pages : 759 pages
Book Rating : 4.4/5 (739 download)

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Book Synopsis Marketing Communications Management by : Paul Copley

Download or read book Marketing Communications Management written by Paul Copley and published by SAGE. This book was released on 2014-09-24 with total page 759 pages. Available in PDF, EPUB and Kindle. Book excerpt: Praise for the first edition: ‘An excellent text for exploring marketing communications in the 21st century.’ - Ann Torres, Lecturer in Marketing, National University of Ireland, Galway ‘First rate and comprehensive. This book has got it just right: a rich blend of academic underpinning and practical examples in a very readable style.’ - Martin Evans, Senior Teaching in Marketing, Cardiff Business School, University of Cardiff This book introduces the core components and concepts of marketing communications for those studying at both undergraduate and postgraduate levels. It covers essential topics such as advertising, direct marketing, corporate communications, public relations, product placement, sales promotion, social media, sponsorship and many more. The author provides a set of managerial frameworks that include analysis, planning and implementation to help prepare those who go on to strategically create and effectively manage marketing communications campaigns. Every chapter includes Snapshots that help you to apply theory to engaging real-world examples. These include: BMW, Harrods, Levi’s, Lynx, Tesco, Tencent, United Colors of Benetton and Wonga. Additionally, Stop Points encourage you to pause and critically reflect upon the topic for deeper learning and higher grades. The Assignment boxes invite you to test your knowledge in the form of a task based on what you have just read to also help push yourself further. The Companion Website includes longer case studies, video feeds and other useful web links, a larger glossary of key terms, and links to SAGE journal articles. Password-protected resources are also available to lecturers, including: PowerPoint slides, a tutor manual, activities for the classroom and indicative responses to the assignments and discussion questions provided in each chapter.

Long range planning

Author : Strategic Planning Society
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.6/5 (31 download)

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Book Synopsis Long range planning by : Strategic Planning Society

Download or read book Long range planning written by Strategic Planning Society and published by . This book was released on 2002 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:

Introduction to Psychology

Author : Jennifer Walinga
Publisher : Hasanraza Ansari
ISBN 13 :
Total Pages : 810 pages
Book Rating : 4./5 ( download)

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Book Synopsis Introduction to Psychology by : Jennifer Walinga

Download or read book Introduction to Psychology written by Jennifer Walinga and published by Hasanraza Ansari. This book was released on with total page 810 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is designed to help students organize their thinking about psychology at a conceptual level. The focus on behaviour and empiricism has produced a text that is better organized, has fewer chapters, and is somewhat shorter than many of the leading books. The beginning of each section includes learning objectives; throughout the body of each section are key terms in bold followed by their definitions in italics; key takeaways, and exercises and critical thinking activities end each section.

Visual Marketing

Author : Michel Wedel
Publisher : Psychology Press
ISBN 13 : 1136676481
Total Pages : 269 pages
Book Rating : 4.1/5 (366 download)

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Book Synopsis Visual Marketing by : Michel Wedel

Download or read book Visual Marketing written by Michel Wedel and published by Psychology Press. This book was released on 2007-09-19 with total page 269 pages. Available in PDF, EPUB and Kindle. Book excerpt: This comprehensive volume aims to further research and theory development in visual marketing. By bringing together leading researchers in the field, it strives to contribute to the establishment of visual marketing as a coherent discipline. The chapters represent an array of issues in visual marketing. They address three areas in theory: attention

International Journal of Research in Marketing

Author : European Marketing Academy
Publisher :
ISBN 13 :
Total Pages : 372 pages
Book Rating : 4.8/5 (116 download)

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Book Synopsis International Journal of Research in Marketing by : European Marketing Academy

Download or read book International Journal of Research in Marketing written by European Marketing Academy and published by . This book was released on 1999 with total page 372 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Managerial Analysis in Marketing

Author : Frederick D. Sturdivant
Publisher :
ISBN 13 :
Total Pages : 776 pages
Book Rating : 4.X/5 ( download)

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Book Synopsis Managerial Analysis in Marketing by : Frederick D. Sturdivant

Download or read book Managerial Analysis in Marketing written by Frederick D. Sturdivant and published by . This book was released on 1970 with total page 776 pages. Available in PDF, EPUB and Kindle. Book excerpt:

American Book Publishing Record

Author :
Publisher :
ISBN 13 :
Total Pages : 2744 pages
Book Rating : 4.F/5 ( download)

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Book Synopsis American Book Publishing Record by :

Download or read book American Book Publishing Record written by and published by . This book was released on 2001 with total page 2744 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Journal of Marketing

Author :
Publisher :
ISBN 13 :
Total Pages : 746 pages
Book Rating : 4.:/5 (321 download)

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Book Synopsis Journal of Marketing by :

Download or read book Journal of Marketing written by and published by . This book was released on 2006 with total page 746 pages. Available in PDF, EPUB and Kindle. Book excerpt: Apr. issues for 1940-42 include Papers and proceedings of the semi-annual [Dec.] meeting of the American Marketing Association, 1939-41.

Who's who in Finance and Business

Author :
Publisher :
ISBN 13 :
Total Pages : 1438 pages
Book Rating : 4.F/5 ( download)

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Book Synopsis Who's who in Finance and Business by :

Download or read book Who's who in Finance and Business written by and published by . This book was released on 2008 with total page 1438 pages. Available in PDF, EPUB and Kindle. Book excerpt:

The Role of Sexually-oriented Stimuli in Advertising

Author : R. Dale Wilson
Publisher :
ISBN 13 :
Total Pages : 20 pages
Book Rating : 4.0/5 ( download)

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Book Synopsis The Role of Sexually-oriented Stimuli in Advertising by : R. Dale Wilson

Download or read book The Role of Sexually-oriented Stimuli in Advertising written by R. Dale Wilson and published by . This book was released on 1978 with total page 20 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Eye Tracking for Visual Marketing

Author : Michel Wedel
Publisher : Now Publishers Inc
ISBN 13 : 1601981546
Total Pages : 105 pages
Book Rating : 4.6/5 (19 download)

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Book Synopsis Eye Tracking for Visual Marketing by : Michel Wedel

Download or read book Eye Tracking for Visual Marketing written by Michel Wedel and published by Now Publishers Inc. This book was released on 2008 with total page 105 pages. Available in PDF, EPUB and Kindle. Book excerpt: Eye-Tracking for Visual Marketing examines the structure of the eye, the visual brain, eye-movements, and methods for recording and analyzing them. It describes the authors' theory and reviews eye-tracking applications in marketing based on this theory.