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Author: Christopher A. Summers Publisher: ISBN: Category : Advertising Languages : en Pages : 102
Book Description
“Behavioral targeting” is an Internet-based targeting strategy that delivers digital ads to individuals based on their online behavior (e.g., search, shopping). This dissertation explores the unique ways in which consumers respond to ads using this type of targeting (vs. to ads that use more traditional forms of targeting), demonstrating that a behaviorally targeted ad can act as a social label even when it contains no explicit labeling information. Instead, when consumers recognize that the marketer has made an inference about their identity in order to serve them the ad, the ad itself functions as an implied social label. Across seven studies, I demonstrate that behaviorally targeted ads lead consumers to make adjustments to their self-perceptions to match the implied label; these self-perceptions then impact behavior, including purchase intentions for the advertised product and other behaviors related to the implied label. Importantly, these effects only hold when the label is plausibly connected to consumers’ prior behavior (i.e., when the targeting is at least moderately accurate). I conclude by discussing theoretical and practical implications.
Author: Christopher A. Summers Publisher: ISBN: Category : Advertising Languages : en Pages : 102
Book Description
“Behavioral targeting” is an Internet-based targeting strategy that delivers digital ads to individuals based on their online behavior (e.g., search, shopping). This dissertation explores the unique ways in which consumers respond to ads using this type of targeting (vs. to ads that use more traditional forms of targeting), demonstrating that a behaviorally targeted ad can act as a social label even when it contains no explicit labeling information. Instead, when consumers recognize that the marketer has made an inference about their identity in order to serve them the ad, the ad itself functions as an implied social label. Across seven studies, I demonstrate that behaviorally targeted ads lead consumers to make adjustments to their self-perceptions to match the implied label; these self-perceptions then impact behavior, including purchase intentions for the advertised product and other behaviors related to the implied label. Importantly, these effects only hold when the label is plausibly connected to consumers’ prior behavior (i.e., when the targeting is at least moderately accurate). I conclude by discussing theoretical and practical implications.
Author: Shelly Rodgers Publisher: Routledge ISBN: 1351208292 Category : Business & Economics Languages : en Pages : 548
Book Description
Advertising Theory provides detailed and current explorations of key theories in the advertising discipline. The volume gives a working knowledge of the primary theoretical approaches of advertising, offering a comprehensive synthesis of the vast literature in the area. Editors Shelly Rodgers and Esther Thorson have developed this volume as a forum in which to compare, contrast, and evaluate advertising theories in a comprehensive and structured presentation. With new chapters on forms of advertising, theories, and concepts, and an emphasis on the role of new technology, this new edition is uniquely positioned to provide detailed overviews of advertising theory. Utilizing McGuire’s persuasion matrix as the structural model for each chapter, the text offers a wider lens through which to view the phenomenon of advertising as it operates within various environments. Within each area of advertising theory—and across advertising contexts—both traditional and non-traditional approaches are addressed, including electronic word-of-mouth advertising, user-generated advertising, and social media advertising contexts. This new edition includes a balance of theory and practice that will help provide a working knowledge of the primary theoretical approaches and will help readers synthesize the vast literature on advertising with the in-depth understanding of practical case studies and examples within every chapter. It also looks at mobile advertising in a broader context beyond the classroom and explores new areas such as native advertising, political advertising, mobile advertising, and digital video gaming.
Author: Michael R. Solomon Publisher: Routledge ISBN: 1315526913 Category : Business & Economics Languages : en Pages : 751
Book Description
The key to marketing is understanding and satisfying consumer needs, thus a knowledge of consumer behavior is essential to any organization dealing with customers, users, or clients. This book promises to be a contemporary classic. It brings together an international set of scholars, many of whom are "household names", to examine the diverse approaches to consumer behavior topics. The editors employ a micro to macro structure, dividing each topic into three parts: one reflecting foundational work, one focused on emerging trends, and one covering practical applications. Each part examines the relationship between consumer behaviour and motivation, including well-being, gender, social class, and more, and concludes with practitioner perspectives on the challenges and opportunities that come with understanding customers. Readers will gain insight into how drives that are constantly in flux relate to other aspects of human cognition and behavior, allowing them to reach customers successfully, and to meet their needs. With contributions from leading scholars, including Sidney Levy and Jagdish Sheth, this volume sets the standard as the most comprehensive, cutting-edge resource on the subject of consumer behavior. Students of consumer behaviour and marketing will find this a useful exploration of a fast-moving field, fundamental to the welfare of companies, government, non-profits, and consumers. It will also benefit new and established academic researchers as well as practitioners who want to stay on top of current knowledge.
Author: Jiahong Chen Publisher: Edward Elgar Publishing ISBN: 1839108304 Category : Law Languages : en Pages : 232
Book Description
This insightful book provides a timely review of the potential threats of advertising technologies, or adtech. It highlights the need to protect internet users not only from privacy risks, but also as consumers and citizens online dealing with a highly complex technological setting.
Author: Americus Reed II Publisher: Edward Elgar Publishing ISBN: 1788117735 Category : Business & Economics Languages : en Pages : 496
Book Description
The Handbook of Research on Identity Theory in Marketing features cutting-edge research that delves into the origins and consequences of identity loyalty and organizes these insights around five basic identity principles that span nearly every consumer marketing subdomain. This Handbook is a comprehensive and state of the art treatment of identity and marketing: An authoritative and practical guide for academics, brand managers, marketers, public policy advocates and even intellectually curious consumers.
Author: Remondes, Jorge Publisher: IGI Global ISBN: 1668491486 Category : Business & Economics Languages : en Pages : 323
Book Description
In the rapidly evolving digital landscape, the ability to connect with consumers through personalized and programmatic advertising has become a vital skill for global companies. As the market undergoes a paradigm shift towards consumer-centric approaches, the need for comprehensive knowledge in this domain is escalating every day. Connecting With Consumers Through Effective Personalization and Programmatic Advertising addresses a timely and pivotal theme that is crucial for companies and the academic community. By bridging the gap between theory and practice, this book equips readers with the tools and strategies necessary to make informed decisions and navigate the dynamic landscape of digital marketing. The book's invaluable content serves as a reliable resource for decision-makers in companies seeking to optimize their digital marketing strategies. It also delves into the depths of knowledge, skills, and processes behind effective personalization and programmatic advertising, offering valuable insights for researchers, teachers, students, and professionals alike.
Author: Mark Bartholomew Publisher: Stanford University Press ISBN: 1503602184 Category : Law Languages : en Pages : 291
Book Description
Advertising is everywhere. By some estimates, the average American is exposed to over 3,000 advertisements each day. Whether we realize it or not, "adcreep"—modern marketing's march to create a world where advertising can be expected anywhere and anytime—has come, transforming not just our purchasing decisions, but our relationships, our sense of self, and the way we navigate all spaces, public and private. Adcreep journeys through the curious and sometimes troubling world of modern advertising. Mark Bartholomew exposes an array of marketing techniques that might seem like the stuff of science fiction: neuromarketing, biometric scans, automated online spies, and facial recognition technology, all enlisted to study and stimulate consumer desire. This marriage of advertising and technology has consequences. Businesses wield rich and portable records of consumer preference, delivering advertising tailored to your own idiosyncratic thought processes. They mask their role by using social media to mobilize others, from celebrities to your own relatives, to convey their messages. Guerrilla marketers turn every space into a potential site for a commercial come-on or clandestine market research. Advertisers now know you on a deeper, more intimate level, dramatically tilting the historical balance of power between advertiser and audience. In this world of ubiquitous commercial appeals, consumers and policymakers are numbed to advertising's growing presence. Drawing on a variety of sources, including psychological experiments, marketing texts, communications theory, and historical examples, Bartholomew reveals the consequences of life in a world of non-stop selling. Adcreep mounts a damning critique of the modern American legal system's failure to stem the flow of invasive advertising into our homes, parks, schools, and digital lives.
Author: Chris Fill Publisher: Pearson UK ISBN: 1292235004 Category : Branding (Marketing) Languages : en Pages : 1019
Book Description
The new edition of Marketing Communications delivers a rich blend of theory with examples of contemporary marketing practice. Providing a critical insight into how brands engage audiences, Fill and Turnbull continues to be the definitive marketing communications text for undergraduate and postgraduate students in marketing and related fields. The eighth edition, which contains two new chapters, reflects the changing and disruptive world of marketing communications. Throughout the text the impact of digital media and its ability to influence audience, client, and agency experiences, is considered. Each chapter has been extensively revised, with new examples, the latest theoretical insights, and suggested reading materials. Each of the 22 chapters also has a new case study, drawn from brands and agencies from around the world. Marketing Communications is recognised as the authoritative text for professional courses such as The Chartered Institute of Marketing, and is supported by the Institute of Practitioners in Advertising.
Author: Arie W. Kruglanski Publisher: Oxford University Press ISBN: 0197687466 Category : Body, Mind & Spirit Languages : en Pages : 329
Book Description
The book investigates how the mental organization of goals impacts the motivation to pursue them, overcome obstacles to them, experience intrinsic motivation and flow, and even engage in extreme and risky behavior.
Author: Barrie Gunter Publisher: Routledge ISBN: 100042894X Category : Photography Languages : en Pages : 248
Book Description
The Psychology of the Selfie provides a comprehensive overview and analysis of research on the significance of selfies, offering insights into the topic from a psychological perspective and examining important issues such as body image, self-objectification, mental health and psychological benefits. Selfies are a worldwide phenomenon. Although dismissed by critics as a sign of self-absorbed narcissism, they are also a social currency that maintains and reinforces friendships, a feedback loop for self-identity affirmation, a promotional tool for gaining social influence, and a method for preserving memories of life events. In this book, Barrie Gunter expertly explores the psychological underpinnings of the contemporary global phenomenon of "selfies", from the historical roots and meteoric rise due to technical advancements, to the different personality types of selfie-takers, to social relationships, to group and personal identity. Looking at both the psychological nature and impact of selfies, this book reviews different psychological outcomes for selfie-takers, both positive and negative, and the growth in psychological and physical problems that can sometimes arise. Presenting a comprehensive analysis specifically of selfie behaviour, this book is an essential reference for students and researchers in communications and media, journalism, information studies, psychology and sociology, as well as anyone with a general interest in the phenomenon.
Author: Christopher A. Summers
Author: Christopher A. Summers
Author: Shelly Rodgers
Author: Michael R. Solomon
Author: Jiahong Chen
Author: Americus Reed II
Author: Remondes, Jorge
Author: Mark Bartholomew
Author: Chris Fill
Author: Arie W. Kruglanski
Author: Barrie Gunter