Author: Glen NowakPublisher:
ISBN:
Category :
Languages : en
Pages : 218
Book Description
The Effects of Product Involvement, Message Appeal, and Viewing Condition on Memory and Evaluation of Television Commercials
Author: Glen NowakResources in education
Author: Journalism Abstracts
Author: Publisher:
ISBN:
Category : Dissertations, Academic
Languages : en
Pages : 686
Book Description
Message Effects in Communication Science
Author: James J. BradacPublisher: SAGE Publications, Incorporated
ISBN:
Category : Language Arts & Disciplines
Languages : en
Pages : 328
Book Description
Message Effects in Communication Science focuses on message effects -- the social and psychological consequences of messages. Following an introductory section which serves as an orientation to the domain of message study and which raises various conceptual, theoretical and methodological issues, contributors examine knowledge-generating messages and strategic or persuasive messages. The effects of stimulating messages designed for on-the-spot consumption including messages designed to entertain and to depict violence, are then considered. Prospects for future research are summarized and discussed in the concluding chapter. Demonstrating the increasingly theoretical state of the study of message effects and addressin
The Role of Affective Responses, Creative Executions, and Viewer Characteristics in Mediating Viewers' Reactions to Direct Response TV Commercials
Author: Glen NowakResources in Education
Author: Consumer Behaviour
Author: Leon SchiffmanPublisher: Pearson Higher Education AU
ISBN: 1486014348
Category : Business & Economics
Languages : en
Pages : 729
Book Description
A trusted resource for Consumer Behaviour theory and practice. Consumer Behaviour explores how the examination and application of consumer behaviour is central to the planning, development, and implementation of effective marketing strategies. In a clear and logical fashion, the authors explain consumer behaviour theory and practice, the use and importance of consumer research, and how social and cultural factors influence consumer decision making. The sixth edition of this Australian text provides expanded coverage of contemporary topics.
Effective Advertising
Author: Gerard J. TellisPublisher: SAGE
ISBN: 1452276749
Category : Business & Economics
Languages : en
Pages : 217
Book Description
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.
Blackwell Handbook of Social Psychology
Author: Abraham TesserPublisher: John Wiley & Sons
ISBN: 0470998504
Category : Psychology
Languages : en
Pages : 704
Book Description
This volume on intraindividual processes is one of a set of four handbooks in the social psychology field and covers social cognition, attitudes, and attribution theory. Includes contributions by academics and other experts from around the world to ensure a truly international perspective. Provides a comprehensive overview of classic and current research and likely future trends. Fully referenced chapters and bibliographies allow easy access to further study. Now available in full text online via xreferplus, the award-winning reference library on the web from xrefer. For more information, visit www.xreferplus.com
Advances in Advertising Research (Vol. 2)
Author: Shintaro OkazakiPublisher: Gabler Verlag
ISBN: 9783834931344
Category : Business & Economics
Languages : en
Pages : 490
Book Description
This volume grew out of research papers presented at the 9th ICORIA (International Conference on Research in Advertising) which was held at Universidad Autónoma de Madrid, Spain, on June 24-26, 2010. The conference involved advertising, communication, and marketing scholars located all over the world, thereby setting an example of diversity and plurality in our ICORIA community.