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Author: Stuart Agres Publisher: Praeger ISBN: Category : Business & Economics Languages : en Pages : 424
Book Description
Written by leading industry practitioners and academic researchers, this book explores the complex relationship between emotion and advertising. The chapters include both theoretical and empirical papers representing a broad spectrum of approaches and techniques. Some of the key topics include the measurement of mood, emotion and feeling in an advertising context, the effects of mood on recall and advertising effectiveness, the interaction of the message with the emotional make-up of the recipient,and the structural aspects of an ad and how they relate to emotional responses. Taken together, these papers represent the cutting edge of research in the area of advertising and emotion and a major contribution to the literature of consumer psychology. The volume is organized into six general sections. Part I provides an overview of the ways in which emotions affect the advertising environment. The next group of chapters investigates how emotional responses to advertising can and should be measured. The third section is comprised of empirical chapters which examine such issues as the potential role of facial expression in the arousal of emotion, differential emotional responses to storyboards, animatics and finished commercials, and the impact on emotional response of the introductory position of the brand name and product category within a commercial. In Part IV, the contributors look at how the emotional reactions to ads affect other constructs or behavior of interest to advertisers, including message recall and attitude toward the ad. The following section contains two chapters that explicitly examine how the emotional make-up of the viewer interacts with the emotional fabric of the ad. The final chapter presents an overview of the role of consumer psychology in the social sciences. Ideal as a set of readings for graduate students and researchers in consumer psychology and advertising research, this book would also be invaluable as a supplemental text for advanced undergraduate or graduate courses in cognitive psychology, social psychology, mass media/communications/journalism, or family economics.
Author: Stuart Agres Publisher: Praeger ISBN: Category : Business & Economics Languages : en Pages : 424
Book Description
Written by leading industry practitioners and academic researchers, this book explores the complex relationship between emotion and advertising. The chapters include both theoretical and empirical papers representing a broad spectrum of approaches and techniques. Some of the key topics include the measurement of mood, emotion and feeling in an advertising context, the effects of mood on recall and advertising effectiveness, the interaction of the message with the emotional make-up of the recipient,and the structural aspects of an ad and how they relate to emotional responses. Taken together, these papers represent the cutting edge of research in the area of advertising and emotion and a major contribution to the literature of consumer psychology. The volume is organized into six general sections. Part I provides an overview of the ways in which emotions affect the advertising environment. The next group of chapters investigates how emotional responses to advertising can and should be measured. The third section is comprised of empirical chapters which examine such issues as the potential role of facial expression in the arousal of emotion, differential emotional responses to storyboards, animatics and finished commercials, and the impact on emotional response of the introductory position of the brand name and product category within a commercial. In Part IV, the contributors look at how the emotional reactions to ads affect other constructs or behavior of interest to advertisers, including message recall and attitude toward the ad. The following section contains two chapters that explicitly examine how the emotional make-up of the viewer interacts with the emotional fabric of the ad. The final chapter presents an overview of the role of consumer psychology in the social sciences. Ideal as a set of readings for graduate students and researchers in consumer psychology and advertising research, this book would also be invaluable as a supplemental text for advanced undergraduate or graduate courses in cognitive psychology, social psychology, mass media/communications/journalism, or family economics.
Author: John O'Shaughnessy Publisher: ISBN: 0195150562 Category : Business & Economics Languages : en Pages : 283
Book Description
How does one choose between a brand name and a generic named product? Why does one choose an item with a slightly lower price than the other? The answer is emotion. The Marketing Power of Emotion, provides a complete, original and anecdote rich account of the marketing power of emotion. This book is written by two of the leading practitioners in the field and is complete with thorough references and real life examples to follow. Emotions, whether it is realized or not is one of the central factors in our buying behavior. Emotions energizes the motivation to buy and certain persuasive techniques are more effective than others are when marketers are trying to resonate emotionally with consumers. This book covers all the essential topics, including the scope of emotion in marketing and how in response to these emotions customers make product appraisals. Finally, this volume covers branding and how emotions play a role in how consumers become loyal to brands.--Publisher's description.
Author: Scott Robinette Publisher: McGraw Hill Professional ISBN: 9780071374477 Category : Business & Economics Languages : en Pages : 284
Book Description
To its millions of loyal customers world-wide, the Hallmark brand stands for more than just greeting cards; it embodies the elusive item every company hopes to capture—the customer’s heart. Hallmark has found that one of the keys to attaining superior customer loyalty is through emotion. Now for the first time, Hallmark reveals its groundbreaking strategy: Emotion Marketing. This strategy can help any company create an emotional bond with customers for a competitive advantage in the marketplace. Emotion Marketing will reveal: • How emotion works to cement customer loyalty • The 3 Emotional E’s—Equity, Experience, and Energy Scott Robinette (Kansas City, MO) is General Manager of Hallmark Business Expressions. Claire Brand (Kansas City, MO) is Customer Marketing Manager at Hallmark. Vicki Lenz (Atlanta, GA) is a writer, consultant, and speaker on business, leadership, and marketing.
Author: Ted Brader Publisher: University of Chicago Press ISBN: 022678830X Category : Political Science Languages : en Pages : 297
Book Description
It is common knowledge that televised political ads are meant to appeal to voters' emotions, yet little is known about how or if these tactics actually work. Ted Brader's innovative book is the first scientific study to examine the effects that these emotional appeals in political advertising have on voter decision-making. At the heart of this book are ingenious experiments, conducted by Brader during an election, with truly eye-opening results that upset conventional wisdom. They show, for example, that simply changing the music or imagery of ads while retaining the same text provokes completely different responses. He reveals that politically informed citizens are more easily manipulated by emotional appeals than less-involved citizens and that positive "enthusiasm ads" are in fact more polarizing than negative "fear ads." Black-and-white video images are ten times more likely to signal an appeal to fear or anger than one of enthusiasm or pride, and the emotional appeal triumphs over the logical appeal in nearly three-quarters of all political ads. Brader backs up these surprising findings with an unprecedented survey of emotional appeals in contemporary political campaigns. Politicians do set out to campaign for the hearts and minds of voters, and, for better or for worse, it is primarily through hearts that minds are won. Campaigning for Hearts and Minds will be indispensable for anyone wishing to understand how American politics is influenced by advertising today.
Author: Dan Hill Publisher: Kogan Page Publishers ISBN: 0749459239 Category : Business & Economics Languages : en Pages : 208
Book Description
Once advertising was all about being 'on-message' and getting talking points right. But breakthroughs in brain science have confirmed what we all know but don't often admit to in business: people are primarily emotional decision-makers. From podcasting, blogs and forums to interactive ads in stations, the heart of the matter is now the consumer's experience as opposed to the company's marketing message. About Face shows how 21st century advertising can realize success by being 'on-emotion' first and foremost. Using data from eye tracking and facial coding to analyse consumer responses, About Face demonstrates exactly which advertising strategies are successful and why. Moving beyond the old Ps of product, price, place and promotion, Dan Hill outlines ten rules for emotionally effective advertising including simplicity, familiarity, relevancy and believability. Emotions rule decision making. About Face shows you that by focussing on the three new Ps of passion, purpose and personality, your campaigns can become more effective and emotionally engaging, taking you closer to the consumer.
Author: Emmanuel Mogaji Publisher: Emerald Group Publishing ISBN: 1787563022 Category : Business & Economics Languages : en Pages : 121
Book Description
Taking into consideration the global financial crisis, the current challenges of competition and open banking, and the looming threat of Brexit, this book explores the implications of using emotional appeals in financial services advertising.
Author: Patricia Cafferata Publisher: Free Press ISBN: Category : Business & Economics Languages : en Pages : 440
Book Description
Practitioner's and academicians' views are integrated in this overview of current thought regarding consumers' cognitive and affective responses to advertising.
Author: Bob M. Fennis Publisher: Psychology Press ISBN: 1317398955 Category : Psychology Languages : en Pages : 451
Book Description
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: Vesna Zabkar Publisher: Springer ISBN: 365818731X Category : Business & Economics Languages : en Pages : 294
Book Description
This book addresses challenges in research and management pertaining to the media, contents, and audiences in our current era of (dis)engagement. These challenges relate to the evidence pointing to increasing/decreasing interactions between actors in social, cultural, and economic systems. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 15th International Conference in Advertising (ICORIA) which was held in Ljubljana (Slovenia) in July 2016. The conference gathered more than 130 participants from various countries from nearly all continents.
Author: Stuart Agres
Author: Stuart Agres
Author: John O'Shaughnessy
Author: Scott Robinette
Author: Ted Brader
Author: Dan Hill
Author: Emmanuel Mogaji
Author: Patricia Cafferata
Author: Les Binet
Author: Bob M. Fennis
Author: Vesna Zabkar