Download or read book a conceptual and methodological framework for comparative advertising research written by and published by . This book was released on 1985 with total page 30 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book A Conceptual and Methodological Framework for Comparative Advertising Research written by David A. Horne and published by . This book was released on 1985 with total page 44 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Comparative Marketing Systems written by Erdener Kaynak and published by Greenwood. This book was released on 1984 with total page 344 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Methodological Framework for Comparative Studies written by Přemysl Maydl and published by . This book was released on 1983 with total page 77 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Television Advertising that Works written by Stephen W. Marshall and published by . This book was released on 2008 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: The research contained in this book contributes to the theoretical and practical knowledge of message strategies and the executional devices used in U.S. television advertising. Using rigorous content analysis, the authors investigated characteristics of commercials from among EFFIE Award winners of 1999 through 2004-advertising originating from "effective" campaigns. This work contributes to advertising research by examining the predictive congruency of the FCB advertising planning grid (see below) with message strategies found in EFFIE commercials; overall EFFIE commercial message strategy and tactic relationships; and content analysis methodology relative to improving objectivity and assessing reliability. This study focuses on producing a benchmark for comparison studies examining differences in message strategies across cultures. The research herein provides a methodological framework for producing comparative studies examining television commercials and other video content (i.e., delivered over the Internet) across cultures.

Download or read book subject referent positiong in comparative advertising written by david a. horne and michael d. johnson and published by . This book was released on 1986 with total page 46 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book A Conceptual Framework for Comparative Marketing Analysis written by James E. Robertson and published by . This book was released on 1970 with total page 328 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Proceedings of the National Conference of the American Marketing Association written by American Marketing Association. National Conference and published by . This book was released on 1963 with total page 676 pages. Available in PDF, EPUB and Kindle. Book excerpt:

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.

Download or read book A Methodological Framework for Conducting Multimodal Rhetorical Analyses of Advertising Films with ATLAS ti written by George Rossolatos and published by . This book was released on 2013 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book The Handbook of Comparative Communication Research written by Frank Esser and published by Routledge. This book was released on 2013-06-19 with total page 870 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Handbook of Comparative Communication Research aims to provide a comprehensive understanding of comparative communication research. It fills an obvious gap in the literature and offers an extensive and interdisciplinary discussion of the general approach of comparative research, its prospect and problems as well as its applications in crucial sub-fields of communications. The first part of the volume charts the state of the art in the field; the second section introduces relevant areas of communication studies where the comparative approach has been successfully applied in recent years; the third part offers an analytical review of conceptual and methodological issues; and the last section proposes a roadmap for future research.

Download or read book Theoretical Developments in Marketing written by Charles W. Lamb, Jr. and published by Marketing Classics Press. This book was released on 2011-10-15 with total page 283 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Comparative Advertising written by and published by . This book was released on 1992 with total page 9 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Comparative Advertising written by Robert Thomas Stack and published by . This book was released on 1978 with total page 258 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Market Segmentation written by Michel Wedel and published by Springer Science & Business Media. This book was released on 2012-12-06 with total page 387 pages. Available in PDF, EPUB and Kindle. Book excerpt: Modern marketing techniques in industrialized countries cannot be implemented without segmentation of the potential market. Goods are no longer produced and sold without a significant consideration of customer needs combined with a recognition that these needs are heterogeneous. Since first emerging in the late 1950s, the concept of segmentation has been one of the most researched topics in the marketing literature. Segmentation has become a central topic to both the theory and practice of marketing, particularly in the recent development of finite mixture models to better identify market segments. This second edition of Market Segmentation updates and extends the integrated examination of segmentation theory and methodology begun in the first edition. A chapter on mixture model analysis of paired comparison data has been added, together with a new chapter on the pros and cons of the mixture model. The book starts with a framework for considering the various bases and methods available for conducting segmentation studies. The second section contains a more detailed discussion of the methodology for market segmentation, from traditional clustering algorithms to more recent developments in finite mixtures and latent class models. Three types of finite mixture models are discussed in this second section: simple mixtures, mixtures of regressions and mixtures of unfolding models. The third main section is devoted to special topics in market segmentation such as joint segmentation, segmentation using tailored interviewing and segmentation with structural equation models. The fourth part covers four major approaches to applied market segmentation: geo-demographic, lifestyle, response-based, and conjoint analysis. The final concluding section discusses directions for further research.

Download or read book Strength of Claims in Comparative Advertising written by R. Dale Wilson and published by . This book was released on 1979 with total page 18 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Comparing Political Communication across Time and Space written by M. Canel and published by Springer. This book was released on 2014-10-29 with total page 261 pages. Available in PDF, EPUB and Kindle. Book excerpt: By using a wide diversity of theoretical and methodological approaches and by encompassing both cross-national and longitudinal analyses, this volume sheds new light on comparative political communication research, such as personalization, globalization, democratization, and the changing nature of journalism,