Download or read book Corporate social advertising s effect on audience attitudes toward company and cause written by Cynthia Renee Morton and published by . This book was released on 1999 with total page 460 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Nonprofit Marketing written by Walter Wymer and published by SAGE. This book was released on 2006-03-06 with total page 382 pages. Available in PDF, EPUB and Kindle. Book excerpt: This textbook presents marketing concepts which are then supported with real-world examples. Key features include: treatment of the most important marketing activities, marketing fundamentals, separate chapters on 'social marketing' and cause marketing, and numerous international examples.
Download or read book Communicating Corporate Social Responsibility written by Ralph Tench and published by Emerald Group Publishing. This book was released on 2014-02-07 with total page 456 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book offers a groundbreaking collection of themed chapters in the emerging field of Corporate Social Responsibility (CSR) Communication. Via an international approach, these chapters explore the theory, practice, and issues involved in communicating CSR and make for fascinating reading.
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 Brand Admiration written by C. Whan Park and published by John Wiley & Sons. This book was released on 2016-09-16 with total page 292 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand Admiration uses deep research on consumer psychology, marketing, consumer engagement and communication to develop a powerful, integrated perspective and innovative approach to brand management. Using numerous real-world examples and backed by research from top notch academics, this book describes how companies can turn a product, service, corporate, person or place brand into one that customers love, trust and respect; in short, how to make a brand admired. The result? Greater brand loyalty, stronger brand advocacy, and higher brand equity. Admired brands grow more revenue in a more efficient way over a longer period of time and with more opportunities for growth. The real power of Brand Admiration is that it provides concrete, actionable guidance on how brand managers can make customers (and employees) admire a brand. Admired brands don't just do the job; they offer exactly what customers need (enabling benefits), in way that's pleasing, fun, interesting, and emotionally involving (enticing benefits), while making people feel good about themselves (enriching benefits). Providing these benefits, called 3 Es, is foundational to building , strengthening and leveraging brand admiration. In addition, the authors articulate a common-sense and action based measure of brand equity, and they develop dashboard metrics to diagnose if there are any 'canaries in the coal mine', and if so, what to do next. In short, Brand Admiration provides a coherent, cohesive approach to helping the brand stand the test of time. A well-designed, well-managed brand becomes a part of the public consciousness, and ultimately, a part of the culture. This trajectory is the fruit of decisions made from an integrated strategic standpoint. This book shows you how to shift the process for your brand, with practical guidance and an analytical approach.
Download or read book Narratives in Public Communication written by Fuyuan Shen and published by Taylor & Francis. This book was released on 2023-07-04 with total page 258 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume explores the applications of narrative and storytelling in corporate, public health, and political communications, and its implications for those fields. Using diverse research methods including surveys, experiments, case studies, and content analyses, an international team of authors first explore conceptual and theoretical issues of narrative persuasion, then examine the impact and application of narratives in science communication, political advertising, corporate communication, and social movement before discussing the use of stories in community building, identity construction, and civic engagement. This timely volume will be of interest to academics, researchers, and graduate students who are interested in narratives and communications, within the areas of public relations, public communication, organizational communication, strategic communication, risk and crisis communication, and political communication.
Download or read book Strategic Communication written by Anthony Dudo and published by Routledge. This book was released on 2016-07-01 with total page 205 pages. Available in PDF, EPUB and Kindle. Book excerpt: The focus of this book is Strategic Communication. Communication can be defined as strategic if its development and/or dissemination is driven by an expected outcome. These outcomes can be attitudinal, behavioral, persuasive or knowledge-related; they can lead to change or engagement, or they can miss their mark entirely. In looking at strategic communication, one is not limited to a specific context or discipline. Many of the scholars in the volume are generating research that covers strategic communication in ways that are meaningful across fields. This volume collects the work and idea of scholars who cover the spectrum of strategic communication from source to message to audience to channel to effects. Strategic Communication offers news perspectives across contexts and is rooted firmly in the rich research traditions of persuasion and media effects. Spanning multiple disciplines and written to appeal to a large audience, this book will be found in the hands of researchers, graduate students, and students doing interdisciplinary coursework.
Download or read book Marketing Communications written by John R. Rossiter and published by Prentice Hall. This book was released on 2005 with total page 500 pages. Available in PDF, EPUB and Kindle. Book excerpt: Draws from both academic literature and applied literature and from Europe and Australasia as well as the USA. Covers all contemporary forms of marcoms - brand advertising and direct-response advertising, sales promotion, corporate image advertising and more. Rossiter from Uni of Wollongong, NSW and Bellman from Uni of W.A..
Download or read book Rhetorical and Critical Approaches to Public Relations II written by Dr Robert L Heath and published by Routledge. This book was released on 2013-11-05 with total page 347 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume is the first to illustrate the application of rhetorical theory and critical perspectives to explain public relations practices. It provides a systematic and coherent statement of the critical guidelines and philosophical underpinnings of public relations and as such should guide pedagogy and practice. It also supplies pedagogic and critical standards with which to meet the needs of an increasingly sophisticated society that tends to reject all of public relations as propaganda. With the enormous amount of money spent on product publicity and public policy debates, this book gives practitioners a sense of whether their public relations campaigns make a contribution to the organizational bottom line by means of achieving the timeless standards of the art of rhetoric.
Download or read book The Ashgate Research Companion to Corporate Social Responsibility written by David Crowther and published by Ashgate Publishing, Ltd.. This book was released on 2008-01-01 with total page 434 pages. Available in PDF, EPUB and Kindle. Book excerpt: The term corporate social responsibility (CSR) has gained prominence both in business and in the media and has become one of the most debated management issues. Yet there is still a lack of consensus on what the concept means, what it entails, why it should be embraced and how. This companion offers scholars and graduate students a valuable guide to current thinking and a comprehensive reference to this increasingly important field.
Download or read book Elgar Encyclopedia of Corporate Communication written by Klement Podnar and published by Edward Elgar Publishing. This book was released on 2024-03-14 with total page 579 pages. Available in PDF, EPUB and Kindle. Book excerpt: This comprehensive Encyclopedia captures the intricacies of corporate communication, offering 87 clear, succinct definitions of important concepts within marketing, business, organizational communication and public relations followed by critical, literary analyses of significant research ventures.
Download or read book Effects of Corporate Social Responsibility Communication on Consumers Attitude and Behavior and a Moderator Effect of the Type of Public written by Se Na Lim and published by . This book was released on 2016 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: The purpose of this study is to examine corporate social responsibility (CSR) message strategies on publics' attitude and behavior. To examine the effects of message strategies, this dissertation investigated what type of message strategy is more effective and if different types of strategies differently affect publics' attitude toward a company, purchase intention, and word-of-mouth intention (WOMI). Two issue types (an issue about the company's commitment to production and an issue about the company's commitment to philanthropy) and two types of motive statements (only public-serving motive and a message with public-serving motive and firm-serving motive were adopted. The dissertation also explored how different types of publics moderate the link between the strategies and publics' responses. The types of publics were segmented based on the situational theory of publics (STP). Data were collected from 276 participants who completed the online experiment. Findings indicated that issue types influenced publics' purchase intention and WOMI significantly. But in terms of attitude toward a company, only one company case showed a significant difference between two types of issue. In terms of motive, no significant effects were found. However, an interaction effect between issue and motive on WOMI was found. The interaction effect implied that when people read a message about an issue that contains a statement of the company's philanthropy, stating only a public-serving motive is more effective than stating both a public-serving motive and firm-serving motive. A moderator effect of the public type was found on WOMI. This finding implicated that active publics tend to have more WOMI when they read a public-serving motive and a firm-serving motive in case of an issue with a company's commitment for philanthropy. This study provides a theoretical implication of a possibility of a synthesis of the CSR communication model and the STP. For practitioners, this study provides practical implications regarding effective CSR message strategies for target publics. In spite of several limitations, this study contributes to developing a practical and theoretical framework for CSR communication and to better understanding publics' perception about strategic CSR communication.
Download or read book Buy This Book written by Mica Nava and published by Routledge. This book was released on 2013-11-05 with total page 372 pages. Available in PDF, EPUB and Kindle. Book excerpt: Buy This Book is an important contribution to the history and understanding of consumption and advertising. This book brings together an outstanding collection of writing on the study of advertising, consumer practices and the future directions of research. Advertising and Consumption constitutes an invaluable resource for researchers, teachers and students. The essays are based on new textual and ethnographic research and engage with existing theoretical and historical work to form a volume which is a challenging companion to studies in this field.
Download or read book Corporate Social Responsibility written by Philip Kotler and published by John Wiley & Sons. This book was released on 2011-03-31 with total page 352 pages. Available in PDF, EPUB and Kindle. Book excerpt: Today, corporations are expected to give something back to their communities in the form of charitable projects. In Corporate Social Responsibility, Philip Kotler, one of the world's foremost voices on business and marketing, and coauthor Nancy Lee explain why charity is both good P.R. and good for business. They show business leaders how to choose social causes, design charity initiatives, gain employee support, and evaluate their efforts. They also provide all the best practices and cutting-edge ideas that leaders need to maximize their contributions to social causes and do the most good. With personal stories from twenty-five business leaders from socially responsible companies, this is the bible for today's good corporate citizen.
Download or read book Sustainable Luxury written by Miguel Angel Gardetti and published by Routledge. This book was released on 2017-09-08 with total page 161 pages. Available in PDF, EPUB and Kindle. Book excerpt: Most consumers of luxury products and services use them as status symbols – symbols of success. However, the definition of success – and the way it is perceived by others – is changing. Increasingly, consumers want the brands they use to address growing concerns that luxury products invariably come at a heavy social and environmental cost. The luxury industry faces its biggest challenge yet in satisfying an emerging demand of successful consumerism – products that meet high environmental, social and ethical standards.This collection sees internationally renowned fashion, luxury and sustainability experts come together to explore the challenges faced - and solutions developed - by luxury goods companies in sourcing, producing and marketing luxury products. Sustainable Luxury: Managing Social and Environmental Performance in Iconic Brands represents the most comprehensive collection of current writing on the nascent relationship between sustainability and luxury. It will be essential reading for academics researching sustainable development in the fashion and luxury industries and it will provide invaluable guidance for practitioners seeking the latest research to help them meet consumer demand for sustainable goods and services.
Download or read book The Impact of Socially Conscious Advertis e ments Vs Non socially Conscious Advertis e ments on Consumer Attitudes written by Nora Lynn Anderson and published by . This book was released on 2007 with total page 358 pages. Available in PDF, EPUB and Kindle. Book excerpt: Abstract: Over the past decade more companies have begun participating in socially conscious or cause-related marketing. However, very little research exists that examines the effects of socially conscious advertisements on consumer's attitudes towards the brand, attitudes toward the advertisements and attitude towards the products. The current study examines the impact of socially conscious Kenneth Cole and Benetton advertisements on attitude towards the brand, attitude towards the advertisement and attitude towards the product. More specifically the current study looks at how consumers interpret the visual and verbal metaphors contained within these advertisements. Results indicated that issue knowledge/attitude, involvement and importance impact message understanding and attitude towards the advertisement. However results seem to be issue specific. Results also indicated that individuals who viewed the socially conscious advertisements had a less favorable attitude towards the brand during the post-test. Implications for advertisers are discussed as well as limitations and directions for future research.
Download or read book Good Works written by Philip Kotler and published by John Wiley & Sons. This book was released on 2012-05-22 with total page 288 pages. Available in PDF, EPUB and Kindle. Book excerpt: Businesses can do well by doing good -- Kotler, Hessekiel, and Lee show you how! Marketing guru Philip Kotler, cause marketing authority David Hessekiel, and social marketing expert Nancy Lee have teamed up to create a guide rich with actionable advice on integrating marketing and corporate social initiatives into your broader business goals. Businesspeople who mix cause and commerce are often portrayed as either opportunistic corporate "causewashers" cynically exploiting nonprofits, or visionary social entrepreneurs for whom conducting trade is just a necessary evil in their quest to create a better world. Marketing and corporate social initiatives requires a delicate balancing act between generating financial and social dividends. Good Works is a book for business builders, not a Corporate Social Responsibility treatise. It is for capitalists with the hearts and smarts to generate positive social impacts and bottom-line business results. Good Works is rich with actionable advice on integrating marketing and corporate social initiatives into your broader business goals. Makes the case that purpose-driven marketing has moved from a nice-to-do to a must-do for businesses Explains how to balance social and business goals Author Philip Kotler is one of the world's leading authorities on marketing; David Hessekiel is founder and President of Cause Marketing Forum, the world's leading information source on how to do well by doing good; Nancy Lee is a corporate social marketing expert, and has coauthored books on social marketing with Philip Kotler With Good Works, you'll find that you can generate significant resources for your cause while achieving financial success.
