Download or read book Developing Emotional Appeals in Internet Advertising written by Manish Srivastava and published by GRIN Verlag. This book was released on 2008-11-24 with total page 17 pages. Available in PDF, EPUB and Kindle. Book excerpt: Research Paper (postgraduate) from the year 2008 in the subject South Asian Studies, South-Eastern Asian Studies, grade: A, , language: English, abstract: Online media and its increasing usage rate have changed the marketer’s world for targeting their consumers. Internet advertising has recaptured the imagination of marketers, who see an enormous potential to raise the profile of their brands through Internet vehicles. Companies are moving online across the spectrum of marketing activities, from building awareness to after-sales service, and they see online tools as an important and effective component of their marketing strategies. In the light of widespread use of Internet, the marketers & advertisers target their consumers by developing emotional bonding/ connection with them. Today, most of the Internet advertisements are created on the basis of emotional integration appeals. Currently, there exists are limited studies related to emotional connection and its formation. Therefore, the objective of this research paper is to provide an insight at the factors responsible for developing emotional appeal, and a means by which internet advertising can contribute to the formation of emotionally-charged consumer connection. The paper first describes the importance of Internet advertising in this digital economy and emotional message appeals used by the advertisers in the internet advertisements The second part explores contribution of each of the factors in the process of developing emotional connection with the audience and also Integration of these factors in developing emotional bonding with the viewers.
Download or read book Emotional Appeals in Advertising Banking Services written by Emmanuel Mogaji and published by Emerald Group Publishing. This book was released on 2018-05-01 with total page 121 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Download or read book Close Reading the Media written by Frank Baker and published by Routledge. This book was released on 2017-12-12 with total page 234 pages. Available in PDF, EPUB and Kindle. Book excerpt: Teach middle school students to become savvy consumers of the TV, print, and online media bombarding them every day. In this timely book copublished by Routledge and MiddleWeb, media literacy expert Frank W. Baker offers thematic lessons for every month of the school year, so you can engage students in learning by having them analyze the real world around them. Students will learn to think critically about photos, advertisements, and other media and consider the intended purposes and messages. Topics include: Helping students detect fake news; Unraveling the messages in TV advertising; Looking at truth vs propaganda in political ads and debates; Revealing how big media influences the news we read; Understanding how pictures changed America during the Civil Rights Movement; Exploring the language of film and the symbols of costume design; Thinking about how media appeals to our emotions; Examining branding, product placement, and the role of celebrity; Reading and interpreting iconic news images; And much, much more! In addition, the book’s lesson plans contain connections to key standards and step-by-step activities you can use immediately. With this practical book, you’ll have all the tools and ideas you need to help today’s students successfully navigate their media-filled world.
Download or read book The Essential Guide on Internet Marketing Creating the Best Products Online written by Shu Chen Hou and published by KOKOSHUNGSAN®. This book was released on with total page 50 pages. Available in PDF, EPUB and Kindle. Book excerpt: Looking to start an online business but don't know where to begin? Look no further than "The Essential Guide on Internet Marketing: Creating the Best Products Online." This comprehensive guide provides all the information you need to launch a successful online business and start generating income from your own digital products. Whether you're an experienced marketer or just starting out, this guide covers everything from the basics of internet marketing to advanced techniques for building traffic, generating leads, and converting sales. You'll learn how to identify profitable niches, create high-quality digital products, and market your business effectively to reach your target audience. With detailed chapters on topics such as web traffic, email marketing, social media, and search engine optimization, this guide is packed with practical tips and strategies for building a successful online business. You'll learn how to optimize your website for search engines, create effective email campaigns, and use social media to build a loyal following of customers and fans. Whether you're looking to create a passive income stream or build a full-time online business, "The Essential Guide on Internet Marketing: Creating the Best Products Online" has everything you need to get started. With its clear, concise writing and practical advice, this guide is the perfect resource for anyone looking to succeed in the world of online business. So why wait? Order your copy today and start building your dream business online!
Download or read book Emotionomics written by Dan Hill and published by Kogan Page Publishers. This book was released on 2010-10-03 with total page 288 pages. Available in PDF, EPUB and Kindle. Book excerpt: 'I believe that 'emotion' is where it's at' Tom Peters For far too long, emotions have been ignored in favour of rationality and efficiency, but breakthroughs in brain science have revealed that people are primarily emotional decision-makers. Many companies have not yet accepted that fact, much less acted on it. In this fully revised edition, Emotionomics will help you to understand emotions in terms of business opportunities - both in the marketplace and in the workplace. In today's highly competitive marketplace where many products look alike, it is the emotional benefit that can make the difference. At the same time, companies with engaged, productive work forces will undoubtedly achieve competitive advantage. Dan Hill's book draws on insights gathered through facial coding, the single best viable means of measuring and managing the emotional response of customers and employees, to help you to leverage emotions for business success in terms of branding, product design, advertising, sales, customer satisfaction, leadership and employee management. Emotions matter and Emotionomics will help you to step closer to customers and employees, but step ahead of your competitors.
Download or read book Emotional Design written by Don Norman and published by Basic Books. This book was released on 2007-03-20 with total page 276 pages. Available in PDF, EPUB and Kindle. Book excerpt: Why attractive things work better and other crucial insights into human-centered design Emotions are inseparable from how we humans think, choose, and act. In Emotional Design, cognitive scientist Don Norman shows how the principles of human psychology apply to the invention and design of new technologies and products. In The Design of Everyday Things, Norman made the definitive case for human-centered design, showing that good design demanded that the user's must take precedence over a designer's aesthetic if anything, from light switches to airplanes, was going to work as the user needed. In this book, he takes his thinking several steps farther, showing that successful design must incorporate not just what users need, but must address our minds by attending to our visceral reactions, to our behavioral choices, and to the stories we want the things in our lives to tell others about ourselves. Good human-centered design isn't just about making effective tools that are straightforward to use; it's about making affective tools that mesh well with our emotions and help us express our identities and support our social lives. From roller coasters to robots, sports cars to smart phones, attractive things work better. Whether designer or consumer, user or inventor, this book is the definitive guide to making Norman's insights work for you.
Download or read book Eye Tracking for Visual Marketing written by Michel Wedel and published by Now Publishers Inc. This book was released on 2008 with total page 105 pages. Available in PDF, EPUB and Kindle. Book excerpt: Eye-Tracking for Visual Marketing examines the structure of the eye, the visual brain, eye-movements, and methods for recording and analyzing them. It describes the authors' theory and reviews eye-tracking applications in marketing based on this theory.
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 The Art of Rhetoric written by Aristotle and published by Arcturus Publishing. This book was released on 2020-10-16 with total page 293 pages. Available in PDF, EPUB and Kindle. Book excerpt: 'Moral character, so to say, constitutes the most effective means of proof.' In ancient Greece, rhetoric was at the centre of public life. Many writers attempted to provide manuals to help improve debating skills, but it was not until Aristotle produced The Art of Rhetoric in the 4th century bc that the subject had a true masterpiece. As he considered the role of emotion, reason, and morality in speech, Aristotle created essential guidelines for argument and prose style that would influence writers for more than two millennia. Brilliantly explained and carefully reasoned, The Art of Rhetoric remains as relevant today as it was in the assemblies of ancient Athens.
Download or read book Digital Advertising written by Shelly Rodgers and published by Routledge. This book was released on 2017-02-17 with total page 592 pages. Available in PDF, EPUB and Kindle. Book excerpt: Digital Advertising offers a detailed and current overview of the field that draws on current research and practice by introducing key concepts, models, theories, evaluation practices, conflicts, and issues. With a balance of theory and practice, this book helps provide the tools to evaluate and understand the effects of digital advertising and promotions campaigns. New to this edition is discussion of big data analysis, privacy issues, and social media, as well as thought pieces by leading industry practitioners. This book is ideal for graduate and upper-level undergraduate students, as well as academics and practitioners.
Download or read book Consumer Advertising Appeals Used in Television Commercials written by Sharma Ajeet and published by . This book was released on 2023-12-19 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Consumer advertising appeals in television commercials are strategic techniques employed by advertisers to capture the attention and interest of their target audience. These appeals leverage various psychological, emotional, and rational factors to influence consumers' attitudes and behaviors. A closer examination of television commercials reveals a diverse range of advertising appeals that advertisers utilize to create memorable and impactful messages. One common type of advertising appeal is emotional appeal. Advertisers often tap into consumers' emotions, aiming to create a strong connection between the product or service and positive feelings. This could include evoking happiness, nostalgia, love, or even empathy. For example, a commercial for a family car might depict heartwarming scenes of a family enjoying quality time together, associating the product with the emotional value of family bonding. Conversely, advertisers also employ fear as a powerful emotional appeal. This approach relies on instilling a sense of urgency or anxiety in viewers, compelling them to take action. Anti-smoking campaigns, for instance, often use graphic imagery and emotionally charged narratives to evoke fear and discourage smoking. The fear appeal is designed to provoke a strong emotional response that can influence consumer behavior and decision-making. In addition to emotional appeals, rational appeals focus on logic, facts, and reasoning to persuade consumers. These commercials provide information about the product's features, benefits, and competitive advantages. This approach is common in advertisements for technology products, where consumers are often swayed by specifications, performance metrics, and comparisons with competing brands. Rational appeals aim to engage the audience's intellect and convince them based on the product's functional attributes. Another widely used advertising appeal is the humor appeal. Comedic elements in commercials serve to entertain and amuse viewers, creating a positive association with the product or brand. Humor can make a commercial memorable, and the positive emotions elicited can contribute to brand recall and consumer liking. However, it's crucial for advertisers to ensure that humor aligns with the target audience's preferences and does not overshadow the product or message.Celebrity endorsements represent a form of testimonial appeal, leveraging the popularity and credibility of well-known personalities to promote a product. Celebrities can lend their influence to enhance a brand's image, establish trust, and create a sense of aspiration among consumers. This appeal is often used in industries such as fashion, beauty, and luxury goods, where associating with a celebrity can elevate the perceived value of the product. Moreover, advertisers frequently employ the scarcity appeal to create a sense of urgency and exclusivity. Limited-time offers, exclusive deals, or products in short supply can drive consumers to take immediate action, fearing they might miss out. This appeal capitalizes on the psychological principle that people are often more motivated to acquire something if they perceive it as scarce or exclusive.
Download or read book Driving Customer Appeal Through the Use of Emotional Branding written by Garg, Ruchi and published by IGI Global. This book was released on 2017-09-13 with total page 385 pages. Available in PDF, EPUB and Kindle. Book excerpt: The value of advertising has always been an effective way to increase consumerism among customers. Through the use of emotional branding, companies and organizations can now target new and old patrons while building a strong relationship with them at the same time, to ensure future sales. Driving Customer Appeal Through the Use of Emotional Branding is a critical scholarly resource that examines the responses consumers have to differing advertising strategies, and how these reactions impact sales. Featuring relevant topics such as multisensory experiences, customer experience management, brand hate, and product innovation, this publication is ideal for CEOs, business managers, academicians, students, and researchers that are interested in discovering more effective and efficient methods for driving business.
Download or read book Emotional Branding written by Marc Gobe and published by Simon and Schuster. This book was released on 2010-02-09 with total page 352 pages. Available in PDF, EPUB and Kindle. Book excerpt: Emotional Branding is the best selling revolutionary business book that has created a movement in branding circles by shifting the focus from products to people. The “10 Commandments of Emotional Branding” have become a new benchmark for marketing and creative professionals, emotional branding has become a coined term by many top industry experts to express the new dynamic that exists now between brands and people. The emergence of social media, consumer empowerment and interaction were all clearly predicted in this book 10 years ago around the new concept of a consumer democracy. In this updated edition, Marc Gobé covers how social media helped elect Barack Obama to the White House, how the idea behind Twitter is transforming our civilization, and why new generations are re-inventing business, commerce, and management as we know it by leveraging the power of the web. In studying the role of women as "shoppers in chief, "and defining the need to look at the marketplace by recognizing differences in origins, cultures, and choices, Emotional Branding foresaw the break up of mass media to more targeted and culturally sensitive modes of communications. As the first marketing book ever to study the role of the LGBTQ community as powerful influencers for many brands, Emotional Branding opened the door to a renewed sensitivity toward traditional research that privilege individuality and the power of the margins to be at the center of any marketing strategy. A whole segment in the book looks at the role of the senses in branding and design. The opportunity that exists in understanding how we feel about a brand determines how much we want to buy. By exploring the 5 senses, Emotional Branding shows how some brands have built up their businesses by engaging in a sensory interaction with their consumers. Emotional Branding explores how effective consumer interaction needs to be about senses and feelings, emotions and sentiments. Not unlike the Greek culture that used philosophy, poetry, music, and the art of discussion and debate to stimulate the imagination, the concept of emotional branding establishes the forum in which people can convene and push the limits of their creativity. Through poetry the Greeks invented mathematics, the basis of science, sculpture, and drama. Unless we focus on humanizing the branding process we will lose the powerful emotional connection people have with brands. Critics hailed Emotional Branding as a breakthrough and a fresh approach to building brands. Design in this book is considered a new media, the web a place where people will share information and communicate, architecture a part of the brand building process, and people as the most powerful element of any branding strategy. Most importantly, it emphasizes the need to transcend the traditional language of marketing--from one based on statistics and data to a visually compelling new form of communication that fosters creativity and innovation. Allworth Press, an imprint of Skyhorse Publishing, publishes a broad range of books on the visual and performing arts, with emphasis on the business of art. Our titles cover subjects such as graphic design, theater, branding, fine art, photography, interior design, writing, acting, film, how to start careers, business and legal forms, business practices, and more. While we don't aspire to publish a New York Times bestseller or a national bestseller, we are deeply committed to quality books that help creative professionals succeed and thrive. We often publish in areas overlooked by other publishers and welcome the author whose expertise can help our audience of readers.
Download or read book Handbook of Research on Digital Media and Advertising User Generated Content Consumption written by Eastin, Matthew S. and published by IGI Global. This book was released on 2010-07-31 with total page 768 pages. Available in PDF, EPUB and Kindle. Book excerpt: "This book bridges the gap between professional and academic perceptions of advertising in new media environments, defining the evolution of consumerism within the context of media change and establishing the practical issues related to consumer power shifts from supplier to user"--Provided by publisher.
Download or read book Basics of Branding written by Jay Gronlund and published by Business Expert Press. This book was released on 2013-08-23 with total page 145 pages. Available in PDF, EPUB and Kindle. Book excerpt: Smart branding is essential for success, yet it is often misunderstood. Developing a brand that is relevant, distinct, and emotionally compelling can be very dif_ cult for many managers, mainly because they don’t realize exactly what and how much goes into this branding process. This book will explain this process. In an easy-to-understand writing style, Gronlund will show you the fundamentals that will help develop a value proposition that will excite customers. Branding is all about creating a message or an impression that makes an impact and creates a rational and emotional connection with a customer. Forming a bond of trust and comfort will build brand equity (i.e., how people value your brand) and customer loyalty. We are living in a dynamic, transformative global economy with mind-boggling advances in technology. Managers today can easily become preoccupied with social media vehicles and the innovative features of electronic devices, and hence neglect the importance of the content or the message. Adhering to the core elements of positioning and branding will help them develop more emotionally rich and powerful content. And B2B managers will better understand and discover the real value of good branding, so that their marketing and sales communications will go beyond product features and emphasize relevant benefits that will strengthen their relationships with targeted customers.
Download or read book Personalized Digital Advertising written by Diaz Nesamoney and published by Pearson Education. This book was released on 2015 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is the first plain-English, 100% practical guide to supercharged digital advertising personalization: what's here, what's next, and how to make the most of it! Digital advertising and marketing are undergoing a massive, data-driven transformation: practically everything you thought you knew about them is obsolete. In Personalized Digital Advertising: How Data and Technology Are Transforming How We Market, pioneering entrepreneur Diaz Nesamoney demystifies the newest technologies, showing non-technical marketers how to use them to precisely target every message to every individual. First, Nesamoney explores the current state of digital advertising, reviewing best practices for maximizing personalization through long-familiar data and targeting technologies. Next, he introduces powerful recent innovations, presenting new best practices for deepening and extending personalization with: New data management platforms Advanced solutions for offline, mobile, and location data Powerful new ad production and serving technologies Nesamoney then previews emerging disruptive technologies and personalization approaches, from social data to new techniques for anticipating user intent. He concludes by introducing the Digital Advertising Technology Stack: a visual schematic showing how multiple products and technologies come together to radically improve advertising personalization and performance. Personalized Digital Advertising will be an indispensable resource for wide audiences of CMOs and marketing professionals, brand managers, media and creative directors, creative team members, and all students of digital advertising and marketing.
Download or read book Model Rules of Professional Conduct written by American Bar Association. House of Delegates and published by American Bar Association. This book was released on 2007 with total page 216 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Model Rules of Professional Conduct provides an up-to-date resource for information on legal ethics. Federal, state and local courts in all jurisdictions look to the Rules for guidance in solving lawyer malpractice cases, disciplinary actions, disqualification issues, sanctions questions and much more. In this volume, black-letter Rules of Professional Conduct are followed by numbered Comments that explain each Rule's purpose and provide suggestions for its practical application. The Rules will help you identify proper conduct in a variety of given situations, review those instances where discretionary action is possible, and define the nature of the relationship between you and your clients, colleagues and the courts.
