Download or read book Effects of Color in Print Advertising written by Michael Williams and published by . This book was released on 1991 with total page 338 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Effects of Color on Attitudes in Print Advertising written by Iouri Nikolaievitch Novosselov and published by . This book was released on 1999 with total page 314 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Print Media written by Karma T. Fruth and published by . This book was released on 2001 with total page 154 pages. Available in PDF, EPUB and Kindle. Book excerpt: "This study explores the effectiveness of color on advertising. Specifically, this study analyzes how the use of color in three varying ad types impacts consumers' emotions, memory, and willingness to buy the product advertised. Color is used by advertisers to get people to buy products. Color also, establishes the image of products and differentiates a product from similar ones that are available. Complex information can be communicated through color due to the emotional responses that are aroused. Results indicate that color does affect consumers' emotions and memories."--leaf v.

Download or read book Proceedings of the 1993 World Marketing Congress written by M. Joseph Sirgy and published by Springer. This book was released on 2015-06-20 with total page 674 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume includes the full proceedings from the 1993 World Marketing Congress held in Istanbul, Turkey. The focus of the conference and the enclosed papers is on marketing thought and practices from a global perspective. This volume resents papers on various topics including marketing management, marketing strategy, and consumer behavior. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.​

Download or read book Light and Color in Advertising and Merchandising written by Matthew Luckiesh and published by . This book was released on 1923 with total page 362 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Unpacking Creativity written by Paula Pérez Sobrino and published by Cambridge University Press. This book was released on 2021-09-02 with total page 323 pages. Available in PDF, EPUB and Kindle. Book excerpt: Using evidence-based research, this book shows how to maximise the benefits of creative metaphor and metonymy in global advertising.

Download or read book Colour in Advertising written by Joseph Binder and published by . This book was released on 1934 with total page 138 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Advances in Advertising Research Vol V written by Ivana Bušljeta Banks and published by Springer. This book was released on 2014-11-25 with total page 324 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 12th International Conference in Advertising (ICORIA) which was held in Zagreb (Croatia) in June 2013. The conference gathered 105 leading researchers from 23 countries under the conference theme “To Boldly Go... Extending the Boundaries of Advertising”. The book provides international state-of-the-art research with 23 articles by renowned scholars from the worldwide ICORIA network.

Download or read book Persuasive Imagery written by Linda M. Scott and published by Routledge. This book was released on 2003-04-02 with total page 470 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume synthesizes and advances existing knowledge of consumer response to visuals. Representing an interdisciplinary perspective, contributors include scholars from the disciplines of communication, psychology, and marketing. The book begins with an overview section intended to situate the reader in the discourse. The overview describes the state of knowledge in both academic research and actual practice, and provides concrete sources for scholars to pursue. Written in a non-technical language, this volume is divided into four sections: Image and Response - illustrates the difficulty encountered even in investigating the basic influences, processes, and effects of "mere exposure" to imagery. Image and Word - presents instances in which the line between words and pictures is blurred, such as the corporate logo which is often pictorial in nature but communicates on an abstract level usually attributed to words. Image and the Ad - contributes to our appreciation for the exquisite variations among advertising texts and the resultant variability in response, not only to different ads but among different viewers of the same ad. Image and Object - carries the inquiry of visual response over the bridge toward object interaction. Having traveled a path that has gone from the precise working of the brain in processing visual stimuli all the way to the history of classical architecture, readers of this volume will have a new respect for the complexity of human visual response and the research that is trying to explain it. It will be of interest to those involved in consumer behavior, consumer psychology, advertising, marketing, and visual communication.

Download or read book The Salience of Marketing Stimuli written by Gianluigi Guido and published by Springer Science & Business Media. This book was released on 2012-12-06 with total page 308 pages. Available in PDF, EPUB and Kindle. Book excerpt: In consumer and social psychology, salience has been generally treated as an attribute of a stimulus, which allows it to stand out and be noticed. Researchers, however, have only vaguely articulated the theoretical underpinnings of this term, thus impeding a thorough understanding of the perceptual processes behind its use in complex marketing communications. This book presents a theoretical approach for enhancing consumer processing and memory of marketing communication. Using schema theory and an information processing approach, the model introduced here - briefly referred to as the In-salience hypothesis emphasizes the nature of prominence which is intrinsic to any salience construct reviewed in literature. This model is part of wider Dichotic theory of salience, according to which a stimulus is salient either when it is incongruent in a certain context to a perceiver's schema, or when it is congruent in a certain context to a perceiver's goal. According to the four propositions of the model, in-salient stimuli are better recalled, affect both attention and interpretation, and are moderated by the degree of perceivers' comprehension (i.e., activation, accessibility, and availability of schemata), and involvement (i.e., personal relevance of the stimuli). Results of two empirical studies on print advertisements show that in-salient ad messages have the strongest impact in triggering ad processing which, in turn, leads to consumer awareness. The reading of this book is therefore recommended not only to academic scholars, but also to marketers especially planning ad campaigns and launches of new products.

Download or read book Impact of the Color Red on the Marketing of Consumer Goods written by Julia Bölke and published by GRIN Verlag. This book was released on 2007-10-31 with total page 63 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bachelor Thesis from the year 2007 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, University of Applied Sciences Wernigerode, language: English, abstract: This thesis aims at examining the impact of red on the marketing of consumer goods. It explains the way color vision is created in the human brain and emphasizes the relevance it has for individuals to help orientate in everyday surroundings. The thesis focuses on the color red as it causes strong body reactions such as the increase of blood pressure, eyelid move-ment and breathing frequency as well as the production of adrenaline. Furthermore, people’s different associations with red, e.g. blood, fire, love, hate, life and death are examined. The major part discusses the suitability of using red in the different sections of the marketing mix (Product, Price, Place and Promotion). Practical exam-ples back up literature findings and show that red can be a very helpful tool, for example, to attract customers’ attention for a shopping window or adver-tisement. Following, marketers need to consider that influencing factors such as gender, age, social status, cultural background or product-involvement affect the successful use of red. The case study of Xerox Inc. shows the applicability and popularity of red as a corporate color. At the same time, it reveals limitations to the color choice as the red logo does not differentiate Xerox from its competitors’ logos. Besides summarizing the different ideas of this thesis, the last chapter high-lights that, even though a lot of research has been done, marketers need to decide for each case specifically whether or not to use red in their marketing strategy.

Download or read book Persuasive Imagery written by Linda M. Scott and published by Taylor & Francis. This book was released on 2003-04-02 with total page 441 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume synthesizes and advances existing knowledge of consumer response to visuals. Representing an interdisciplinary perspective, contributors include scholars from the disciplines of communication, psychology, and marketing. The book begins with an overview section intended to situate the reader in the discourse. The overview describes the state of knowledge in both academic research and actual practice, and provides concrete sources for scholars to pursue. Written in a non-technical language, this volume is divided into four sections: Image and Response - illustrates the difficulty encountered even in investigating the basic influences, processes, and effects of "mere exposure" to imagery. Image and Word - presents instances in which the line between words and pictures is blurred, such as the corporate logo which is often pictorial in nature but communicates on an abstract level usually attributed to words. Image and the Ad - contributes to our appreciation for the exquisite variations among advertising texts and the resultant variability in response, not only to different ads but among different viewers of the same ad. Image and Object - carries the inquiry of visual response over the bridge toward object interaction. Having traveled a path that has gone from the precise working of the brain in processing visual stimuli all the way to the history of classical architecture, readers of this volume will have a new respect for the complexity of human visual response and the research that is trying to explain it. It will be of interest to those involved in consumer behavior, consumer psychology, advertising, marketing, and visual communication.

Download or read book Theoretical and Practical Aspect of Scientific Study of COMMUNICATION COMPETENCE written by Prof. Ram Lakhan Meena and published by K.K. Publications. This book was released on 2022-01-22 with total page 439 pages. Available in PDF, EPUB and Kindle. Book excerpt: Communicative competence is a term in linguistics that refers to a language user's grammatical knowledge of syntax, morphology, phonology and the like, as well as social knowledge about how and when to use utterances appropriately. The debate has occurred regarding linguistic competence and communicative competence in the second and foreign language teaching literature, and scholars have found communicative competence as a superior model of language. The notion of communicative competence is one of the theories that underlie the communicative approach to foreign language teaching. Communicative competence in terms of three components; grammatical competence: words and rules, sociolinguistic competence: appropriateness, strategic competence: appropriate use of communication strategies. The scientific study of Communicative competence is developing in a new dimension of language learning. Language teaching in various parts of the global world is based on the idea that the goal of language acquisition is communicative competence: the ability to use the language correctly and appropriately to accomplish communication goals. The desired outcome of the language learning process is the ability to communicate competently, not the ability to use the language exactly as a native speaker does but also communicative competence is made up of four competence areas: linguistic, sociolinguistic, discourse, and strategic. In the early stages of language learning, instructors and students may want to keep in mind the goal of communicative efficiency: That learners should be able to make themselves understood, using their current proficiency to the fullest. They should try to avoid confusion in the message (due to faulty pronunciation, grammar, or vocabulary); avoid offending communication partners (due to socially inappropriate style); and use strategies for recognizing and managing communication breakdowns. Communication skill is the ability to use our physical and mental faculties and previously learned conceptual frameworks about communication to move toward the accomplishment of a given objective or goal. Communication skills fall into two categories: initiating and consuming. Initiating communication skills include asking and answering questions, adapting language, and speaking in public, to name a few. Consuming

Download or read book Color Psychology Profit From The Psychology of Color Discover the Meaning and Effects of Color written by Richard G. Lewis and published by Psychoprofits. This book was released on 2020-09-08 with total page 68 pages. Available in PDF, EPUB and Kindle. Book excerpt: Color Psychology: Profit From The Psychology of Color: Discover the Meaning and Effect of ColorsThe book "Color Psychology" explains the different psychological effects that different colors have on the human mind. Color consultants believe that the colors used in the design of any object or environment (e.g. a website) can have a significant impact on the emotions and performance of people within that environment and that people respond, even at a psychological level, to colors. Based upon fundamentals in Color Psychology, with years of research by color psychologists, the characteristics of certain colors have been identified to cause an emotional response in people. This was done by studying the response from hundreds of thousands of test subjects around the world in order to isolate how certain colors make us feel. What You'll Learn: How Color Can Improve Your Bottom Line How Color Can Affect People's Emotions Which Colors Suit Your Target Market Which Are The "Magic" Colors Which Color makes Shoppers Spend More And Much, Much More... The effect that color has on human emotions can be profound. Researchers have studied the biological perception of color, the relationships between color and emotion, and how different colors can be used to affect mood and behavior in predictable ways. Although The Psychology of Color is a relatively new area of scientific research, ancient civilizations believed in the influence of color on humans; the ancient Chinese, Egyptians, and Indians believed in chromotherapy. The Future Use of The Psychology of Color...Case Study: With world-renowned Spanish chef, Ferran Adria, he focused on the color of the crockery. Guests sat down one side of a large table were given a pink strawberry dessert on a white plate. Down the other side of the table guests ate an identical dessert from a black plate. Those eating from the white plates rated the dessert as 10% sweeter than those who ate from the black plates. Subsequent experiments have shown that introducing a square or angular plate intensifies the difference, with roundness accentuating sweetness. "Clearly contextual perception is a big opportunity." Johannes Le Coutre, a perception physiologist with Nestle. Who is This Book For? Anyone interested in the influence of color will get something from this book. However, primarily I wrote this book as a guide for all Internet Business People, Marketers and Entrepreneurs because I think it's essential that we all understand the psychological influence of color.Changing the colors on your sales page or website won't suddenly bring in millions of dollars but there is no doubt that a change of color may well result in a change of mood in the viewer; it's how you use that power that can determine your profitability. The challenge for you as an Internet Business Person, Marketers or Entrepreneur is to understand the theories of color and to use them in a profitable but professional and ethical way.People Who Read This Book: "I was blown away by the information. Great book." Jonathan Smith, WealthCrave.com "I can heartily recommend this Book. The book describes the emotional reactions that people may be expected to evince, based on considerable research by psychologists." David J. Linden, BizWebTX.com "It's fascinating to see the way that certain institutions use these colors in order to influence people." George Cuthbert, TheCopywritingRevolution.com "Know exactly what color combinations you will need to use on your site." Jeff Gibson, Mr. Affiliate. "Good read, I recommend it." Kaan Bimplis (Neurophysicist & Licensed NLP Trainer) NLPIstanbul.com NB: "Color Psychology" - color theory, color and design, and psychology of color and design.

Download or read book Color Theory and Its Application in Art and Design written by George A. Agoston and published by Springer. This book was released on 2013-06-05 with total page 303 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book directly addresses a long-felt, unsatisfied need of modern color science - an appreciative and technically sound presentation of the principles and main offerings of colorimetry to artists and designers, written by one of them. With his unique blend of training and experience in engineering, with his lifelong interest and, latterly, career in art and art education, Dr. Agoston is unusually well prepared to convey the message of color science to art and design. His book fulfills the hopes I had when I first heard about him and his book. I foresee important and long-lasting impacts of this book, analogous to those of the epoch-making writings by earlier artist-scientists, such as Leonardo, Chevreul, Munsell, and Pope. Nearly all persons who have contributed to color science, recently as well as formerly, were attracted to the study of color by color in art. Use of objective or scientific methods did not result from any cold, detached attitude, but from the inherent difficulties of the problems concerning color and its use, by which they were intrigued. Modern education and experience has taught many people how to tackle difficult problems by use of scientific methods. Therefore - color science.

Download or read book Exploring the Use of Synesthetic Metaphor in Print Advertising written by Michelle Renee Nelson and published by . This book was released on 1991 with total page 214 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Advanced Presentations by Design written by Andrew Abela and published by John Wiley & Sons. This book was released on 2013-04-16 with total page 72 pages. Available in PDF, EPUB and Kindle. Book excerpt: Based on extensive research studies from the fields of communication, marketing, psychology, multimedia, and law, Advanced Presentations by Design, Second Edition, provides fact-based answers to the most-often-asked questions about presentation design. The book shows how to adapt your presentation to different audience personality preferences, what role your data should play and how much of it you need, how to turn your data into a story, and how to design persuasive yet comprehensible visual layouts. The book's accessible 10-step Extreme PresentationTM method has been field-tested in organizations such as Microsoft, ExxonMobil, HJ Heinz, PayPal, and the Executive Office of the President of the United States. Written from the perspective of a marketer and business manager, this new edition offers practical, evidence-based advice for bringing focus to problems and overcoming challenges. The book offers practical guidelines for: Structuring Stories: The book presents the SCORE method for sequencing data (Situation, Complication, Resolution, Example) into a powerful story that grabs the audience's attention at the beginning and holds it through to the end. Using Graphics: The author provides numerous examples of charts and other graphics, explaining which can help you best present your data. Setting Goals for Presentations: The book reveals why it's important to set measurable objectives for what you want your audience to think and do differently after your presentation. This comprehensive resource offers a proven process for creating a presentation that gets noticed and compels your audience to take action. Praise for Advanced Presentations by Design "Shocking but true: You don't have to be Steve Jobs to create presentations that your audience will enjoy and that will also get you results. Even for everyday presentations, I've found that Dr. Abela's unique approach helps you replace crushingly dull and overlong presentations with fresh work your audience really cares about and that you actually enjoy creating!" Sanjay Acharya, Vice President, Akamai Technologies "Advanced Presentations by Design is the best researched book on presentation design that I've ever had the privilege of reading. I recommend it for those of you who want the confidence of knowing how best to plan and design successful presentations." Gene Zelazny, author, Say It with Charts and Say It with Presentations "This book is essential for any executive who doesn't have time to wade through sixty-page PowerPoint decks. You will want to make this book required reading for all your staff." Stew McHie, Global Brand Manager, ExxonMobil