Download or read book Measuring Emotional Response to Television Advertising microform written by Trent Harold Punnett and published by National Library of Canada. This book was released on 1988 with total page 284 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Measuring Advertising Effectiveness written by William D. Wells and published by Psychology Press. This book was released on 2014-03-05 with total page 419 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume includes edited and revised versions of the papers delivered and discussed at the recent Advertising and Consumer Psychology Conference. Following the theme of the conference -- "Measuring Advertising Effectiveness" -- the book blends academic psychology, marketing theory, survey methodology, and practical experience, while simultaneously addressing the problems and limitations of advertising. Acknowledging that advertisements are subtle, diverse, complex phenomena that require detailed investigation, this compilation explores the multidimensional nature of advertising's diverse effects from both academic and applied perspectives. Updates on theories and methods -- along with expert commentaries -- help to make this a valuable collection that will be of interest to advertising and marketing specialists and communications experts alike.
Download or read book The Effects of Product Involvement Message Appeal and Viewing Condition on Memory and Evaluation of Television Commercials written by Glen Nowak and published by . This book was released on 1986 with total page 218 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book On the Road to a New Effectiveness Model written by and published by . This book was released on 2007 with total page 43 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Measuring Emotional Response to Brand Names and Television Commercials written by Celia Cristina Carlos and published by . This book was released on 1995 with total page 124 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book An Investigation of Affective Responses to Emotional Advertising Appeals written by Karen Ann Machleit and published by . This book was released on 1986 with total page 376 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book The Relationship Between Advertisement Content and Pacing on Emotional Responses and Memory for Televised Political Advertisements written by Andrew Gary Hughes and published by . This book was released on 2014 with total page 604 pages. Available in PDF, EPUB and Kindle. Book excerpt: Political advertising remains the most dominant method of political communication in the world as it is the most effective way of communicating the promise of exchange to the political market. Without a doubt the single most important, expensive and well used method of political advertising is televised political advertising. It is also an area of increasing public policy concern over the perceived impact that it is having on society's perceptions of the democratic process, institutions and stakeholders. This is especially so for negative advertising which may very well be creating a negative attitude in voters towards political offerings of exchanges, brands, institutions and stakeholders that may not be reflective of reality. Yet little research has examined if this is true and little is known about whether or not voters respond emotionally to televised political advertising, and if this response influences their memory and arousal to the message. Even more broadly how political advertising is influencing the response to the communication of political exchanges in the context of an offering of value and one of loss, and how this influences emotional response to brands, is still not yet fully understood. This thesis will therefore examine what political promise of exchange when communicated using television advertising, either of value or loss, is best remembered by voters. This will help understand how political advertising is affecting voters' memory of political exchanges and attitude to brands. It will use psychophysiological measures of skin conductance and heart rate to measure how voters respond to different types of political messages that vary on two important variables: message structure, in this thesis pace, which can influence the perceived information complexity and content of a message; and valence or if the message is negative or positive in content. This will further knowledge and understanding about whether or not negative and positive advertising (that varies by pace) is affecting the emotional responses of voters to the point where they become more aroused and better remember political messages.
Download or read book Cognitive and Affective Responses to Advertising written by Patricia Cafferata and published by Free Press. This book was released on 1989 with total page 440 pages. Available in PDF, EPUB and Kindle. Book excerpt: Practitioner's and academicians' views are integrated in this overview of current thought regarding consumers' cognitive and affective responses to advertising.
Download or read book The Role in Television Advertising Recall and Recognition written by Jay Matthew Ostahowski and published by . This book was released on 1991 with total page 146 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book The Motivation emotion matching MEM Model of Television Advertising Effects written by Christian Mark Peterson and published by . This book was released on 19?? with total page 324 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Emotional Response to Photographic Images in Advertising Across Cultures written by Laurie Michaelson and published by . This book was released on 2011 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: ABSTRACT: A cross-cultural study was conducted measuring the emotional response and attitudes toward advertisements using the AdSAM® scale. The AdSAM® scale measures three separate dimensions: pleasure, arousal and dominance. Participants in the United States and China viewed photographic images in the form of advertisements. These images portrayed the two most dominant cultural dimensions from both cultures, Individualism and Collectivism. Research participants from the United States and China viewed the same advertisements, and gave their immediate response to the images in the advertisements. The brands represented in the images were one of a low-involvement product and one of a high-involvement product. China represented the Collectivist sample and the United States represented the Individualist sample. It was predicted that both countries would respond positively to images that portrayed their respective cultural dimension. This study introduced two unpredicted findings. Cultural dimensions can be portrayed correctly in advertising images, but that does not necessarily mean that people from the United States or China will have a positive response to these images. It is possible that due to the current global situation, cultures are changing and merging more rapidly. Another significant finding was that there is a relationship between attitudes toward the advertisement and pleasure and arousal scores. This study emphasized the importance of understanding cultures as they change over time. It also showed the importance of understanding consumers' emotional responses to advertisements, and how those can improve attitudes toward an advertisement. Companies and researchers should use these findings to expand on the current marketing research practices as a means to better understand communicating across cultures.
Download or read book Appraisal and comprehension in the viewer s emotional response to a television commercial written by Robert Paul Poteet and published by . This book was released on 1992 with total page 246 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Measurement of Emotional Reactions to Television Advertisements A State of the Art Review written by Christian Wolterink and published by . This book was released on 2012 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Retailer Television Advertising written by Janna Michelle Parker and published by . This book was released on 2013 with total page 460 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Measuring Consumer Attitudes Toward Television Advertising written by John Paul Obrecht and published by . This book was released on 1991 with total page 160 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Emotional Response to Advertising written by Patricia Ann Stout and published by . This book was released on 1988 with total page 319 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Multiple Emotional Responses to a Single Television Commercial written by James S. McMullen and published by . This book was released on 1992 with total page 148 pages. Available in PDF, EPUB and Kindle. Book excerpt:
