Download or read book The Comprehension and Miscomprehension of Print Communication written by Jacob Jacoby and published by Routledge. This book was released on 2013-11-26 with total page 302 pages. Available in PDF, EPUB and Kindle. Book excerpt: First Published in 1987. To writers and visualizers, this study sets a range of expectations for comprehension and miscomprehension—pointing the finger of caution that even what seems the simplest of language can be misunderstood, but also calling forth their best efforts, because this benchmark study shows that some communications can be much more successful than others and there is usually room for improvement. To advertisers, the study says that perhaps we often take comprehension too much for granted, being satisfied when consumers respond with something in the general area of our message, rather than in the precise area of what is meant. To academicians, the study gives reliable reference points for thought and dialogue among themselves and the advertising and publishing communities. It underlines what intuitive editors and writers have always known but have not always practiced: that words and ideas are fragile—handle with care if you hope to deliver them intact from one mind to another.
Download or read book The Comprehension and Miscomprehension of Print Communications written by Jacob Jacoby and published by . This book was released on 1987 with total page 12 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book The Comprehension and Miscomprehension of Print Communications written by Jacob Jacoby and published by Routledge. This book was released on 1987 with total page 273 pages. Available in PDF, EPUB and Kindle. Book excerpt: First Published in 1987. Routledge is an imprint of Taylor & Francis, an informa company.
Download or read book The Comprehension and Miscomprehension of Print Communication written by Jacob Jacoby and published by Routledge. This book was released on 2013-11-26 with total page 298 pages. Available in PDF, EPUB and Kindle. Book excerpt: First Published in 1987. To writers and visualizers, this study sets a range of expectations for comprehension and miscomprehension—pointing the finger of caution that even what seems the simplest of language can be misunderstood, but also calling forth their best efforts, because this benchmark study shows that some communications can be much more successful than others and there is usually room for improvement. To advertisers, the study says that perhaps we often take comprehension too much for granted, being satisfied when consumers respond with something in the general area of our message, rather than in the precise area of what is meant. To academicians, the study gives reliable reference points for thought and dialogue among themselves and the advertising and publishing communities. It underlines what intuitive editors and writers have always known but have not always practiced: that words and ideas are fragile—handle with care if you hope to deliver them intact from one mind to another.
Download or read book Miscomprehension of Televised Communications written by J. Jacoby and published by Psychology Press. This book was released on 1987 with total page 200 pages. Available in PDF, EPUB and Kindle. Book excerpt: First published in 1987. Routledge is an imprint of Taylor & Francis, an informa company.
Download or read book Consumer Perception of Product Risks and Benefits written by Gerard Emilien and published by Springer. This book was released on 2017-03-14 with total page 596 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book reflects the current thinking and research on how consumers’ perception of product risks and benefits affects their behavior. It provides the scientific, regulatory and industrial research community with a conceptual and methodological reference point for studies on consumer behavior and marketing. The contributions address various aspects of consumer psychology and behavior, risk perception and communication, marketing research strategies, as well as consumer product regulation. The book is divided into 4 parts: Product risks; Perception of product risks and benefits; Consumer behavior; Regulation and responsibility.
Download or read book Persuasive Advertising written by J. Armstrong and published by Springer. This book was released on 2010-05-26 with total page 326 pages. Available in PDF, EPUB and Kindle. Book excerpt: Written by a leading authority, this book is a comprehensive and definitive guide to advertising that incorporates a vast amount of research and expert opinion. It draws upon the evidence to establish principles that can be applied to achieve successful and effective advertising and evaluates all of the relevant attributes and aspects of this.
Download or read book In Pursuit of the Quality of Life written by Avner Offer and published by Oxford University Press, USA. This book was released on 1996 with total page 320 pages. Available in PDF, EPUB and Kindle. Book excerpt: Is wealth the same as happiness? How is the quality of life to be evaluated, measured, and most importantly, achieved? The authors provide provocative and engaging answers to these questions in this new, multidisciplinary and pragmatic approach to an important area of social research. Taking the individual as the point of departure, the authors consider both objective circumstances and their subjective impact on people's lives. Prominent authors from an array of different academic disciplines discuss the quality of life as viewed from their distinctive perspectives: these include the psychology of subjective well-being, destitution and basic needs, the environment, women and the family, illness and health, employment and work, and the role of the state.
Download or read book Effective Advertising written by Gerard J. Tellis and published by SAGE. This book was released on 2003-11-20 with total page 216 pages. Available in PDF, EPUB and Kindle. Book excerpt: Understanding Effective Advertising: How, When, and Why Advertising Works reviews and summarizes an extensive body of research on advertising effectiveness. In particular, it summarizes what we know today on when, how, and why advertising works. The primary focus of the book is on the instantaneous and carryover effects of advertising on consumer choice, sales, and market share. In addition, the book reviews research on the rich variety of ad appeals, and suggests which appeals work, and when, how, and why they work. The first comprehensive book on advertising effectiveness, Understanding Effective Advertising reviews over 50 years of research in the fields of advertising, marketing, consumer behavior, and psychology. It covers all aspects of advertising and its effect on sales, including sales elasticity, carryover effects, content effects, and effects of frequency. Author Gerard J. Tellis distills three decades of academic and professional experience into one volume that successfully dismisses many popular myths about advertising.
Download or read book Consumer Behaviour Asia Pacific Edition written by Wayne D. Hoyer and published by Cengage AU. This book was released on 2017-01-01 with total page 593 pages. Available in PDF, EPUB and Kindle. Book excerpt: Cutting edge and relevant to the local context, this first Australia and New Zealand edition of Hoyer, Consumer Behaviour, covers the latest research from the academic field of consumer behaviour. The text explores new examples of consumer behaviour using case studies, advertisements and brands from Australia and the Asia-Pacific region. The authors recognise the critical links to areas such as marketing, public policy and ethics, as well as covering the importance of online consumer behaviour with significant content on how social media and smartphones are changing the way marketers understand consumers. * Students grasp the big picture and see how the chapters and topics relate to each other by reviewing detailed concept maps * Marketing Implications boxes examine how theoretical concepts have been used in practice, and challenge students to think about how marketing decisions impact consumers * Considerations boxes require students to think deeply about technological, research, cultural and international factors to consider in relation to the contemporary consumer * Opening vignettes and end-of-chapter cases give students real-world insights into, and opportunities to analyse consumer behaviour, with extensive Australian and international examples providing issues in context
Download or read book The Challenge of Affluence written by Avner Offer and published by Oxford University Press. This book was released on 2006-03-09 with total page 473 pages. Available in PDF, EPUB and Kindle. Book excerpt: Since the 1940s Americans and Britons have experienced rising material abundance, but also a range of social and personal disorders, including family breakdown, obesity and addiction. Drawing on the latest cognitive research, Avner Offer presents a detailed and reasoned critique of the modern consumer society.
Download or read book A Cognitive Psychology of Mass Communication written by Richard Jackson Harris and published by Psychology Press. This book was released on 2004 with total page 498 pages. Available in PDF, EPUB and Kindle. Book excerpt: The author examines how our experiences with media affect the way we acquire knowledge and how this knowledge creates consequences for attitudes and behaviour.
Download or read book Journalism in the Digital Age written by John Herbert and published by CRC Press. This book was released on 1999-11-03 with total page 364 pages. Available in PDF, EPUB and Kindle. Book excerpt: Provides the practical techniques and theoretical knowledge that underpin the fundamental skills of a journalist. It also takes a highly modern approach, as the convergence of broadcast, print and online media require the learning of new skills and methods. The book is written from an international perspective - with examples from around the world in recognition of the global marketplace for today's media. This is an essential text for students on journalism courses and professionals looking for a reference that covers the skill, technology and knowledge required for a digital and converged media age. The book's essence lies in the way essential theories such as ethics and law, are woven into practical newsgathering and reporting techniques, as well as advice on management skills for journalists, providing the wide intellectual foundation which gives credibility to reporting.
Download or read book Advertising and Popular Culture written by Jib Fowles and published by SAGE. This book was released on 1996-01-23 with total page 304 pages. Available in PDF, EPUB and Kindle. Book excerpt: Is it possible that consumers exploit advertising even more so than advertising exploits and influences our culture? Author Jib Fowles argues that consumers look to advertising to provide them with images that can assist them in negotiating the personal dilemmas of advanced industrial life. Advertising and Popular Culture is the first comprehensive text to provide a balanced analysis of advertising and its companion, the popular culture, conveyed through the mass media. Reflecting current theories, this thoughtful critique uses excerpts from advertising campaigns to illustrate how modern advertising both draws from and contributes to popular culture. Fowles traces the role of advertising in our culture from its evolution as part of the culture of mass consumption in the late 19th century, the development of advertising agencies, and the creation of a consumer culture to an exploration of the major themes of American advertising. Advertising and Popular Culture represents a fresh and fully elaborated conceptualization of the services that advertising and popular culture provide. This text will be a vital tool in departments and schools of advertising, journalism, and communication where increasing emphasis is being placed on studying the cultural significance of advertising.
Download or read book Deception In The Marketplace written by David M. Boush and published by Routledge. This book was released on 2015-12-22 with total page 254 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is the first scholarly book to fully address the topics of the psychology of deceptive persuasion in the marketplace and consumer self-protection. Deception permeates the American marketplace. Deceptive marketing harms consumers’ health, welfare and financial resources, reduces people’s privacy and self-esteem, and ultimately undermines trust in society. Individual consumers must try to protect themselves from marketers’ misleading communications by acquiring personal marketplace deception-protection skills that go beyond reliance on legal or regulatory protections. Understanding the psychology of deceptive persuasion and consumer self-protection should be a central goal for future consumer behavior research. The authors explore these questions. What makes persuasive communications misleading and deceptive? How do marketing managers decide to prevent or practice deception in planning their campaigns? What skills must consumers acquire to effectively cope with marketers’ deception tactics? What does research tell us about how people detect, neutralize and resist misleading persuasion attempts? What does research suggest about how to teach marketplace deception protection skills to adolescents and adults? Chapters cover theoretical perspectives on deceptive persuasion; different types of deception tactics; how deception-minded marketers think; prior research on how people cope with deceptiveness; the nature of marketplace deception protection skills; how people develop deception protection skills in adolescence and adulthood; prior research on teaching consumers marketplace deception protection skills; and societal issues such as regulatory frontiers, societal trust, and consumer education practices. This unique book is intended for scholars and researchers. It should be essential reading for upper level and graduate courses in consumer behavior, social psychology, communication, and marketing. Marketing practitioners and marketplace regulators will find it stimulating and authoritative, as will social scientists and educators who are concerned with consumer welfare.
Download or read book Television and Political Advertising written by Frank Biocca and published by Routledge. This book was released on 2013-12-16 with total page 390 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume represents one of the first major scholarly effort to unravel the psychological and symbolic processing of political advertising. Utilizing survey, experimental, qualitative, and semiotic methodologies to study this phenomenon, the contributors to Television and Political Advertising trace how political ads help to interpret the psychological reality of the presidential campaign in the minds of millions of voters. A product of the National Political Advertising Research Project, this interdisciplinary effort is valuable to researchers in advertising, communication, and consumer psychology since it helps define future work on the relationship between television, politics, and the mind of the voter. This volume, Television and Political Advertising: Psychological Processes, is the first of two, and covers such topics as Models and Theories for Viewing Political Television; Psychological Processing of Issues, Images, and Form; Differential Processing of Positive and Negative Advertising; and The Psychological Contexts of Processing.
Download or read book Deceptive Advertising written by Jef Richards and published by Routledge. This book was released on 2013-12-16 with total page 259 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is the first book designed to assist behavioral scientists in the preparation of scholarly or applied research regarding deceptive advertising which will ultimately affect public policy in this area. Because there was an inadequate foundation upon which to build a program of research for this topic, a three-part solution has been devised: 1) a review of how deception is viewed and regulated 2) a theory of how consumers process deceptive information 3) a sensitive and consistent means of measuring deceptiveness. This text provides detailed discussions regarding the intersection of law and behavioral science and its application to deceptive advertising. In so doing, it offers a solid foundation upon which to base expanded behavioral research into how consumers are deceived by advertising claims, and what cognitive processes are involved in that deception.
