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 Journal of Business Research written by University of Georgia. College of Business Administration and published by . This book was released on 1990 with total page 418 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Journal of Business Research written by and published by . This book was released on 1990 with total page 414 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book JMR Journal of Marketing Research written by and published by . This book was released on 1993 with total page 584 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Affect and Social Behavior written by Bert S. Moore and published by Cambridge University Press. This book was released on 1990-03-30 with total page 300 pages. Available in PDF, EPUB and Kindle. Book excerpt: This 1990 book provides an examination of research and theory into the role that emotion plays in influencing social behavior. The contributors investigate a number of important domains such as aggression, altruism, romantic attraction, and consumer behavior and the role that affect plays in instigating and regulating these behaviors.
Download or read book Achieving Business Competitiveness in a Digital Environment written by Tereza Semerádová and published by Springer Nature. This book was released on 2022-01-22 with total page 247 pages. Available in PDF, EPUB and Kindle. Book excerpt: The COVID-19 pandemic has been a very strong reminder that the future economic development of any country is more than ever influenced by its ability to ramp-up digital competitiveness. Consequently, enterprises were pushed to assess and develop the possibilities offered by e-commerce and online marketing tools. In this book, experts outline the prerequisites for such online marketing competitiveness and compare the current level of digital marketing competitiveness in Europe by using publicly available macro and micro-level data. The authors present their analyses and recommendations including interviews with over 125 online marketers and e-commerce specialists and present the lessons from digitalization of over 600 SMEs.
Download or read book Dissertation Abstracts International written by and published by . This book was released on 2003 with total page 700 pages. Available in PDF, EPUB and Kindle. Book excerpt: Abstracts of dissertations available on microfilm or as xerographic reproductions.
Download or read book Nonverbal Communication in Advertising written by Sidney Hecker and published by Free Press. This book was released on 1988 with total page 312 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Psychological Processes and Advertising Effects written by Linda F. Alwitt and published by Taylor & Francis. This book was released on 2022-02-16 with total page 318 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the 1980s our understanding of how advertising affects consumer behavior was undergoing a dramatic transformation. Recent theoretical and methodological advances in cognitive psychology, social cognition, and artificial intelligence were largely responsible for this transformation. These advances provided a better understanding of the information acquisition process and how information is stored in memory. Consequently, we have been able to incorporate memory, the processing of visual information and affect into our models of advertising effects. However, there were still many unanswered questions. Among these are: (1) Exactly what is the relationship between the different mediators of persuasion? (2) How is memory for advertising related to persuasion? (3) What are the theoretical underpinnings of attitude toward the advertisement? (4) What determines the effect of persuasion over time? (5) What factors affect attention to advertising? (6) What psychological processes occur during the watching of a television commercial? and (7) What factors affect individual differences in the processing of advertising messages? Originally published in 1985, the chapters in this volume provide insights into these questions. They are organized in terms of four psychological processes which contribute to our understanding of how advertising works. These are affective reactions to advertisements, persuasion, psychological processes during television viewing, and involvement.
Download or read book Children and Television Advertising written by Joseph E. Phelps and published by . This book was released on 1990 with total page 274 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Advertising Exposure Memory and Choice written by Andrew A. Mitchell and published by Psychology Press. This book was released on 2013-06-17 with total page 359 pages. Available in PDF, EPUB and Kindle. Book excerpt: Theoretical research on advertising effects at the individual level has focused almost entirely on the effects of advertising exposure on attitudes and the mediators of attitude formation and change. This focus implicitly assumes attitudes are a good predictor of behavior, which they generally are not, and downplays the role of memory, in that, there is generally a considerable amount of time between advertising exposure and purchase decisions in most marketing situations. Recently, a number of researchers have developed conceptual models which provide an explicit link between two separate events -- advertising exposure and purchase behavior -- with memory providing the link between these events. Originally presented at the eighth annual Advertising and Consumer Psychology Conference held in Toronto, some chapters in this volume present recent research on the role of inferences in advertising situations, the effects of exposure to multiple advertisements, message receptivity, drama advertisements and the use of EEG in measuring advertising effectiveness. Contributions focus on research examining the effects of advertising exposure on consumer information processing and decision making. This book will be of interest to consumer psychologists and professionals in advertising and marketing.
Download or read book Commercial Communication in the Digital Age written by Gabriele Siegert and published by Walter de Gruyter GmbH & Co KG. This book was released on 2017-04-10 with total page 387 pages. Available in PDF, EPUB and Kindle. Book excerpt: In today’s digital age, online and mobile advertising are of growing importance, with advertising no longer bound to the traditional media industry. Although the advertising industry still has broader access to the different measures and channels, users and consumers today have more possibilities to publish, get informed or communicate – to “co-create” –, and to reach a bigger audience. There is a good chance thus that users and consumers are better informed about the objectives and persuasive tricks of the advertising industry than ever before. At the same time, advertisers can inform about products and services without the limitations of time and place faced by traditional mass media. But will there really be a time when advertisers and consumers have equal power, or does tracking users online and offline lead to a situation where advertisers have more information about the consumers than ever before? The volume discusses these questions and related issues.
Download or read book Bulletin of the Atomic Scientists written by and published by . This book was released on 1955-04 with total page 64 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Bulletin of the Atomic Scientists is the premier public resource on scientific and technological developments that impact global security. Founded by Manhattan Project Scientists, the Bulletin's iconic "Doomsday Clock" stimulates solutions for a safer world.
Download or read book The Power of Persuasion written by Robert Levine and published by John Wiley & Sons. This book was released on 2006-01-23 with total page 294 pages. Available in PDF, EPUB and Kindle. Book excerpt: "An engaging, highly readable survey of the sophisticated methods of persuasion we encounter in various situations. From television to telemarketing and from self-deception to suicide cults, Levine takes a hard look at all the ways we attempt to persuade each other--and how and why they work (or don't). . . . The next time you wonder what possessed you to pay $50 for a medallion commemorating the series finale of Friends, you'll know where to turn." --Slashdot.org "If you're like most people, you think advertising and marketing work--just not on you. Robert Levine's The Power of Persuasion demonstrates how even the best-educated cynics among us can be victimized by sales pitches." --The Globe and Mail "Levine puts [his] analysis in the service of his real mission--to arm the reader against manipulation." --The Wall Street Journal "This wonderful book will change the way you think and act in many realms of your life." --Philip Zimbardo former president, American Psychological Association
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 Handbook of Consumer Psychology written by Curtis P. Haugtvedt and published by Psychology Press. This book was released on 2018-12-07 with total page 1784 pages. Available in PDF, EPUB and Kindle. Book excerpt: This Handbook contains a unique collection of chapters written by the world's leading researchers in the dynamic field of consumer psychology. Although these researchers are housed in different academic departments (ie. marketing, psychology, advertising, communications) all have the common goal of attaining a better scientific understanding of cognitive, affective, and behavioral responses to products and services, the marketing of these products and services, and societal and ethical concerns associated with marketing processes. Consumer psychology is a discipline at the interface of marketing, advertising and psychology. The research in this area focuses on fundamental psychological processes as well as on issues associated with the use of theoretical principles in applied contexts. The Handbook presents state-of-the-art research as well as providing a place for authors to put forward suggestions for future research and practice. The Handbook is most appropriate for graduate level courses in marketing, psychology, communications, consumer behavior and advertising.
Download or read book Social Science Research written by Anol Bhattacherjee and published by CreateSpace. This book was released on 2012-04-01 with total page 156 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is designed to introduce doctoral and graduate students to the process of conducting scientific research in the social sciences, business, education, public health, and related disciplines. It is a one-stop, comprehensive, and compact source for foundational concepts in behavioral research, and can serve as a stand-alone text or as a supplement to research readings in any doctoral seminar or research methods class. This book is currently used as a research text at universities on six continents and will shortly be available in nine different languages.
