Download or read book Integrated Advertising Promotion and Marketing Communications written by Kenneth E. Clow and published by Prentice Hall. This book was released on 2012 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: ALERT: Before you purchase, check with your instructor or review your course syllabus to ensure that you select the correct ISBN. Several versions of Pearson's MyLab & Mastering products exist for each title, including customized versions for individual schools, and registrations are not transferable. In addition, you may need a CourseID, provided by your instructor, to register for and use Pearson's MyLab & Mastering products. Packages Access codes for Pearson's MyLab & Mastering products may not be included when purchasing or renting from companies other than Pearson; check with the seller before completing your purchase. Used or rental books If you rent or purchase a used book with an access code, the access code may have been redeemed previously and you may have to purchase a new access code. Access codes Access codes that are purchased from sellers other than Pearson carry a higher risk of being either the wrong ISBN or a previously redeemed code. Check with the seller prior to purchase. -- Examine advertising and promotions through the lens of integrated marketing communications. The carefully integrated approach of this text blends advertising, promotions, and marketing communications together, providing readers with the information they need to understand the process and benefits of successful IMC campaigns. The fifth edition brings the material to life by incorporating professional perspectives and real-world campaign stories throughout the text.
Download or read book Attachment in Adults written by Michael B. Sperling and published by Guilford Press. This book was released on 1994-04-29 with total page 400 pages. Available in PDF, EPUB and Kindle. Book excerpt: Reflecting the emerging understanding of the significance of attachment in adult life, contributions in this volume cover recent research on the fundamentals of human life, including courtship and marriage; the determinants of resilience and of depression; and the vulnerability of some to suicidal ideation and action. Together, these chapters illuminate the contribution of early and current attachment to psychopathology in adults, the application of research findings to therapeutic interventions, and the physiological substructure of attachment in adults and children. This book will be of value to psychologists, psychotherapists, psychotherapy researchers, and other mental health practitioners working with adult attachment issues.
Download or read book Celebrity Sells written by Hamish Pringle and published by John Wiley & Sons. This book was released on 2004-05-21 with total page 355 pages. Available in PDF, EPUB and Kindle. Book excerpt: Celebrities have always captured the imagination of the public. In today's age of consumerism, their ability to influence our behaviour can be seen worldwide. Harnessing this power can reap huge rewards for business — the Jamie Oliver campaign helped turn around Sainsbury?s fortunes, with the return on investment estimated at £27.95 for every advertising pound spent; sales of Walker?s Crisps increased by 105% thanks to Gary Lineker; One to One re-launched its brand with stars including Kate Moss and Elvis Presley. Celebrity Sells demonstrates the awesome power of famous names, when skilfully used, to sell brands and offers practical advice on how to develop and advertise a brand using celebrities, including: How to choose the right celebrity for your brand How to build your brand using a celebrity How to manage relationships with celebrities How to protect celebrity and brand reputation
Download or read book Brand Leadership written by David A. Aaker and published by Simon and Schuster. This book was released on 2012-12-11 with total page 550 pages. Available in PDF, EPUB and Kindle. Book excerpt: Management fads come and go in the blink of an eye, but branding is here to stay. Closely watched by the stock market and obsessed over by the biggest companies, brand identity is the one indisputable source of sustainable competitive advantage, the vital key to customer loyalty. David Aaker is widely recognised as the leading expert in this burgeoning field. Now he prepares managers for the next wave of the brand revolution. With coauthor Erich Joachimsthaler, Aaker takes brand management to the next level - strategic brand leadership. Required reading for every marketing manager is the authors' conceptualisation of 'brand architecture' - how multiple brands relate to each other - and their insights on the hot new area of Internet branding. Full of impeccable, intelligent guidance, BRAND LEADERSHIP is the visionary key to business success in the future.
Download or read book Object Relations in Psychoanalytic Theory written by Jay R. Greenberg and published by Harvard University Press. This book was released on 2013-12-01 with total page 462 pages. Available in PDF, EPUB and Kindle. Book excerpt: Object Relations in Psychoanalytic Theory provides a masterful overview of the central issue concerning psychoanalysts today: finding a way to deal in theoretical terms with the importance of the patient's relationships with other people. Just as disturbed and distorted relationships lie at the core of the patient's distress, so too does the relation between analyst and patient play a key role in the analytic process. All psychoanalytic theories recognize the clinical centrality of “object relations,” but much else about the concept is in dispute. In their ground-breaking exercise in comparative psychoanalysis, the authors offer a new way to understand the dramatic and confusing proliferation of approaches to object relations. The result is major clarification of the history of psychoanalysis and a reliable guide to the fundamental issues that unite and divide the field. Greenberg and Mitchell, both psychoanalysts in private practice in New York, locate much of the variation in the concept of object relations between two deeply divergent models of psychoanalysis: Freud's model, in which relations with others are determined by the individual's need to satisfy primary instinctual drives, and an alternative model, in which relationships are taken as primary. The authors then diagnose the history of disagreement about object relations as a product of competition between these disparate paradigms. Within this framework, Sullivan's interpersonal psychiatry and the British tradition of object relations theory, led by Klein, Fairbairn, Winnicott, and Guntrip, are shown to be united by their rejection of significant aspects of Freud's drive theory. In contrast, the American ego psychology of Hartmann, Jacobson, and Kernberg appears as an effort to enlarge the classical drive theory to accommodate information derived from the study of object relations. Object Relations in Psychoanalytic Theory offers a conceptual map of the most difficult terrain in psychoanalysis and a history of its most complex disputes. In exploring the counterpoint between different psychoanalytic schools and traditions, it provides a synthetic perspective that is a major contribution to the advance of psychoanalytic thought.
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 Impacts of the Media on African Socio Economic Development written by Nelson, Okorie and published by IGI Global. This book was released on 2016-11-23 with total page 349 pages. Available in PDF, EPUB and Kindle. Book excerpt: Technology and media are now integrated in various facets of society, including social and economic development. This has allowed for new and innovative methods for aiding in development initiatives. Impacts of the Media on African Socio-Economic Development is an essential research publication for the latest scholarly information on societal and economical dimensions of development and the application of media to advance progress. Featuring extensive coverage on many topics including gender empowerment, international business, and health promotion, this book is ideally designed for government officials, academics, professionals, and students seeking current research on social realities and achieving further development in emerging economies.
Download or read book Democratic Elitism written by and published by BRILL. This book was released on 2010-01-11 with total page 247 pages. Available in PDF, EPUB and Kindle. Book excerpt: Joseph Schumpeter's “competitive theory of democracy” – often labeled democratic elitism - has struck many as an apt and insightful description of how representative democracy works, even though convinced democrats detect an elitist thrust they find disturbing. But neither Schumpeter nor subsequent defenders of democratic elitism have paid enough attention to actual behaviors of leaders and elites. Attention has been riveted on how adequately democratic elitism captures the relationship between governors and governed in its insistence that competitive elections prevent the relationship from being one-way, that is, leaders and elites largely unaccountable to passive and submissive voters. Why and how leaders and elites create and sustain competitive elections, what happens if their competitions become excessively stage-managed or belligerent – how, in short, leaders and elites really act - are some of the issues this book addresses. Contributors are Heinrich Best, Jens Borchert, Michael Edinger, Fredrik Engelstad, Trygve Gulbrandsen, John Higley, Gabriella Ilonszki, András Körösényi, Mindaugas Kuklys, Gyorgy Lengyel, Anton Steen, and Jacek Wasilewski.
Download or read book Advertising and Promotion Management written by John R. Rossiter and published by McGraw-Hill Companies. This book was released on 1987 with total page 680 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book A Better Advertising Planning Grid written by John R. Rossiter and published by . This book was released on 1989 with total page 31 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book The Influence of Celebrity Endorsements on the Buying Intension of Young Consumers in India written by Kunal Gaurav and published by GRIN Verlag. This book was released on 2017-10-12 with total page 67 pages. Available in PDF, EPUB and Kindle. Book excerpt: Project Report from the year 2017 in the subject Business economics - Offline Marketing and Online Marketing, grade: A+, , language: English, abstract: The universe of today is evolving quickly and India is no exception. Particularly after the opening up of the economy, the pace of progress that India and its people are encountering in their socio-social environment is mind boggling. Every brand attempts to steal at least fraction of a person’s time to inform him/her about the amazing and different attributes of the product at hand. The challenge of the marketer is to find a hook that will hold the subject’s attention. In helping to achieve this, use of celebrity for endorsement of a brand is widely used marketing strategy. It has been uncovered amid the examination that whooping sums being paid by the advertisers to these celebrities are some place powerful. The main objective of this study is to analyze the impact of various constructs of celebrity endorsement on the buying intention of young consumer. There is two more objective of this study such as to identify the various constructs of celebrity endorsement and to now the consumer perception towards celebrity endorsement.
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 Handbook of the History of Social Psychology written by Arie W. Kruglanski and published by Psychology Press. This book was released on 2012-10-12 with total page 530 pages. Available in PDF, EPUB and Kindle. Book excerpt: For the first time in the history of social psychology, we have a handbook on the history of social psychology. In it, leading luminaries in the field present their take on how research in their own domains has unfolded, on the scientists whose impact shaped the research agendas in the different areas of social psychology, and on events, institutions and publications that were pivotal in determining the field’s history. Social psychology’s numerous subfields now boast a rich historical heritage of their own, which demands special attention. The Handbook recounts the intriguing and often surprising lessons that the tale of social psychology’s remarkable ascendance has to offer. The historical diversity is the hallmark of the present handbook reflecting each of this field’s domains unique evolution. Collectively, the contributions put a conceptual mirror to our field and weave the intricate tapestry of people, dynamics and events whose workings combined to produce what the vibrant discipline of social psychology is today. They allow the contemporary student, scholar and instructor to explore the historical development of this important field, provide insight into its enduring aims and allow them to transcend the vicissitudes of the zeitgeist and fads of the moment. The Handbook of the History of Social Psychology provides an essential resource for any social psychologist’s collection.
Download or read book Celebrity Scandals and Their Impact on Brand Image written by Raphael Städtler and published by GRIN Verlag. This book was released on 2011-04 with total page 109 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2010 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, The University of Surrey, course: International Business Management - Communications - Public Relations, Advertising, Marketing, language: English, abstract: Celebrity endorsements can be seen as a powerful and effective advertisement tool to cut through today's thick media clutter, grab the attention of consumers by underpinning a brand's image. The use of celebrities as a spokesperson for products and brands has been steadily increasing over the past decades. Celebrity Endorsements are perceived as a ubiquitous feature of modern marketing. Especially young consumers, who are considered to be brand conscious as well as regarded to idolise their favourite celebrities are a prime target of celebrity endorsements. Despite the many benefits celebrity endorsements entail, companies must also be aware of the potential drawbacks it brings along. Particularly celebrity endorser scandals are perceived to have an impact on a brand's image. Owing to the steady growth of celebrity endorsements as an effective advertisement tool to boost a brand's image, and to the fact that young consumers will remain the prime target of celebrity endorsements, this dissertation aims at investigating the impact of celebrity scandals on the brand image perception of young consumers. Based on a critical literature review, the author develops a conceptual and theoretical framework, in which this dissertation is set. An empirical study by means of an online survey distributed among 222 participants was conducted. Findings demonstrate that the brand image is hardly affected due to celebrity endorser scandals. However, the findings also reveal that felonies such as murder may lead to instant termination of consumption of a brand. The results of this research study provide some novel and useful insights into celebrity scandals and their impact on brands image, which can be used a
Download or read book Attitudes And Persuasion written by Richard E Petty and published by Routledge. This book was released on 2018-02-20 with total page 336 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book provides a needed survey of a truly remarkable number of different theoretical approaches to the related phenomena of attitude and belief change. It focuses on variable perspective theory which is far more deserving of attention than the present level of research activity.
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 Marketing Opportunities and Challenges in a Changing Global Marketplace written by Shuang Wu and published by Springer Nature. This book was released on 2020-06-15 with total page 701 pages. Available in PDF, EPUB and Kindle. Book excerpt: This proceedings volume explores marketing opportunities and challenges that exist in the current, fast-changing landscape of the global marketplace. Current global issues such as the rising middle class in emerging markets, disruptive technological breakthroughs, big data analytics, changing consumer habits and concerns over national trade policies have renewed ethical concerns around consumer privacy and the tools companies use to operate, market to, connect and build a relationship with their customers. Featuring the full proceedings from the 2019 Academy of Marketing Science (AMS) Annual Conference held in Vancouver, Canada, this book explores and assess the rate of change that drives companies to evaluate and adapt their marketing strategies to remain competitive. 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, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review (AMSR). Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.
