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| Author | : Andrew A. Mitchell |
| Publisher | : |
| Total Pages | : 60 |
| Release | : 1981 |
| Genre | : Advertising |
| ISBN | : |
| Author | : Bagozzi, Richard |
| Publisher | : McGraw-Hill Education (UK) |
| Total Pages | : 238 |
| Release | : 2002-08-01 |
| Genre | : Psychology |
| ISBN | : 0335207227 |
Ouvrage théorique permettant d'appréhender les attitudes et comportement des consommateurs et examinant comment le marketing peut influencer les processus.
| Author | : Frank Biocca |
| Publisher | : Routledge |
| Total Pages | : 390 |
| Release | : 2013-12-16 |
| Genre | : Language Arts & Disciplines |
| ISBN | : 1135437297 |
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.
| Author | : Jerome D. Williams |
| Publisher | : Psychology Press |
| Total Pages | : 483 |
| Release | : 2004-04-13 |
| Genre | : Business & Economics |
| ISBN | : 1135617554 |
This volume grew out of the annual Advertising and Consumer Psychology conference sponsored by the Society for Consumer Psychology. Representing a collection of research from academics in the fields of social psychology, advertising, and marketing, the chapters all focus on discussing existing and needed research to face the challenges of diversity in the next millennium. The contributors are researchers who have pushed the envelope in understanding diversity in advertising, rather than merely relying on theoretical frameworks developed decades ago when the demographics of the population were much different. This volume provides a vast array of information for academics and practitioners seeking to better understand how individual characteristics impact on the sending, receiving, and processing of communication efforts. It highlights past and current knowledge on diversity in advertising, important questions that have not been addressed satisfactorily in this area, and how current theories can be used to construct better communication plans and message content. The various chapters draw upon existing literature from the fields of psychology, marketing, and related disciplines to amplify understanding and insight into developing effective advertising approaches to reach diverse audiences. This book will contribute to the understanding of the diversity of people, the changing landscape of the U.S., and the need for a more inclusive society.
| Author | : Naresh K. Malhotra |
| Publisher | : Emerald Group Publishing |
| Total Pages | : 338 |
| Release | : 2015-05-05 |
| Genre | : Business & Economics |
| ISBN | : 178441932X |
Noted authors discuss how and why consumers identify with and become attached to brands and the challenges marketers face in creating and sustaining these states. Other meaning makers (e.g., celebrities, culture, consumers themselves) can facilitate or detract from the brand meanings marketers aim to create.
| Author | : Management Association, Information Resources |
| Publisher | : IGI Global |
| Total Pages | : 1008 |
| Release | : 2020-11-27 |
| Genre | : Sports & Recreation |
| ISBN | : 1799877523 |
From issues of racism to the severity of concussions to celebrity endorsements, the sports industry continues to significantly impact society. With the rise of eSports and its projection as the next billion dollar industry, it is vital that a multifaceted approach to sports research be undertaken. On one side, businesses are continually offering new methods for marketing and branding and finding the best ways to enhance consumer engagement and the consumer experience. On the other side, there has been progress and new findings in the physical fitness and training of the athletes themselves along with discussions on their psychology and wellbeing. This two-tiered approach to analyzing sports and eSports from a practical business perspective, along with a lens placed on the athletes themselves, provides a comprehensive view of the current advancements, technologies, and strategies within various aspects of the sports and esports industry. Research Anthology on Business Strategies, Health Factors, and Ethical Implications in Sports and eSports covers the latest findings on all factors of sports: the branding and marketing of sports and eSports, studies on athletes and consumers, a dive into the ethics of sports, and the introduction of eSports to the industry. This wide coverage of all fields of research recently conducted leads this book to be a well-rounded view of how sports are functioning in modern times. Highlighted topics include branding tactics, consumer engagement, eSports history and technologies, ethics and law, and psychological studies of athlete wellness. This book is ideal for sports managers, athletes, trainers, marketers, brand managers, advertisers, practitioners, stakeholders, researchers, academicians, and students interested working in the fields of sports medicine, law, physical education, assistive technologies, marketing, consumer behavior, and psychology.
| Author | : Andrew A. Mitchell |
| Publisher | : Psychology Press |
| Total Pages | : 359 |
| Release | : 2013-06-17 |
| Genre | : Business & Economics |
| ISBN | : 1134756984 |
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.
| Author | : Larry Percy |
| Publisher | : Oxford University Press, USA |
| Total Pages | : 414 |
| Release | : 2012-03-29 |
| Genre | : Business & Economics |
| ISBN | : 0199605580 |
The authors deal with advertising from a strategic perspective. They begin with a broad look at what advertising is meant to do and then provide the reader with the keys to developing effective advertising and promotion campaigns.
| Author | : Kenon A. Brown |
| Publisher | : Rowman & Littlefield |
| Total Pages | : 257 |
| Release | : 2021-08-18 |
| Genre | : Language Arts & Disciplines |
| ISBN | : 1793650632 |
Revolution of the Modern Sports Fan explores the elements of the sports fan that have markedly changed in the past few years. Inherent within these investigations is the role of communication in a multitude of forms (mediated, relational, etc.) as the prototypical sports fan has most heavily shifted within this domain. From the advent of social media to the rise of fantasy sport to the increased media platforms in which to consume sport, the sports fan has never had more options for consumption—and for the rendering of one’s opinions. As such, Revolution of the Modern Sports Fan offers an opportunity to advance what we now know about American sports fandom as well as the ability to debunk what scholars thought they knew about sports fandom that has now shifted.
| Author | : S H H Kazmi |
| Publisher | : Excel Books India |
| Total Pages | : 682 |
| Release | : 2008-04-30 |
| Genre | : Business & Economics |
| ISBN | : 9788174466396 |
Advertising is a brilliant form of art that has become an indispensable part of our lives. As the business scene has transformed for the better in our country, much is happening on the advertising front. To tap the progress of Indian Advertising in this changed scenario, a third edition of the book "Advertising and Sales Promotion" has been prepared for the students. In this new edition, all the chapters have been revised and some moderately updated with more relevant text, figures, boxes, exhibits and references.Following are the highlights of this edition: Matter on Segmentation now includes current framework of Values and Lifestyle and Positioning topic has been re-written; text on Brand Personality and Image has been updated; New Appendices have been added at the end of Part -I and Part - IV, respectively; some new Boxes with insightful contents have been added; and some of the old exhibits have been replaced with the new ones.The book essentially deals with the dynamic concept of Sales Promotion and its effect on the consumer. Particularly meant for the students of management, specialising in marketing; the book provides a thoroughly educative and interesting reading.
