By Sofie Bitter, Sonja Grabner-Kräuter (auth.), Sara Rosengren, Micael Dahlén, Shintaro Okazaki (eds.)

ISBN-10: 3658023643

ISBN-13: 9783658023645

ISBN-10: 3658023651

ISBN-13: 9783658023652

​Advances in ads learn are released by means of the eu advertisements Academy (EAA). This quantity is a compilation of study awarded on the eleventh foreign convention in ads (ICORIA) which was once held in Stockholm (Sweden) in June 2012. The convention accrued one hundred fifty prime researchers from 22 nations lower than the convention subject “The altering roles of advertising”. The e-book presents overseas cutting-edge study with 30 articles by means of well known students from the global ICORIA network.

Show description

Read Online or Download Advances in Advertising Research (Vol. IV): The Changing Roles of Advertising PDF

Similar advertising books

New PDF release: Mass Moralizing: Marketing and Moral Storytelling

Mass Moralizing: advertising and ethical Storytelling examines the narratives of today’s model advertising, which principally makes a speciality of growing an emotional attachment to a model instead of without delay selling a product’s characteristics or gains.

Phil Hopkins explores those narratives’ impression on how we predict approximately ourselves and our ethical chances, our cultural principles approximately morality, and our relationships to one another. He heavily reports the connection among 3 interrelated dynamics: the facility of narrative within the building of id and international, the truth-telling pretenses of mass advertising, and the expansion of moralizing because the basic ethical discourse perform in modern customer tradition. Mass Moralizing scrutinizes the way in which advertising and marketing speaks to us in explicitly moralistic phrases, considerably influencing how we expect approximately ourselves and our ethical percentages.

Read e-book online The Future of Advertising : New Media, New Clients, New PDF

Ads Age is the world's most generally learn source for advertisements information, info, and research. McGraw-Hill's new advertisements Age sequence represents a thrilling partnership that will--like the journal itself--provide execs with very important and usable info that's energetic, informative, and essential.

Read e-book online Now is too late: survival in an era of instant news PDF

Whoever you're, no matter what establishment or company you signify, your attractiveness should be destroyed in a single day. Feeding frenzies like Enron/Andersen and Firestone/Ford element to a brand new "post-media" global the place conventional obstacle administration isn't any longer sufficient: the place assaults can come from at any place; and your key ingredients count on direct, immediately solutions, with no conventional journalistic intermediaries.

New PDF release: Clothing & Fashion

This e-book explains all approximately garments & model.
Clothing --
History of garments and textiles --
Weaving and knitting --
Textile production --
Fashion --
Hip hop style --
Glossary.

Extra info for Advances in Advertising Research (Vol. IV): The Changing Roles of Advertising

Sample text

The focus of this article is on such UGC. We make three contributions. First, while such social media events and contests are becoming more common, there are no published studies measuring their effect on purchase behaviors. We test whether participating affects purchase behaviors and illustrate ROI calculations. Second, we discuss an explanation for the effect, which will help organizations create more effective contests going forward. Third, we will investigate the longevity of the effect—after participating, how long is behavior affected?

Peck and Childers (2003b) found that touching a product helps consumers with a high need for touch to evaluate the product and, thereby, increases the confidence of their judgment. Moreover, mere touching raises consumers’ perceived ownership of an object (Peck and Shu, 2009). , a feather) to a pamphlet leads to a more positive attitude towards the communication means than in the no touch condition for people with a high need for touch. Interestingly, the fit of the haptic element did not play any role for those consumers – the mere presence of touch increased persuasiveness.

Rosengren et al. ), Advances in Advertising Research (Vol. 1007/978-3-658-02365-2_3, © Springer Fachmedien Wiesbaden 2013 30 Malthouse et al. holds. As a coalition loyalty program, members collect miles at over 100 sponsors in categories covering most aspects of purchases including groceries, gasoline, apparel and credit card purchases. , gas, movies, groceries, home improvement). In March 2009 AMRP launched a social media website for members to discuss the program and benefits. Posts made by members can be linked to their mile accumulation.

Download PDF sample

Advances in Advertising Research (Vol. IV): The Changing Roles of Advertising by Sofie Bitter, Sonja Grabner-Kräuter (auth.), Sara Rosengren, Micael Dahlén, Shintaro Okazaki (eds.)


by Edward
4.1

Rated 4.47 of 5 – based on 38 votes