Author : Zeynep Gurhan-Canli and Durairaj Maheswaran
Publisher :
Page : 53 pages
File Size : 40,73 MB
Release : 2000
Category :
ISBN :
Author : Fred Beard
Publisher : Rowman & Littlefield
Page : 247 pages
File Size : 22,43 MB
Release : 2020-07-06
Category : Language Arts & Disciplines
ISBN : 1498560334
From auto insurance to ready-to-eat soups and satellite TV services, both national and local advertisers in the United States—and increasingly around the world—invest a great deal of time and money on ads and campaigns in which they directly identify their competitors or refer indirectly to “the other guys.” Yet business decision-makers and advertising creative professionals have long believed that creating successful comparative advertising can be extraordinarily difficult. Many have discovered that a strategic or tactical misstep can easily lead to a disaster, such as negative responses from consumers, a successful legal challenge from one or more competitors, or the escalation of hostilities into an ongoing and damaging comparative advertising war. Comparative Advertising: History, Theory, and Practice offers scholars interested in why many business decision-makers believe they can win our loyalty by running down a competitor—as well as anyone who plans, creates, or pays for advertising—a thorough and timely synthesis of the vast body of historical research, theory, and professional insights devoted to one of advertising’s most frequently debated message tactics. The overall goal of this book is to discover answers to a simple question: Why do so many advertisers often rely on a message tactic that research and professional experience confirms they frequently regret using?
Author : Durairaj Maheswaran
Publisher : Psychology Press
Page : 156 pages
File Size : 30,66 MB
Release : 2014-10-13
Category : Business & Economics
ISBN : 1135065241
First published in 2000. This is Volume 9, No 2 of the Journal of Consumer Psychology. Although there is growing interest in cultural differences in consumer behavior, focused and systematic consumer research on the topic is still in its infancy. The contributors to this special issue address the conceptual and methodological issues that are central to conducting cross-cultural research, including selecting or blending emic and etic research approaches, achieving measurement equivalence, expanding the cultural constructs and geographical regions under investigation, and understanding mediating processes. In the process, they review the progress that has been made in addressing these issues in consumer psychology and suggest a number of priorities for future research in this important domain.
Author : Wijnand IJsselsteijn
Publisher : Springer
Page : 229 pages
File Size : 20,2 MB
Release : 2006-05-05
Category : Computers
ISBN : 3540342931
This book constitutes the refereed proceedings of the First International Conference on Persuasive Technology for human well-being, PERSUASIVE 2006. The 31 revised full papers presented together with 1 introductory paper are organized in topical sections on psychological principles of persuasive technology, persuasive technology: theory and modelling, design, applications and evaluations, ethics of persuasive technology persuasive gerontechnology, and ambient intelligence and persuasive technology.
Author :
Publisher :
Page : 862 pages
File Size : 49,65 MB
Release : 2010
Category : Advertising
ISBN :
Author : Jean-Charles Chebat
Publisher : Springer
Page : 568 pages
File Size : 17,82 MB
Release : 2015-05-19
Category : Business & Economics
ISBN : 3319173839
This volume includes the full proceedings from the 1998 Multicultural Marketing Conference held in Montreal, Canada. The focus of the conference and the enclosed papers is on marketing to various ethnic groups in both a US and global context. It presents papers on various multicultural issues across the entire spectrum of marketing activities and functions including marketing management, marketing strategy, and consumer behavior. 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, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.
Author : Marieke K. de Mooij
Publisher : SAGE
Page : 473 pages
File Size : 17,84 MB
Release : 2019-06-10
Category : Business & Economics
ISBN : 1526471590
Marieke de Mooij answers the fundamental questions about consumption in this new edition, using her own model of consumer behavior that integrates culture in the self, in personality and in people’s relationships with others.
Author : Alcántara-Pilar, Juan Miguel
Publisher : IGI Global
Page : 430 pages
File Size : 31,44 MB
Release : 2015-04-30
Category : Business & Economics
ISBN : 1466682639
The key to any marketing strategy is finding a way to reach and appeal to the consumer. In the case of a diverse consumer pool, marketers must strive to direct their promotional efforts to appeal to a global customer base. Analyzing the Cultural Diversity of Consumers in the Global Marketplace explores the strategies associated with promoting products and services to a culturally-diverse target market. Providing innovative solutions for global brands, this publication is ideally designed for use by marketing professionals, executives, students, as well as researchers.
Author : Margaret Duffy
Publisher : Routledge
Page : 319 pages
File Size : 41,94 MB
Release : 2015-12-07
Category : Business & Economics
ISBN : 1317309642
Persuasion Ethics Today explores persuasive communication in the fields of advertising, promotions, public relations and integrated marketing communication, and is designed for course use in advertising curricula. Ethical questions have become increasingly important in today’s media landscape, and issues of regulation, privacy, and convenience are the subjects of heated debate among consumers, industry professional, policy makers, and interest groups. With the explosion of social media, mobile devices, tracking technologies, and behavioral targeting, the ethical issues about persuasion continue to increase in importance. This book’s goal is to offer a broad introduction to the ethical standards, challenges, understanding, and decision-making strategies involved in the practice of persuasion. Persuasion Ethics Today links real world persuasive communication activities to fundamental philosophies of ethics. It also offers tools for students and practitioners to engage with ethical dilemmas in a systematic way, and jumpstart debates about the right ethical choices in an increasingly complex media and social environment.
Author : M. Joseph Sirgy
Publisher : Springer
Page : 674 pages
File Size : 43,18 MB
Release : 2015-06-20
Category : Business & Economics
ISBN : 3319173235
This volume includes the full proceedings from the 1993 World Marketing Congress held in Istanbul, Turkey. The focus of the conference and the enclosed papers is on marketing thought and practices from a global perspective. This volume resents papers on various topics including marketing management, marketing strategy, and consumer behavior. 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, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.
