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Advances in Advertising Research VIII

Author : Vesna Zabkar

Publisher : Springer

Page : 294 pages

File Size : 43,2 MB

Release : 2017-06-15

Category : Business & Economics

ISBN : 365818731X

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Book Description

This book addresses challenges in research and management pertaining to the media, contents, and audiences in our current era of (dis)engagement. These challenges relate to the evidence pointing to increasing/decreasing interactions between actors in social, cultural, and economic systems. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 15th International Conference in Advertising (ICORIA) which was held in Ljubljana (Slovenia) in July 2016. The conference gathered more than 130 participants from various countries from nearly all continents.



The Handbook of International Advertising Research

Author : Hong Cheng

Publisher : John Wiley & Sons

Page : 574 pages

File Size : 11,79 MB

Release : 2014-01-21

Category : Language Arts & Disciplines

ISBN : 1118378458

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Book Description

This timely handbook brings academic excellence to international advertising research in the form of 28 contributions from over 40 leading scholars. The handbook’s comprehensive treatment highlights existing knowledge, reports major findings across the subject, and recommends directions and agendas for future research. Fills the existing gap between the rapid growth in scholarly research on international advertising and the pressing need for more high-quality research in the area Covers 28 major areas in international advertising research, with contributions from more than 40 international advertising scholars based in over 10 countries or territories Comprehensive treatment includes the history of international advertising, audiences and media, strategy and execution, content effects, regulation, ethics, and advertising education Highlights existing knowledge in international advertising, reports major findings on a broad range of topics, and offers expert recommendations on directions for future research Contributors represent the most highly respected academics among international advertising researchers



Reshaping Marketing Science in Wholesaling and Retailing

Author : Tarnanidis, Theodore K.

Publisher : IGI Global

Page : 460 pages

File Size : 33,50 MB

Release : 2024-08-21

Category : Business & Economics

ISBN :

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Book Description

As consumer preferences shift with the continued innovation of digital technology in the marketing sector, traditional approaches to marketing in wholesaling and retailing become obsolete. With tools like artificial intelligence and eco-friendly advertising strategies, organizations move towards improved marketing tactics and sustainability. To reshape marketing science, businesses must adopt more sustainable and technological approaches to marketing, through methods like data analysis, consumer behavior reporting, or targeted marketing strategies. Reshaping Marketing Science in Wholesaling and Retailing explores continuing trends in marketing science for wholesaling and retailing, such as marketing methods and principles. With a focus on data-driven insights and personalized experiences, the book focuses on sustainable options and the ethics of new retail technological innovations. This book covers topics such as e-commerce, social media, and consumer behavior, and is a useful resource for consultants, economists, business owners, policymakers, academicians, researchers, and scientists.



Marketing Research

Author : Alvin C. Burns

Publisher :

Page : 680 pages

File Size : 14,80 MB

Release : 2004

Category : Business & Economics

ISBN : 9780131494169

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Brand Equity & Advertising

Author : David A. Aaker

Publisher : Psychology Press

Page : 406 pages

File Size : 12,20 MB

Release : 2013-10-31

Category : Business & Economics

ISBN : 1317759826

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Book Description

The tenth annual Advertising and Consumer Psychology Conference held in San Francisco focused on branding -- a subject generating intense interest both in academia and in the "real world." The principle theory behind these conferences is that much can be gained by joining advertising and marketing professionals with academic researchers in advertising. Professionals can gain insight into the new theories, measurement tools and empirical findings that are emerging, while academics are stimulated by the insights and experience that professionals describe and the research questions that they pose. This book consists of papers delivered by experts from academia and industry discussing issues regarding the role of advertising in the establishment and maintenance of brand equity -- making this volume of interest to advertising and marketing specialists, as well as consumer and social psychologists.





Proceedings of the 1987 Academy of Marketing Science (AMS) Annual Conference

Author : Jon M. Hawes

Publisher : Springer

Page : 562 pages

File Size : 29,4 MB

Release : 2015-05-18

Category : Business & Economics

ISBN : 331917052X

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Book Description

This volume includes the full proceedings from the 1987 Academy of Marketing Science (AMS) Annual Conference held in Bal Harbour, Florida. It provides a variety of quality research in the fields of marketing theory and practice in areas such as consumer behaviour, marketing management, marketing education, and international marketing, among others. 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.



Proceedings of the 1988 Academy of Marketing Science (AMS) Annual Conference

Author : Kenneth D. Bahn

Publisher : Springer

Page : 556 pages

File Size : 45,55 MB

Release : 2015-05-08

Category : Business & Economics

ISBN : 3319170465

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Book Description

This volume includes the full proceedings from the 1988 Academy of Marketing Science (AMS) Annual Conference held in Montreal, Canada. It provides a variety of quality research in the fields of marketing theory and practice in areas such as consumer behaviour, marketing management, marketing education, and international marketing, among others. 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.



Foreign Languages in Advertising

Author : Jos Hornikx

Publisher : Springer Nature

Page : 263 pages

File Size : 19,27 MB

Release : 2019-12-17

Category : Language Arts & Disciplines

ISBN : 3030316912

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Book Description

This book presents a comprehensive account of the use and effects of foreign languages in advertising. Based on consumer culture positioning strategies in marketing, three language strategies are presented: foreign language display to express foreignness, English to highlight globalness, and local language to appeal to ethnicity (for instance, Spanish for Hispanics in the USA). The book takes a multidisciplinary approach, integrating insights from both marketing and linguistics, presenting both theoretical perspectives (e.g., Communication Accommodation Theory, Conceptual Feature Model, Country-of-origin effect, Markedness Model, Revised Hierarchical Model) and empirical evidence from content analyses and experimental studies. The authors demonstrate that three concepts are key to understanding foreign languages in advertising: language attitudes, language-product congruence, and comprehension. The book will appeal to students and researchers in the fields of sociolinguistics, applied linguistics, psycholinguistics, marketing and advertising.