Emotional Persuasion in Advertising: A Hierarchy-of
... assert that ‘Regardless of their content and the techniques they employ, most [advertising] messages share a common final goal: persuading target consumers to adopt a particular product, service, or idea’ (1999: 45). Even Petty & Cacioppo (1986), although presenting two routes in their Elaboration L ...
... assert that ‘Regardless of their content and the techniques they employ, most [advertising] messages share a common final goal: persuading target consumers to adopt a particular product, service, or idea’ (1999: 45). Even Petty & Cacioppo (1986), although presenting two routes in their Elaboration L ...
ICORIA 2014 Programme (final, )
... Advertising Academy. For some of you, this will be your first ICORIA experience. Others have visited this conference before. Some of you even attended the previous Amsterdam edition in 2003. They know what to expect: a lively get together of a close community that is eager to discuss the latest insi ...
... Advertising Academy. For some of you, this will be your first ICORIA experience. Others have visited this conference before. Some of you even attended the previous Amsterdam edition in 2003. They know what to expect: a lively get together of a close community that is eager to discuss the latest insi ...
The Role of Banner and the Design of an Internet Campaign
... target audience. These new communication mediums are online games. The campaign is presented directly on the competitor’s web portals through online games containing Mochi Ads advertisement system. The main direct competitors are amateur websites which are a parasite on the good renown of Superhry.c ...
... target audience. These new communication mediums are online games. The campaign is presented directly on the competitor’s web portals through online games containing Mochi Ads advertisement system. The main direct competitors are amateur websites which are a parasite on the good renown of Superhry.c ...
an analysis of female and male images in contemporary perfume ads
... in the print medium. In fact, to privilege textual analysis over visual matter (or viceversa) would result in a severely unbalanced reading of the corpus, since the conveyance of meanings in print ads takes place by means of a process of convergence and reiteration of the same message via every chan ...
... in the print medium. In fact, to privilege textual analysis over visual matter (or viceversa) would result in a severely unbalanced reading of the corpus, since the conveyance of meanings in print ads takes place by means of a process of convergence and reiteration of the same message via every chan ...
Native Advertising: Evolving Marketing or Public Relations
... which to a certain extent have not emancipated from marketing, and are often equated with marketing. Namely, the term “public relations” is often subordinated by marketing theoreticians to the scientific field of marketing, and consider it as one of the four functions within the promotional mix. How ...
... which to a certain extent have not emancipated from marketing, and are often equated with marketing. Namely, the term “public relations” is often subordinated by marketing theoreticians to the scientific field of marketing, and consider it as one of the four functions within the promotional mix. How ...
Fear Appeals in Social Marketing: Strategic and Ethical Reasons for
... fear appeals reflect on the sponsoring "brand"? What ethical issues should be considered, such as the unintended effect of fear appeals? This article attempts to answer these questions. ...
... fear appeals reflect on the sponsoring "brand"? What ethical issues should be considered, such as the unintended effect of fear appeals? This article attempts to answer these questions. ...
Chapter 1
... links to professional resources, a stock-market project, Internet exercises, sample syllabi, and other instructor support tools. Also contains special e-commerce coverage. Instructors’ Presentation CD-ROM – Contains an extensive collection of PowerPoint slides that contain information from both with ...
... links to professional resources, a stock-market project, Internet exercises, sample syllabi, and other instructor support tools. Also contains special e-commerce coverage. Instructors’ Presentation CD-ROM – Contains an extensive collection of PowerPoint slides that contain information from both with ...
PROPAGANDA ANALYSIS - Oklahoma State University
... actions on politically charged issues such as racism, anti-Semitism and incest. Advertising and marketing the movie also played a role in creating an image for Kazakhstan. Cohen made appearances, in character, to promote his movie on entertainment and news shows such as Saturday Night Live, The Late ...
... actions on politically charged issues such as racism, anti-Semitism and incest. Advertising and marketing the movie also played a role in creating an image for Kazakhstan. Cohen made appearances, in character, to promote his movie on entertainment and news shows such as Saturday Night Live, The Late ...
united states district court
... these provisions prohibit statements that are factually false, they are unobjectionable. However, a comment to the rules explains that the rules also bar statements that could never be factually substantiated because they are inherently subjective, such as the statement that a lawyer is “one of the ...
... these provisions prohibit statements that are factually false, they are unobjectionable. However, a comment to the rules explains that the rules also bar statements that could never be factually substantiated because they are inherently subjective, such as the statement that a lawyer is “one of the ...
the moderating role of attitudes toward advertising
... direction and the magnitude of the bias. We suggest that the attitude toward advertising may play a crucial role in whether or not individuals correct for the influence and how they correct for it. Possibly, individuals who predominantly view advertising as informative will be less likely to detect ...
... direction and the magnitude of the bias. We suggest that the attitude toward advertising may play a crucial role in whether or not individuals correct for the influence and how they correct for it. Possibly, individuals who predominantly view advertising as informative will be less likely to detect ...
MANAGEMENT SCIENCE
... 37% of Internet users reported that a television ad had prompted them to conduct an Internet search. However, work of this kind is typically based on searchers’ self-reports, includes limited controls for competing explanations and often focuses on a single brand. The one extant study based on passi ...
... 37% of Internet users reported that a television ad had prompted them to conduct an Internet search. However, work of this kind is typically based on searchers’ self-reports, includes limited controls for competing explanations and often focuses on a single brand. The one extant study based on passi ...
Make better Ads by digging up the Clichés – the handout
... WHAT ARE CLICHÉ’S FOR MUM? THE ISSUE The use of clichés in advertising is perpetual and widespread. Creative departments were formed to create original ideas but the clichés won’t lie down. How persistent clichés are. And how often they reappear. What is the client to do? Brief for an original creat ...
... WHAT ARE CLICHÉ’S FOR MUM? THE ISSUE The use of clichés in advertising is perpetual and widespread. Creative departments were formed to create original ideas but the clichés won’t lie down. How persistent clichés are. And how often they reappear. What is the client to do? Brief for an original creat ...
Advertising functions - KV Institute of Management and Information
... that help sell the product. Without an effective advertising management process in place, the media campaigns are not that fruitful and the whole marketing process goes for a toss. Hence, companies that believe in an effective advertising management process are always a step ahead in terms of sellin ...
... that help sell the product. Without an effective advertising management process in place, the media campaigns are not that fruitful and the whole marketing process goes for a toss. Hence, companies that believe in an effective advertising management process are always a step ahead in terms of sellin ...
ADVERTISING - OERsource.cc
... stronger, longer-lasting deodorant to avoid embarrassing stains is quite doable, and it is easy to see a benefit (if indeed the deodorant works). In contrast, fear appeals that discuss the negative consequences of smoking have to climb a higher hill because the behavior is extremely hard to change ( ...
... stronger, longer-lasting deodorant to avoid embarrassing stains is quite doable, and it is easy to see a benefit (if indeed the deodorant works). In contrast, fear appeals that discuss the negative consequences of smoking have to climb a higher hill because the behavior is extremely hard to change ( ...
Statement of Charles Curran Executive Director, Network
... day when visiting their online mail box); • Improving ad relevancy through behavioral information gathered over time and across multiple Web sites in order predict a user’s possible interests (e.g. that a user visits many sport-related sites and is therefore likely to be interested in sports-related ...
... day when visiting their online mail box); • Improving ad relevancy through behavioral information gathered over time and across multiple Web sites in order predict a user’s possible interests (e.g. that a user visits many sport-related sites and is therefore likely to be interested in sports-related ...
Slide 1
... Symbolism The brand stands for a certain quality A bond or relationship is created based on these meanings e.g. Rolex Sth stands for sth Conditioned Learning The way association implants an idea in a consumer’s mind e.g. Beer always use sporting events, parties, young women ADVERTISING Princip ...
... Symbolism The brand stands for a certain quality A bond or relationship is created based on these meanings e.g. Rolex Sth stands for sth Conditioned Learning The way association implants an idea in a consumer’s mind e.g. Beer always use sporting events, parties, young women ADVERTISING Princip ...
Frogs Sell Beer: The Effects of Beer Advertisements on Adolescent
... who begin drinking before age 15 are four times more likely to become addicted and over twice as likely to become alcohol abusers than are those who delay drinking until age 21 (Grant & Dawson, 1997). Younger initiation of drinking is also associated with greater risk of using other drugs (MADD, 200 ...
... who begin drinking before age 15 are four times more likely to become addicted and over twice as likely to become alcohol abusers than are those who delay drinking until age 21 (Grant & Dawson, 1997). Younger initiation of drinking is also associated with greater risk of using other drugs (MADD, 200 ...
Ch 16
... History Will Be Made (In Marketing?) • The NHL sparked a massive viral movement when it released its 2010 Stanley Cup television ads—a series of iconic clips from past Stanley Cups played in reverse, asking the question “What if this had never happened?” • Fans jumped on board by creating their own ...
... History Will Be Made (In Marketing?) • The NHL sparked a massive viral movement when it released its 2010 Stanley Cup television ads—a series of iconic clips from past Stanley Cups played in reverse, asking the question “What if this had never happened?” • Fans jumped on board by creating their own ...
The Language of Airline Advertising
... different creative departments or actors. This way the intended function can never be the same. It is right to say, that advertisements share features with many other genres. ...
... different creative departments or actors. This way the intended function can never be the same. It is right to say, that advertisements share features with many other genres. ...
CHAPTER ONE HISTORY AND GROWTH OF ADVERTISING
... When a new product enters the market, it should offer unique beneficial differentiation to the consumers. If it is very much identical to others already in the field, then the consumers may not prefer to switch over to the new brand and why they should? For instance, promise toothpaste has achieved ...
... When a new product enters the market, it should offer unique beneficial differentiation to the consumers. If it is very much identical to others already in the field, then the consumers may not prefer to switch over to the new brand and why they should? For instance, promise toothpaste has achieved ...
Pricing of Online Advertising: Cost-Per-Click-Through Vs. Cost
... the advertiser, while a click is measured by the publisher. Second, an action takes place outside the scope of control of the publisher (Mahdian and Tomak 2007). Third, a click happens instantaneously, while an action such as buying a product might take place days or even weeks after the consumer se ...
... the advertiser, while a click is measured by the publisher. Second, an action takes place outside the scope of control of the publisher (Mahdian and Tomak 2007). Third, a click happens instantaneously, while an action such as buying a product might take place days or even weeks after the consumer se ...
Working Paper - Good Native Advertising Isn`t a Secret
... notable since it was one of the first instances of a more traditional news organization being noticed for engaging in native advertising. It is notable, though, that the Scientology ad was not the magazine’s first time running a native advertisement, although it was the first that received complaint ...
... notable since it was one of the first instances of a more traditional news organization being noticed for engaging in native advertising. It is notable, though, that the Scientology ad was not the magazine’s first time running a native advertisement, although it was the first that received complaint ...
Teaser Campaigns
... In 2003 entered Hyundai Santro and Titan industries in to the teaser advertising mode. Launched in India in 1998, the car aimed to establish itself in the Indian Market without defying its Korean origin. With its two part teaser campaign, the Santro [8] wanted to connect with the Indian audience yet ...
... In 2003 entered Hyundai Santro and Titan industries in to the teaser advertising mode. Launched in India in 1998, the car aimed to establish itself in the Indian Market without defying its Korean origin. With its two part teaser campaign, the Santro [8] wanted to connect with the Indian audience yet ...
Programmatic Advertising: Shaping Consumer
... (IAB, 2015). The advertising buying process, one that historically took weeks to complete, has been consolidated to minutes due to advanced automation technologies and precise consumer data profiles. As a result, marketers are witnessing stronger yields from their expenditures. 87% of marketers are ...
... (IAB, 2015). The advertising buying process, one that historically took weeks to complete, has been consolidated to minutes due to advanced automation technologies and precise consumer data profiles. As a result, marketers are witnessing stronger yields from their expenditures. 87% of marketers are ...