A Conceptual and Methodological Framework for Comparative Advertising Research PDF Download
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Author: David A. Horne
Publisher:
ISBN:
Category :
Languages : en
Pages : 44
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Book Description
Author:
Publisher:
ISBN:
Category :
Languages : en
Pages : 30
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Book Description
Author: David A. Horne
Publisher:
ISBN:
Category :
Languages : en
Pages : 44
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Book Description
Author: Erdener Kaynak
Publisher: Greenwood
ISBN:
Category : Business & Economics
Languages : en
Pages : 344
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Book Description
Author: Přemysl Maydl
Publisher:
ISBN:
Category :
Languages : en
Pages : 77
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Book Description
Author: Stephen W. Marshall
Publisher:
ISBN: 9781604975130
Category : Business & Economics
Languages : en
Pages : 0
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Book Description
The research contained in this book contributes to the theoretical and practical knowledge of message strategies and the executional devices used in U.S. television advertising. Using rigorous content analysis, the authors investigated characteristics of commercials from among EFFIE Award winners of 1999 through 2004-advertising originating from "effective" campaigns. This work contributes to advertising research by examining the predictive congruency of the FCB advertising planning grid (see below) with message strategies found in EFFIE commercials; overall EFFIE commercial message strategy and tactic relationships; and content analysis methodology relative to improving objectivity and assessing reliability. This study focuses on producing a benchmark for comparison studies examining differences in message strategies across cultures. The research herein provides a methodological framework for producing comparative studies examining television commercials and other video content (i.e., delivered over the Internet) across cultures.
Author: david a. horne and michael d. johnson
Publisher:
ISBN:
Category :
Languages : en
Pages : 46
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Author: James E. Robertson
Publisher:
ISBN:
Category : Marketing
Languages : en
Pages : 328
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Book Description
Author: American Marketing Association. National Conference
Publisher:
ISBN:
Category : Marketing
Languages : en
Pages : 676
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Book Description
Author: Nripendra P. Rana
Publisher: Springer Nature
ISBN: 3030243745
Category : Business & Economics
Languages : en
Pages : 337
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Book Description
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Author: Frank Esser
Publisher: Routledge
ISBN: 1136514236
Category : Language Arts & Disciplines
Languages : en
Pages : 870
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Book Description
The Handbook of Comparative Communication Research aims to provide a comprehensive understanding of comparative communication research. It fills an obvious gap in the literature and offers an extensive and interdisciplinary discussion of the general approach of comparative research, its prospect and problems as well as its applications in crucial sub-fields of communications. The first part of the volume charts the state of the art in the field; the second section introduces relevant areas of communication studies where the comparative approach has been successfully applied in recent years; the third part offers an analytical review of conceptual and methodological issues; and the last section proposes a roadmap for future research.
