Communication Yearbook 22 PDF Download
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Author: Michael Roloff
Publisher: Routledge
ISBN: 1135152780
Category : Language Arts & Disciplines
Languages : en
Pages : 583
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Book Description
Communication Yearbook 22 contains in-depth literature reviews focused on an important topic in specialized areas as well as syntheses that describe scholarship in other domains. Each chapter addresses an aspect of one of the most pressing issues currently facing individuals: how to communicate with people from different backgrounds or cultures. The first two chapters examine the ways sex differences and cross-cultural differences affect communication behavior. The following three chapters focus on harmful speech, the effects of pornography on criminal sexual offenders and personalization of conflict. Further chapters focus on argumentation, organizational settings and government/media relations as well as styles of customer service, communication within families with aging parents and intercultural friendship.
Author: Michael Roloff
Publisher: Routledge
ISBN: 1135152780
Category : Language Arts & Disciplines
Languages : en
Pages : 583
Get Book Here
Book Description
Communication Yearbook 22 contains in-depth literature reviews focused on an important topic in specialized areas as well as syntheses that describe scholarship in other domains. Each chapter addresses an aspect of one of the most pressing issues currently facing individuals: how to communicate with people from different backgrounds or cultures. The first two chapters examine the ways sex differences and cross-cultural differences affect communication behavior. The following three chapters focus on harmful speech, the effects of pornography on criminal sexual offenders and personalization of conflict. Further chapters focus on argumentation, organizational settings and government/media relations as well as styles of customer service, communication within families with aging parents and intercultural friendship.
Author:
Publisher:
ISBN:
Category : Dissertations, Academic
Languages : en
Pages : 612
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Book Description
Author:
Publisher:
ISBN:
Category : Dissertations, Academic
Languages : en
Pages : 156
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Book Description
Author: American Marketing Association
Publisher:
ISBN:
Category : Marketing
Languages : en
Pages : 628
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Book Description
Author: Naresh K. Malhotra
Publisher: Springer
ISBN: 3319111019
Category : Business & Economics
Languages : en
Pages : 523
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Book Description
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. This volume includes the full proceedings from the 1986 Academy of Marketing Science (AMS) Annual Conference held in Anaheim, California.
Author:
Publisher:
ISBN:
Category : Dissertations, Academic
Languages : en
Pages : 794
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Book Description
Author:
Publisher:
ISBN:
Category : Dissertations, Academic
Languages : en
Pages : 914
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Book Description
Author:
Publisher:
ISBN:
Category : Union catalogs
Languages : en
Pages : 1032
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Book Description
Includes entries for maps and atlases.
Author: Marc G. Weinberger
Publisher: Routledge
ISBN: 1000404420
Category : Business & Economics
Languages : en
Pages : 298
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Book Description
Humor has long been one of the most common approaches used in advertising. Whether in a big televised event like the Super Bowl or in new forms of digital advertising, everyone is exposed to funny ads, some of which both entertain the audience and help sell a product. Yet, the use of humor in advertising is complex; clearly not all humorous ads are successful. This comprehensive volume both summarizes the cumulative state of knowledge on humor in advertising and provides new cutting-edge research on key topics such as humor’s use in conjunction with emotional and sexual appeals, its use in digital advertising, and issues related to gender and cross-cultural applicability. Special emphasis is placed on defining humorous advertising and types of humor used, as well as outlining what conditions work for advertisers. The chapters examine humor in advertising and add insights on several cutting-edge issues in this stream of research. An overview article summarizing the overall body of literature accumulated over 50 years of research on humorous advertising defines types of humorous appeals. The degree to which humor is effective and the boundary conditions associated with when and how it works best in advertising is discussed. New research articles further contribute to cumulative knowledge by exploring the interaction of humor with other issues and techniques such as whether it travels internationally, gender issues, its use in conjunction with emotional and sexual appeals, and its presence in the digital contexts. The book concludes with an in-depth look at the evolution of humorous appeals over the oldest traditional advertising medium—outdoor advertising. The chapters in this book were originally published in International Journal of Advertising.
Author: Gerard J. Tellis
Publisher: SAGE
ISBN: 1452276749
Category : Business & Economics
Languages : en
Pages : 217
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Book Description
Recently nominated one of five finalists selected for the 2005 Berry-AMA Book Prize for best book in marketing! "Tellis has done a remarkable job. He has brought together an amazingly diverse literature. Unlike some other sources that claim to be able to measure the effects of advertising, Tellis′s thoroughness and ability to understand and convey results of various experiments and statistical analyses helps the reader to separate the wheat from the chaff. Any student of advertising, whether new to the field or a seasoned veteran executive or researcher, should read this book." --Alan G. Sawyer, University of Florida Effective Advertising: How, When, and Why Advertising Works reviews and summarizes an extensive body of research on advertising effectiveness. In particular, it summarizes what we know today on when, how, and why advertising works. The primary focus of the book is on the instantaneous and carryover effects of advertising on consumer choice, sales, and market share. In addition, the book reviews research on the rich variety of ad appeals, and suggests which appeals work, and when, how, and why they work. The first comprehensive book on advertising effectiveness, Understanding Effective Advertising reviews over 50 years of research in the fields of advertising, marketing, consumer behavior, and psychology. It covers all aspects of advertising and its effect on sales, including sales elasticity, carryover effects, content effects, and effects of frequency. Author Gerard J. Tellis distills three decades of academic and professional experience into one volume that successfully dismisses many popular myths about advertising, such as: * Advertising has a powerful influence on consumers and often generates consumer need * The effects of advertising persist for decades * If an ad fails initially, repetition will ensure its ultimate success * Ads need only one to three exposures to succeed * Advertising by argument is the most effective method * The best ads are unique and original * Advertising is very profitable Tellis then provides alternatives and establishes the following truths about advertising: * Advertising is vitally important for free markets, but its action is subtle and its discovery is fragile * The effects of advertising are short-lived * If ads are not initially effective, repetition will not make them more effective * Scientific principles can show which ads work, though firms often ignore advertising research and persist with ineffective ads * Advertising by emotion may have the most effective appeal * Templates can yield very effective ads * Advertising is often unprofitable Effective Advertising will be an important addition to courses at the graduate or undergraduate level in advertising, marketing, communication, and journalism. It will also be an invaluable reference for professionals and researchers working in these fields.
