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Author: Jerome D. Williams
Publisher: Psychology Press
ISBN: 1135617562
Category : Business & Economics
Languages : en
Pages : 472
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Book Description
This volume grew out of the annual Advertising and Consumer Psychology conference sponsored by the Society for Consumer Psychology. Representing a collection of research from academics in the fields of social psychology, advertising, and marketing, the chapters all focus on discussing existing and needed research to face the challenges of diversity in the next millennium. The contributors are researchers who have pushed the envelope in understanding diversity in advertising, rather than merely relying on theoretical frameworks developed decades ago when the demographics of the population were much different. This volume provides a vast array of information for academics and practitioners seeking to better understand how individual characteristics impact on the sending, receiving, and processing of communication efforts. It highlights past and current knowledge on diversity in advertising, important questions that have not been addressed satisfactorily in this area, and how current theories can be used to construct better communication plans and message content. The various chapters draw upon existing literature from the fields of psychology, marketing, and related disciplines to amplify understanding and insight into developing effective advertising approaches to reach diverse audiences. This book will contribute to the understanding of the diversity of people, the changing landscape of the U.S., and the need for a more inclusive society.
Author: Jerome D. Williams
Publisher: Psychology Press
ISBN: 1135617562
Category : Business & Economics
Languages : en
Pages : 472
Get Book
Book Description
This volume grew out of the annual Advertising and Consumer Psychology conference sponsored by the Society for Consumer Psychology. Representing a collection of research from academics in the fields of social psychology, advertising, and marketing, the chapters all focus on discussing existing and needed research to face the challenges of diversity in the next millennium. The contributors are researchers who have pushed the envelope in understanding diversity in advertising, rather than merely relying on theoretical frameworks developed decades ago when the demographics of the population were much different. This volume provides a vast array of information for academics and practitioners seeking to better understand how individual characteristics impact on the sending, receiving, and processing of communication efforts. It highlights past and current knowledge on diversity in advertising, important questions that have not been addressed satisfactorily in this area, and how current theories can be used to construct better communication plans and message content. The various chapters draw upon existing literature from the fields of psychology, marketing, and related disciplines to amplify understanding and insight into developing effective advertising approaches to reach diverse audiences. This book will contribute to the understanding of the diversity of people, the changing landscape of the U.S., and the need for a more inclusive society.
Author: Shalini Shankar
Publisher: Duke University Press Books
ISBN: 9780822358640
Category : Social Science
Languages : en
Pages : 0
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Book Description
In Advertising Diversity Shalini Shankar explores how racial and ethnic differences are created and commodified through advertisements, marketing, and public relations. Drawing from periods of fieldwork she conducted over four years at Asian American ad agencies in New York, San Francisco, and Los Angeles, Shankar illustrates the day-to-day process of creating and producing broadcast and internet advertisements. She examines the adaptation of general market brand identities for Asian American audiences, the ways ad executives make Asian cultural and linguistic concepts accessible to their clients, and the differences between casting Asian Americans in ads for general and multicultural markets. Shankar argues that as a form of racialized communication, advertising shapes the political and social status of Asian Americans, transforming them from "model minorities" to "model consumers." Asian Americans became visible in the twenty-first century United States through a process Shankar calls "racial naturalization." Once seen as foreign, their framing as model consumers has legitimized their presence in the American popular culture landscape. By making the category of Asian American suitable for consumption, ad agencies shape and refine the population they aim to represent.
Author: Jerome D. Williams
Publisher: Psychology Press
ISBN: 1135617554
Category : Business & Economics
Languages : en
Pages : 483
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Book Description
This volume grew out of the annual Advertising and Consumer Psychology conference sponsored by the Society for Consumer Psychology. Representing a collection of research from academics in the fields of social psychology, advertising, and marketing, the chapters all focus on discussing existing and needed research to face the challenges of diversity in the next millennium. The contributors are researchers who have pushed the envelope in understanding diversity in advertising, rather than merely relying on theoretical frameworks developed decades ago when the demographics of the population were much different. This volume provides a vast array of information for academics and practitioners seeking to better understand how individual characteristics impact on the sending, receiving, and processing of communication efforts. It highlights past and current knowledge on diversity in advertising, important questions that have not been addressed satisfactorily in this area, and how current theories can be used to construct better communication plans and message content. The various chapters draw upon existing literature from the fields of psychology, marketing, and related disciplines to amplify understanding and insight into developing effective advertising approaches to reach diverse audiences. This book will contribute to the understanding of the diversity of people, the changing landscape of the U.S., and the need for a more inclusive society.
Author: Susie Khamis
Publisher: Routledge
ISBN: 0429626959
Category : Social Science
Languages : en
Pages : 152
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Book Description
Branding Diversity considers how brands both reflect and affect contemporary discussions of cultural diversity. Advancing an innovative, critical perspective on advertising, the book challenges the latent assumption that advertisers are inherently conservative and reluctant to represent anything other than popularly agreeable scripts and narratives. On the contrary, advertising is now replete with progressive messaging. Through Budweiser, Gillette, Vogue and Patagonia, Susie Khamis demonstrates that such forays into the political realm are not just shrewd appraisals of popular causes, but also inevitable outcomes of contemporary media and politics. This book will be of interest to scholars in advertising studies, marketing communications and media studies.
Author: David Meerman Scott
Publisher: Penguin
ISBN: 0593084012
Category : Business & Economics
Languages : en
Pages : 304
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Book Description
A Wall Street Journal bestseller From the author of New Rules of Marketing & PR, a bold guide to converting customer passion into marketing power. How do some brands attract word-of-mouth buzz and radical devotion around products as everyday as car insurance, b2b software, and underwear? They embody the most powerful marketing force in the world: die-hard fans. In this essential book, leading business growth strategist David Meerman Scott and fandom expert Reiko Scott explore the neuroscience of fandom and interview young entrepreneurs, veteran business owners, startup founders, nonprofits, and companies big and small to pinpoint which practices separate organizations that flourish from those stuck in stagnation. They lay out a road map for converting customers’ ardor into buying power, pulling one-of-a-kind examples from a wide range of organizations, including: · MeUndies, the subscription company that’s revolutionizing underwear · HeadCount, the nonprofit that registers voters at music concerts · Grain Surfboards, the board-building studio that willingly reveals its trade secrets with customers · Hagerty, the classic-car insurance provider with over 600,000 premier club members · HubSpot, the software company that draws 25,000 attendees to its annual conference For anyone who seeks to harness the force of fandom to revolutionize his or her business, Fanocracy shows the way.
Author: Alcántara-Pilar, Juan Miguel
Publisher: IGI Global
ISBN: 1466682639
Category : Business & Economics
Languages : en
Pages : 404
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Book Description
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: Veronica Benet-Martinez
Publisher: Oxford University Press
ISBN: 0199796750
Category : Psychology
Languages : en
Pages : 561
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Book Description
Multiculturalism is a prevalent worldwide societal phenomenon. Aspects of our modern life, such as migration, economic globalization, multicultural policies, and cross-border travel and communication have made intercultural contacts inevitable. High numbers of multicultural individuals (23-43% of the population by some estimates) can be found in many nations where migration has been strong (e.g., Australia, U.S., Western Europe, Singapore) or where there is a history of colonization (e.g., Hong Kong). Many multicultural individuals are also ethnic and cultural minorities who are descendants of immigrants, majority individuals with extensive multicultural experiences, or people with culturally mixed families; all people for whom identification and/or involvement with multiple cultures is the norm. Despite the prevalence of multicultural identity and experiences, until the publication of this volume, there has not yet been a comprehensive review of scholarly research on the psychological underpinning of multiculturalism. The Oxford Handbook of Multicultural Identity fills this void. It reviews cutting-edge empirical and theoretical work on the psychology of multicultural identities and experiences. As a whole, the volume addresses some important basic issues, such as measurement of multicultural identity, links between multilingualism and multiculturalism, the social psychology of multiculturalism and globalization, as well as applied issues such as multiculturalism in counseling, education, policy, marketing and organizational science, to mention a few. This handbook will be useful for students, researchers, and teachers in cultural, social, personality, developmental, acculturation, and ethnic psychology. It can also be used as a source book in advanced undergraduate and graduate courses on identity and multiculturalism, and a reference for applied psychologists and researchers in the domains of education, management, and marketing.
Author: Jason Chambers
Publisher: University of Pennsylvania Press
ISBN: 0812203852
Category : History
Languages : en
Pages : 330
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Book Description
Until now, most works on the history of African Americans in advertising have focused on the depiction of blacks in advertisements. As the first comprehensive examination of African American participation in the industry, Madison Avenue and the Color Line breaks new ground by examining the history of black advertising employees and agency owners. For much of the twentieth century, even as advertisers chased African American consumer dollars, the doors to most advertising agencies were firmly closed to African American professionals. Over time, black participation in the industry resulted from the combined efforts of black media, civil rights groups, black consumers, government organizations, and black advertising and marketing professionals working outside white agencies. Blacks positioned themselves for jobs within the advertising industry, especially as experts on the black consumer market, and then used their status to alter stereotypical perceptions of black consumers. By doing so, they became part of the broader effort to build an African American professional and entrepreneurial class and to challenge the negative portrayals of blacks in American culture. Using an extensive review of advertising trade journals, government documents, and organizational papers, as well as personal interviews and the advertisements themselves, Jason Chambers weaves individual biographies together with broader events in U.S. history to tell how blacks struggled to bring equality to the advertising industry.
Author: Ingmar Weber
Publisher: Springer Nature
ISBN: 3030349713
Category : Computers
Languages : en
Pages : 334
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Book Description
This volume constitutes the proceedings of the 11th International Conference on Social Informatics, SocInfo 2019, held in Doha, Qatar, in November 2019. The 17 full and 5 short papers presented in these proceedings were carefully reviewed and selected from 86 submissions. The papers presented in this volume cover a broad range of topics, ranging from the study of socio-technical systems, to computer science methods to analyze complex social processes, as well as social concepts in the design of information systems.
Author: Jane Cunningham
Publisher: Penguin UK
ISBN: 0241456010
Category : Business & Economics
Languages : en
Pages : 240
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Book Description
'It's high time we expose and remedy the pseudo-feminist marketing malarkey holding women back under the guise of empowerment' Amanda Montell, author of Wordslut ________________ Brands profit by telling women who they are and how to be. Now they've discovered feminism and are hell bent on selling 'fempowerment' back to us. But behind the go-girl slogans and the viral hash-tags has anything really changed? In Brandsplaining, Jane Cunningham and Philippa Roberts expose the monumental gap that exists between the women that appear in the media around us and the women we really are. Their research reveals how our experiences, wants and needs - in all forms - are ignored and misrepresented by an industry that fails to understand us. They propose a radical solution to resolve this once and for all: an innovative framework for marketing that is fresh, exciting, and - at last - sexism-free. ________________ 'If you think we've moved on from 'Good Girl' to 'Go Girl', think again!' Professor Gina Rippon, author of The Gendered Brain 'An outrageously important book. Erudite, funny, and deeply engaging -- with no condescension or bullshit' Dr Aarathi Prasad, author of Like A Virgin 'This book has the power to change the way we see the world' Sophie Devonshire, CEO, The Marketing Society and author of Superfast
