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Author: Tina M. Lowrey
Publisher: Psychology Press
ISBN: 100014948X
Category : Business & Economics
Languages : en
Pages : 334
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Book Description
The field of psycholinguistics and the application of psycholinguistic theory to advertising and marketing communication has become a topic of great prominence in the field of consumer behavior. Psycholinguistic Phenomena in Marketing Communications is the first book to address the growing research in this area. This timely volume combines research conducted by current scholars as it demonstrates diversity of the field in terms of relevant topics and methodological approaches. It examines brand names and their semantic and sound-based impact; sentence structure and research in marketing communication; advertising narratives evoking emotional responses; the effects of empathy response on advertising; and the role of language and images in creation of advertising. The book includes authors from a variety of fields, including mass communication, marketing, social psychology, linguistics, and neuropsychology. A range of perspectives is discussed, from qualitative text analysis to controlled psychological experimentation. Psycholinguistic Phenomena in Marketing Communications is intended for students and scholars in numerous disciplines, such as advertising, marketing, social psychology, sociology, and linguistics. It is also suitable for graduate courses in these disciplines.
Author: Tina M. Lowrey
Publisher: Psychology Press
ISBN: 100014948X
Category : Business & Economics
Languages : en
Pages : 334
Get Book Here
Book Description
The field of psycholinguistics and the application of psycholinguistic theory to advertising and marketing communication has become a topic of great prominence in the field of consumer behavior. Psycholinguistic Phenomena in Marketing Communications is the first book to address the growing research in this area. This timely volume combines research conducted by current scholars as it demonstrates diversity of the field in terms of relevant topics and methodological approaches. It examines brand names and their semantic and sound-based impact; sentence structure and research in marketing communication; advertising narratives evoking emotional responses; the effects of empathy response on advertising; and the role of language and images in creation of advertising. The book includes authors from a variety of fields, including mass communication, marketing, social psychology, linguistics, and neuropsychology. A range of perspectives is discussed, from qualitative text analysis to controlled psychological experimentation. Psycholinguistic Phenomena in Marketing Communications is intended for students and scholars in numerous disciplines, such as advertising, marketing, social psychology, sociology, and linguistics. It is also suitable for graduate courses in these disciplines.
Author: James Price Dillard
Publisher: SAGE Publications
ISBN: 1483305732
Category : Language Arts & Disciplines
Languages : en
Pages : 778
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Book Description
The Second Edition of The SAGE Handbook of Persuasion: Developments in Theory and Practice provides readers with logical, comprehensive summaries of research in a wide range of areas related to persuasion. From a topical standpoint, this handbook takes an interdisciplinary approach, covering issues that will be of interest to interpersonal and mass communication researchers as well as to psychologists and public health practitioners. Persuasion is presented in this volume on a micro to macro continuum, moving from chapters on cognitive processes, the individual, and theories of persuasion, to chapters highlighting broader social factors and phenomena related to persuasion, such as social context and larger scale persuasive campaigns. Each chapter identifies key challenges to the area and provides research strategies for addressing those challenges.
Author: Edward F. McQuarrie
Publisher: M.E. Sharpe
ISBN: 0765621339
Category : Art
Languages : en
Pages : 330
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Book Description
Rhetorical scholarship has found rich source material in the disciplines of advertising, communications research, and consumer behavior. Advertising, considered as a kind of communication, is distinguished by its focus on causing action. Its goal is not simply to communicate ideas, educate, or persuade, but to move a prospect closer to a purchase. The editors of "Go Figure! New Directions in Advertising Rhetoric" have been involved in developing the scholarship of advertising rhetoric for many years. In this volume they have assembled the most current and authoritative new perspectives on this topic. The chapter authors all present previously unpublished concepts that represent advances beyond what is already known about advertising rhetoric. In the opening and closing chapters editors Ed McQuarrie and Barbara Phillips provide an integrative view of the current state of the art in advertising rhetoric
Author: Robin L. Nabi
Publisher: SAGE
ISBN: 1412959969
Category : Language Arts & Disciplines
Languages : en
Pages : 657
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Book Description
Part III emphasizes the various factors that influence the critical functions of message selection and processing central to a host of mass media application contexts.
Author: L. J. Shrum
Publisher: Routledge
ISBN: 113680935X
Category : Psychology
Languages : en
Pages : 364
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Book Description
In this volume, psychologists and communication experts present theory on understanding and predicting how learning occurs through media consumption. As the impact of traditional advertising has declined over the last couple of decades, marketers have scrambled to find other ways to effectively communicate with consumers. Among other approaches, marketers have utilized various forms of product integration. Product integration is mixing a commercial message in with the non-commercial message via TV, movie, video, and other entertainment venues. This book will be of interest to students and researchers in psychology, marketing, communication, advertising, and consumer behavior.
Author: Management Association, Information Resources
Publisher: IGI Global
ISBN: 1522517944
Category : Business & Economics
Languages : en
Pages : 1838
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Book Description
Effective marketing techniques are a driving force behind the success or failure of a particular product or service. When utilized correctly, such methods increase competitive advantage and customer engagement. Advertising and Branding: Concepts, Methodologies, Tools, and Applications is a comprehensive reference source for the latest scholarly material on emerging technologies, techniques, strategies, and theories for the development of advertising and branding campaigns in the modern marketplace. Featuring extensive coverage across a range of topics, such as customer retention, brand identity, and global advertising, this innovative publication is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.
Author: Tina M. Lowrey
Publisher: Taylor & Francis
ISBN: 080586394X
Category : Business & Economics
Languages : en
Pages : 317
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Book Description
traditional retail discussion from a 21st Century perspective.
Author: Aradhna Krishna
Publisher: Routledge
ISBN: 1135429952
Category : Business & Economics
Languages : en
Pages : 410
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Book Description
What is sensory marketing and why is it interesting and also important? Krishna defines it as marketing that engages the consumers’ senses and affects their behaviors. In this edited book, the authors discuss how sensory aspects of products, i.e., the touch , taste, smell, sound, and look of the products, affect our emotions, memories, perceptions, preferences, choices, and consumption of these products. We see how creating new sensations or merely emphasizing or bringing attention to existing sensations can increase a product’s or service’s appeal. The book provides an overview of sensory marketing research that has taken place thus far. It should facilitate sensory marketing by practitioners and also can be used for research or in academic classrooms.
Author: Bertil Hultén
Publisher: Routledge
ISBN: 1317427858
Category : Business & Economics
Languages : en
Pages : 420
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Book Description
Sensory Marketing offers a global view of the use of senses in marketing strategy based on consumers' perception and behaviour. Integrating the company constraints and classical approaches of branding and communication, the author presents sensory marketing as an emergent marketing paradigm in theory and practice. This book will be an important contribution that will provide useful reading for marketing scholars and consumer psychologists across the world.
Author: Raymond W. Gibbs, Jr
Publisher: Cambridge University Press
ISBN: 1108107621
Category : Psychology
Languages : en
Pages : 333
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Book Description
The study of metaphor is now firmly established as a central topic within cognitive science and the humanities. We marvel at the creative dexterity of gifted speakers and writers for their special talents in both thinking about certain ideas in new ways, and communicating these thoughts in vivid, poetic forms. Yet metaphors may not only be special communicative devices, but a fundamental part of everyday cognition in the form of 'conceptual metaphors'. An enormous body of empirical evidence from cognitive linguistics and related disciplines has emerged detailing how conceptual metaphors underlie significant aspects of language, thought, cultural and expressive action. Despite its influence and popularity, there have been major criticisms of conceptual metaphor. This book offers an evaluation of the arguments and empirical evidence for and against conceptual metaphors, much of which scholars on both sides of the wars fail to properly acknowledge.
