Author: Mark B. TraylorPublisher:
ISBN:
Category : Comparative advertising
Languages : en
Pages : 378
Book Description
The Communications Effectiveness of Comparative Advertising Under Conditions of Product Involvement and Brand Usage
Author: Mark B. TraylorPublisher:
ISBN:
Category : Comparative advertising
Languages : en
Pages : 378
Book Description
The Communications Effectiveness of Comparative Advertising Under Conditions of Product Involvement and Brand Usage
Author: Mark Becker TraylorPublisher:
ISBN:
Category : Comparative advertising
Languages : en
Pages : 171
Book Description
JMR, Journal of Marketing Research
Author: Publisher:
ISBN:
Category : Marketing research
Languages : en
Pages : 562
Book Description
An Evaluation of the Effectiveness of Comparative Advertising for High and Low Product Involvement Classes
Author: Paul Michael EdwardsPublisher:
ISBN:
Category : Comparative advertising
Languages : en
Pages : 276
Book Description
Cracking the Code: Leveraging Consumer Psychology to Drive Profitability
Author: Steven S. PosavacPublisher: Routledge
ISBN: 1317473728
Category : Business & Economics
Languages : en
Pages : 344
Book Description
The unique contribution of Cracking the Code is its spotlight on how the knowledge of consumer psychology principles can be used to improve managerial decision making and organizational performance. Research on consumer behavior typically has a narrow focus and does not offer reliable and practical direction for marketers. Taken collectively, however, the conclusions of research streams can provide valuable information from which managers can base their decisions. The contributing authors of Cracking the Code offer a set of rules for managerial action that has been distilled from reviews of research areas in which they are experts. The book contains systematic, prescriptive advice based on state-of-the-art knowledge from multiple research lines regarding how consumers think and choose. The chapters cover fundamental topics such as new product management, marketing mix strategy, marketing communications and advertising, social media, and experiential marketing.
Communications-effectiveness of Comparative Advertising Based on Consumer Evaluations of Selected Television Commercials
Author: Barbara Sharon WhitakerPublisher:
ISBN:
Category :
Languages : en
Pages : 186
Book Description
Measuring Advertising Effectiveness
Author: William D. WellsPublisher: Psychology Press
ISBN: 1317779517
Category : Business & Economics
Languages : en
Pages : 419
Book Description
This volume includes edited and revised versions of the papers delivered and discussed at the recent Advertising and Consumer Psychology Conference. Following the theme of the conference -- "Measuring Advertising Effectiveness" -- the book blends academic psychology, marketing theory, survey methodology, and practical experience, while simultaneously addressing the problems and limitations of advertising. Acknowledging that advertisements are subtle, diverse, complex phenomena that require detailed investigation, this compilation explores the multidimensional nature of advertising's diverse effects from both academic and applied perspectives. Updates on theories and methods -- along with expert commentaries -- help to make this a valuable collection that will be of interest to advertising and marketing specialists and communications experts alike.
Relative Effectiveness of Comparative Advertising and Product Benefit Advertising Among Top Ranked Brands Within a Selected Product Category
Author: Brian E. HolleyPublisher:
ISBN:
Category : Marketing
Languages : en
Pages :
Book Description
Comparative Advertising, Disparagement and Trademark Infringement
Author: Saadiya SulemanPublisher:
ISBN:
Category :
Languages : en
Pages : 33
Book Description
Advertising pervades society and has become a persuasive force working on collective mentality of the public affecting their behaviour. Advertisements create brand image and reinforce it time and again. Traditionally, advertisers sought to present their goods and services in the most favourable light as possible, attempting to influence the public by highlighting the merits of their product or services. However, the early seventies of the last century, ushered a new era of advertising wherein comparative advertisements and commercials identified the competitors products by name. This has created new issues relating to unfair competition, disparagement and trademark infringement. For the purpose of proclaiming his goods as being the best in the world one might be tempted to compare the advantages of his goods over the goods of others. However, while saying his goods are better than his competitors', can one be allowed to say that the competitors' goods are bad? Does that not amount to slandering/disparaging the goods of his competitors? What if the goods advertised are actually better in quality than those of the competitors? Can a seller use a competitor's trademark in advertisement while comparing the relative qualities of the competitive goods? Or would such use for the purpose of distinguishing and claiming superiority over the competitors' product, in the course of advertisement without the permission of the trademark owner constitute trademark infringement? The paper seeks to analyse the intricacies of law involved in the concept of comparative advertising in relation with product disparagement and trademark infringement.
Comparative Advertising
Author: Robert Thomas StackPublisher:
ISBN:
Category : Advertising
Languages : en
Pages : 258
Book Description
