Author: Publisher:
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Languages : en
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Book Description
What's Advertising Content Worth? Evidence from a Consumer Credit Marketing Field Experiment
Author: What's Advertising Content Worth?
Author: What is Advertising Content Worth? Evidence from the Motion Pictures Industry
Author: Suman BasuroyPublisher:
ISBN:
Category :
Languages : en
Pages : 0
Book Description
The large literature on the impact of advertising on consumers and firm behavior in marketing and economics has tried to distinguish between the informative and the persuasive roles of advertising. The extant literature typically uses advertising expenditure and implicitly assumes that advertising content is homogeneous. We analyze the contents of print ads in the motion picture industry to see whether the persuasive content or the informative content is more impactful on revenues. We estimate a simultaneous equation system via the GMM method and find that the persuasive content (role) of advertising is more significant than the informative content (role). Overall, we find that content elements matter in different ways. External validation components - persuasive contents, are much more important than other ad contents for predicting revenues and returns. Thus, we provide an interesting insight to this debate.
Handbook of Research on Narrative Advertising
Author: Yilmaz, RecepPublisher: IGI Global
ISBN: 1522597913
Category : Business & Economics
Languages : en
Pages : 400
Book Description
Narration can be conceptualized as conveying two or more events (or an event with a situation) that are logically interrelated and take place over time and have a consistent topic. The concept includes every storytelling text. The advertisement is one of the text types that includes a story, and the phenomenon conceptualized as advertising narration has gained new dimensions with the widespread use of digital media. The Handbook of Research on Narrative Advertising is an essential reference source that investigates fundamental marketing concepts and addresses the new dimensions of advertising with the universal use of digital media. Featuring research on topics such as branding, mobile marketing, and consumer engagement, business professionals, copywriters, students, and practitioners will find this text useful in furthering their research exposure to evolutionary techniques in advertising.
Kellogg on Advertising and Media
Author: Bobby J. CalderPublisher: John Wiley & Sons
ISBN: 1118429117
Category : Business & Economics
Languages : en
Pages : 324
Book Description
In Kellogg on Advertising and Media, members of the world's leading marketing faculty explain the revolutionized world of advertising. The star faculty of the Kellogg School of Management reveal the biggest challenges facing marketers today- including the loss of mass audiences, the decline of broadcast television advertising, and the role of online advertising- and show you how to advertise successfully in this new reality. Based on the latest research and case studies, this book shows you how to find and engage audiences in a chaotic media climate.
Narrative Advertising Models and Conceptualization in the Digital Age
Author: Y?lmaz, RecepPublisher: IGI Global
ISBN: 152252374X
Category : Business & Economics
Languages : en
Pages : 360
Book Description
The ubiquity of technology in modern society has opened new opportunities for businesses to employ marketing strategies. Through digital media, new forms of advertisement creativity can be explored. Narrative Advertising Models and Conceptualization in the Digital Age is a pivotal reference source that features the latest scholarly perspectives on the implementation of narration and storytelling in contemporary advertising. Including a range of topics such as digital games, viral advertising, and interactive media, this book is an ideal publication for business managers, researchers, academics, graduate students, and professionals interested in the enhancement of advertising strategies.
Marketing For Dummies
Author: Jeanette McMurtryPublisher: John Wiley & Sons
ISBN: 1119365589
Category : Business & Economics
Languages : en
Pages : 416
Book Description
The classic, bestselling marketing guide, updated for the digital era Marketing For Dummies, 5th Edition is the ultimate handbook for boosting your business. Whether you're a small mom-and-pop shop, a local nonprofit, or a mid-size business looking to grow, the right marketing approach can make your company or organization stand out from the crowd. This book shows you how to find, reach, and engage with your customers in a way that brings in business. This new edition, updated to align with the latest marketing revolution, introduces you to essential techniques including search engine, guerilla, global, and behavior marketing. You'll learn where to find your people, and how to give them what they want—how they want it—using behavioral techniques. You'll discover inexpensive online marketing and promotion tools, proving that budget doesn't have to be an insurmountable obstacle. You'll find up-to-date marketing plans, resources, and examples throughout to help you get out there and get your business noticed today! Today's marketing treats every aspect of customer interaction—including customer service and the product itself—as an opportunity to grow. This book shows you how to harness the power of these techniques to drive traffic, boost sales, and move your business forward. Turn web visibility into real-world traffic and sales Reach the right people at the right time Develop a cohesive marketing plan for any budget Source locally, market dynamically, and connect with your community Whether you're looking for fundamental marketing skills, seeking guidance on social media and analytics, or need a full-blown comprehensive web marketing strategy, this book has you covered. Marketing For Dummies, 5th Edition helps you open the door to a new, more successful phase of business.
Truth in Marketing
Author: Thomas AnkerPublisher: Routledge
ISBN: 1317535065
Category : Business & Economics
Languages : en
Pages : 142
Book Description
Can we believe the claims that marketers make? Does truth in marketing matter? Apparently not... Despite the role of regulators, marketing claims are often ruled to be misleading, deceptive or incomplete. Surprisingly, scholars of marketing ethics have devoted little time to this key issue. This may be because although key codes of marketing conduct insist on truthful communications, there is only limited understanding of what truthfulness itself actually entails. This innovative book develops a theory of truth in marketing and discusses the implications for consumers, marketing professionals and policymakers. Focusing on the problem of truth in marketing, it analyses the theory of truth in marketing, and examines the wider significance of marketing truth for society. Using a wide selection of engaging global examples and cases to illustrate this fascinating analysis, this engaging book will provide a provocative read for all scholars and educators in marketing, marketing/business ethics and CSR.
The Economics of Creativity
Author: Thierry Burger-HelmchenPublisher: Routledge
ISBN: 1135103410
Category : Business & Economics
Languages : en
Pages : 377
Book Description
Understanding the economic implication of creative individuals and firms is at the heart of the new economy and of related fields such as the economics of knowledge, the economics of science and innovation management. This book brings together a panel of theoretical and empirical contributions which address the generation of creative ideas and their transformation into products and services by firms or universities, as well as the interplay of those organizations in networks and markets. The word ‘creativity’ has been used a great deal recently in relation to efforts to recover from the global financial crisis and re-launch economic activity. Little has been added to explain how and why an economic approach of creativity is useful and necessary. It is useful to understand how the most creative people work and think, and how to foster their creative productivity. It is useful to understand how organizations integrate and exploit creative ideas. It is useful to understand how market mechanisms can handle creativity and how policies must be adapted. It is necessary in the light of the recent economic crises that made innovation, invention and creativity the basis of a new industrialization and fuel for a new economic development. This new book assesses the economic impact of creativity, defining the term and then going on to explore theoretically and practically the economic consequences of creativity through a range of themes including: creativity and evolutionary theories of technological change; creativity and organizational learning; creativity and technological policy; and creativity and economics of networks. This volume offers a rich source of inspiration and ideas for the pursuit of research which merges economic tradition and management perspectives.
Beyond Advertising
Author: Yoram (Jerry) WindPublisher: John Wiley & Sons
ISBN: 1119074223
Category : Business & Economics
Languages : en
Pages : 293
Book Description
The fundamental relationships among brands, media, and people are being transformed, and just as we try to adapt, along comes a new disruption. Are you and your organization prepared to deal with today’s unprecedented speed and scope of technological change? Beyond Advertising provides a business transformation road map for an aspirational future, based on the insights of more than 200 of the world’s most forward-thinking executives, innovators, and academics all grappling with today’s unique challenges and opportunities. This book offers a concrete set of principles, including The All Touchpoint Value Creation Model, designed to lift us out of reactive thinking and encourage the co-creation of a future better for business, better for people, and better for society. Actionable steps include: Holistically orchestrate and allocate resources across all touchpoints Redefine expectations of success to align for multi-win outcomes Provide every stakeholder at all touchpointsa R.A.V.E.S. standard of content: relevant and respectful, actionable, valuable, exceptional experiences, and a shareworthy story Develop all touchpoints to maximize the M.A.D.E.s value of context: the complete person, the features of the delivery platform, the dynamic environment, and synergies with other touchpoints
