Author:
Publisher:
ISBN:
Category :
Languages : en
Pages : 30

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Author: David A. Horne
Publisher:
ISBN:
Category :
Languages : en
Pages : 44

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Author: Erdener Kaynak
Publisher: Greenwood
ISBN:
Category : Business & Economics
Languages : en
Pages : 344

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Author: Přemysl Maydl
Publisher:
ISBN:
Category :
Languages : en
Pages : 77

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Author: Stephen W. Marshall
Publisher:
ISBN: 9781604975130
Category : Business & Economics
Languages : en
Pages : 0

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Book Description
The research contained in this book contributes to the theoretical and practical knowledge of message strategies and the executional devices used in U.S. television advertising. Using rigorous content analysis, the authors investigated characteristics of commercials from among EFFIE Award winners of 1999 through 2004-advertising originating from "effective" campaigns. This work contributes to advertising research by examining the predictive congruency of the FCB advertising planning grid (see below) with message strategies found in EFFIE commercials; overall EFFIE commercial message strategy and tactic relationships; and content analysis methodology relative to improving objectivity and assessing reliability. This study focuses on producing a benchmark for comparison studies examining differences in message strategies across cultures. The research herein provides a methodological framework for producing comparative studies examining television commercials and other video content (i.e., delivered over the Internet) across cultures.

Author: david a. horne and michael d. johnson
Publisher:
ISBN:
Category :
Languages : en
Pages : 46

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Author: James E. Robertson
Publisher:
ISBN:
Category : Marketing
Languages : en
Pages : 328

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Author: American Marketing Association. National Conference
Publisher:
ISBN:
Category : Marketing
Languages : en
Pages : 676

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Book Description

Author: Frank Esser
Publisher: Routledge
ISBN: 1136514236
Category : Language Arts & Disciplines
Languages : en
Pages : 870

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Book Description
The Handbook of Comparative Communication Research aims to provide a comprehensive understanding of comparative communication research. It fills an obvious gap in the literature and offers an extensive and interdisciplinary discussion of the general approach of comparative research, its prospect and problems as well as its applications in crucial sub-fields of communications. The first part of the volume charts the state of the art in the field; the second section introduces relevant areas of communication studies where the comparative approach has been successfully applied in recent years; the third part offers an analytical review of conceptual and methodological issues; and the last section proposes a roadmap for future research.

Author: Michel Wedel
Publisher: Springer Science & Business Media
ISBN: 1461546516
Category : Business & Economics
Languages : en
Pages : 387

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Book Description
Modern marketing techniques in industrialized countries cannot be implemented without segmentation of the potential market. Goods are no longer produced and sold without a significant consideration of customer needs combined with a recognition that these needs are heterogeneous. Since first emerging in the late 1950s, the concept of segmentation has been one of the most researched topics in the marketing literature. Segmentation has become a central topic to both the theory and practice of marketing, particularly in the recent development of finite mixture models to better identify market segments. This second edition of Market Segmentation updates and extends the integrated examination of segmentation theory and methodology begun in the first edition. A chapter on mixture model analysis of paired comparison data has been added, together with a new chapter on the pros and cons of the mixture model. The book starts with a framework for considering the various bases and methods available for conducting segmentation studies. The second section contains a more detailed discussion of the methodology for market segmentation, from traditional clustering algorithms to more recent developments in finite mixtures and latent class models. Three types of finite mixture models are discussed in this second section: simple mixtures, mixtures of regressions and mixtures of unfolding models. The third main section is devoted to special topics in market segmentation such as joint segmentation, segmentation using tailored interviewing and segmentation with structural equation models. The fourth part covers four major approaches to applied market segmentation: geo-demographic, lifestyle, response-based, and conjoint analysis. The final concluding section discusses directions for further research.