The Relative Effect of Negative Comparative, Direct Comparative, and Non-comparative Advertising Under Varying Conditions of Argument Quality on Attitude-toward-the-ad, Brand-related Attitudes and Behavioral Intentions PDF Download
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Author: Karen E. James
Publisher:
ISBN:
Category :
Languages : en
Pages : 234
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Book Description
Author: Karen E. James
Publisher:
ISBN:
Category :
Languages : en
Pages : 234
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Book Description
Author: George Zinkan
Publisher: Marketing Classics Press
ISBN: 1613112718
Category : Business & Economics
Languages : en
Pages : 290
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Book Description
Author: Nripendra P. Rana
Publisher: Springer Nature
ISBN: 3030243745
Category : Business & Economics
Languages : en
Pages : 337
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Book Description
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Author: David A. Horne and Michael D. Johnson
Publisher:
ISBN:
Category :
Languages : en
Pages : 27
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Book Description
Author: Robert Thomas Stack
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 258
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Book Description
Author: Sucheta S. Ahlawat
Publisher:
ISBN:
Category : Comparative advertising
Languages : en
Pages : 364
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Book Description
Author:
Publisher:
ISBN:
Category : Political science
Languages : zh-CN
Pages : 278
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Book Description
Author:
Publisher:
ISBN:
Category :
Languages : en
Pages : 64
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Book Description
The Bulletin of the Atomic Scientists is the premier public resource on scientific and technological developments that impact global security. Founded by Manhattan Project Scientists, the Bulletin's iconic "Doomsday Clock" stimulates solutions for a safer world.
Author: Muneeb Ejaz
Publisher:
ISBN:
Category :
Languages : en
Pages :
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Book Description
Previous research on comparative advertising indicates how brands may use advertising to compare and contrast their own products and services with those of a competing brand, for the purpose of furthering their rivalry and winning over consumers. This research investigates the effect of change in advertising medium (i.e. Print and Online) on memory recall and purchase intentions for direct and indirect comparative advertisements. Although the direction of the means was as proposed, the results indicate that there was not enough evidence to claim that direct comparative advertisements will have a greater memory recall than indirect and noncomparative advertisements. Further analysis indicates that the effect of comparative advertisements on both types of mediums was similar. More specifically, memory recall was found to be similar for direct comparative advertisements and indirect comparative advertisements when viewed on print format in contrast to online format. This research further indicates that a higher memory recall does not lead to a greater purchase intention.
Author:
Publisher:
ISBN:
Category :
Languages : en
Pages : 56
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Book Description
The Bulletin of the Atomic Scientists is the premier public resource on scientific and technological developments that impact global security. Founded by Manhattan Project Scientists, the Bulletin's iconic "Doomsday Clock" stimulates solutions for a safer world.
