Advertising : types, trends and controversies / Evelyn P. Mann, editor.

Format:

Book

Contributor:

Mann, Evelyn P.

Series:

Advertising, media, marketing and consumer demands.

Advertising : media, marketing and consumer demands

Language:

English

Subjects (All):

Advertising.

Advertising--New products.

Consumer behavior.

Physical Description:

1 online resource (158 p.)

Edition:

1st ed.

Place of Publication:

New York : Nova Science Publishers, c2012.

Language Note:

English

Summary:

Presents research in the study of the types and trends of various advertising techniques. This book discusses topics that include the lipdub as a trend in corporate communications; interactive digital television (IDTV) advertising; differential effects of visual and verbal elements in advertisements for new brands and extensions; and, more.

Contents:

Intro

CONTENTS

PREFACE

HUMAN FACTORS DETERMINING CONSUMER RESPONSE TO RECOMMENDERS

ABSTRACT

RECOMMENDATIONS OVER TIME

RECOMMENDATIONS IN SPACE

DYNAMIC ENVIRONMENTS

ONLINE TRUST

PRIVACY

USEFULNESS VERSUS RISK

RECOMMENDERS AND PRIVACY

SOCIAL NETWORKING

CONSUMER PROTECTION

CONCLUSION

ACKNOWLEDGMENTS

REFERENCES

THE LIPDUB AS A TRENDY WAY OF CORPORATE COMMUNICATION: IMPLICATIONS FOR INSTITUTIONS

INTRODUCTION

1. SOME CONSIDERATIONS ON CORPORATE IMAGE

2. ELEMENTS AFFECTING CORPORATE IMAGE

3. TRENDS IN CORPORATE COMMUNICATION: THE LIPDUB

4. THE LIPDUB IMPLICATIONS FOR THE ORGANIZATION

5. A LIPDUB PERFORMANCE GUIDE

Main URL Consulted:

THE IMPACT OF CONGRUENCY AND TIME PRESSURE DURING SIMULTANEOUS EXPOSURE IN AN IDTV CONTEXT

CONCEPTUAL FRAMEWORK AND HYPOTHESES

METHOD

Procedure

Stimuli and Participants

Measures

R RESULTS

DIFFERENTIAL EFFECTS OF VISUAL AND VERBAL ELEMENTS IN ADVERTISEMENTS FOR NEW BRANDS AND EXTENSIONS

THEORETICAL BACKGROUND AND HYPOTHESES

The Moderating Role of Brand Strategy on Consumer Responses to Advertising Visuals

ADDED VALUE OF VERBAL INFORMATION FOR LINE EXTENSIONS VERSUS NEW BRANDS

DESIGN AND PARTICIPANTS

RESULTS

Manipulation Checks

MAIN RESULTS

CONCLUSIONS AND SUGGESTIONS FOR FURTHER RESEARCH

APPENDIX: STIMULUS EXAMPLES

BRIDGING THE GAP BETWEEN DREAM AND REALITY: STAKES AND ADVERTISING STRATEGIES

1. INTRODUCTION

2. MEANS END-CHAINS: A TOOL FOR ANALYSING THE CONSUMER MESSAGE: THE MEANS-END CHAIN MODEL AND METHOD OF ANALYSIS

2.1. The Means-End Chain Model.

2.2. The Method of Analysis

3. ANALYSIS AND RESULTS

3.1. Analysis

3.2. Data Collection

4. RESULTS

4.1. Primary Clustering (Entire Sample)

4.2. Secondary Clustering (Subset of 65 Individuals)

5. STRATEGICAL ISSUES: IDENTIFICATION OF CONSUMERS WITH RECONCILABLE PROCESSES

5.1. Brand Personality

5.2. Consumer Personality

5.3. Narcissism

5.4. Compliance

5.5. Aggressiveness

5.6. Analysis

5.7. Results

6. IDENTIFICATION OF THE PROCESS WHICH RECONCILES THE DREAM AND THE BOUGHT PRODUCT

7. DISCUSSION

APPENDIX 1

CHILDREN AND ADVERTISING: WHAT DO THEY THINK ABOUT ADVERTISEMENTS? HOW ARE THEY AFFECTED BY ADVERTISEMENTS?

METHODOLOGY

Sample

Evaluation and Analysis of the Data

FINDINGS AND DISCUSSION

General Information on Children

The Situation of Children's Watching Television

The Average Time Children Spend Everyday for Watching Television

The Situation of Children's Watching Television Advertisements

Types of Advertisements that Children Watch the Most

Elements in Advertisements Which Children Find Attractive

The Situation of Children Wanting to Possess the Goods and Services Seen on Advertisements

Reasons behind Children's wanting to Possess the Goods or Services Seen on Advertisements

The Situation of Children's Unnecessary Consumption Due to Advertisements

The Situation of whether Products and Services Carry the Characteristics Stated in Advertisements

Children's Views on Advertisements

Children's Views Concerning the Necessity of Advertisements

The Situation Whereby Children Tend to Choose Products or Services That Are More Used or More Liked Although They Are Not Different in Terms of Price or Quality

REFERENCES.

ALCOHOL ADVERTISING ON THE INTERNET: RISKS FOR UNDERAGE YOUTH

INDEX.

Notes:

Description based upon print version of record.

Includes bibliographical references and index.

ISBN:

1-62081-679-2

OCLC:

923665143