The Role and Effectiveness of Advertising Creative Strategy

The Role and Effectiveness of Advertising Creative Strategy
Author: Filippo Dall'Olio
Publsiher: Unknown
Total Pages: 135
Release: 2020
ISBN: 1928374650XXX
Category: Electronic Book
Language: EN, FR, DE, ES & NL

The Role and Effectiveness of Advertising Creative Strategy Book Excerpt:

"The core of this thesis comprises three chapters and investigates the nature and the effects of the advertising creative. In the first chapter, I propose a novel framework for evaluating advertising creative, Advertising Creative Strategy (ACS), that is comprehensive, parsimonious, and grounded in the marketing and advertising literature. This framework consists of two elements: The Function of the advertisement, that is what message the advertisement is conveying to consumers (i.e. its content), and the Form of the advertisement, that is the way the message is conveyed to consumers (i.e. its execution). The Function component is based on the notion that advertisements nudge consumers along three dimensions: experience, affect, and cognition (the EAC space). The Form component evaluates the executional complexity of the advertisement and assesses whether its executional elements are structured according to specific creative templates. In the second chapter, I empirically analyze the effect of ACS on consumers response to advertising, i.e. advertising elasticity. Results show that experiential and cognitive cues are the main drivers of advertising elasticity, and that advertisements structured according to creative templates fare better in high involvement product categories. The geometric interpretation of the EAC space also allows for the derivation of contemporaneous and dynamic synthetic measures of interaction among content dimensions. In the third chapter, I assess the way ACS affects the informative or persuasive nature of an advertisement. Results show that cognitive cues drive advertising informativeness, while persuasiveness stems from experiential cues and the structuring of executional elements according to creative templates. This latter result is of particular importance since advertising persuasiveness has been usually identified in the literature by elimination, i.e. by the absence of informative content"--

Measuring Advertising Effectiveness

Measuring Advertising Effectiveness
Author: William D. Wells
Publsiher: Psychology Press
Total Pages: 424
Release: 2014-03-05
ISBN: 1317779517
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Measuring Advertising Effectiveness Book Excerpt:

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.

Practice of Advertising

Practice of Advertising
Author: Adrian Mackay
Publsiher: Routledge
Total Pages: 400
Release: 2007-03-30
ISBN: 1136372466
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Practice of Advertising Book Excerpt:

The Practice of Advertising addresses key issues in the industry, presenting a comprehensive overview of its components. Clarity in both style and content has been ensured so that the information is easily accessible and terminology is suitable for the reader. Based on the successful and highly regarded text previously edited by Norman Hart, this fifth edition contains up-to-date examples to illustrate key points and support underlying principles. Topics addressed range from introducing the roles of advertiser and the advertising agency, through to more specialised areas of advertising such as recruitment and directory advertising. The specialist knowledge gained from the contributors provides a valuable insight for practitioners and students wishing to gain a solid grounding in the subject. By looking at the current situation as well as considering developments likely to occur in the future, the text demonstrates how best to implement existing methods as well as considering how improvements can be made.

The SAGE Encyclopedia of Quality and the Service Economy

The SAGE Encyclopedia of Quality and the Service Economy
Author: Su Mi Dahlgaard-Park
Publsiher: SAGE Publications
Total Pages: 1008
Release: 2015-05-29
ISBN: 1483346358
Category: Business & Economics
Language: EN, FR, DE, ES & NL

The SAGE Encyclopedia of Quality and the Service Economy Book Excerpt:

Society, globally, has entered into what might be called the “service economy.” Services now constitute the largest share of GDP in most countries and provide the major source of employment in both developed and developing countries. Services permeate all aspects of peoples’ lives and are becoming inseparable from most aspects of economic activity. “Quality management” has been a dominating managerial practice since World War II. With quality management initially associated with manufacturing industries, one might assume the relevance of quality management might decrease with the emergence of the service economy. To the contrary, the emergence of the service economy strengthened the importance of quality issues, which no longer are associated only with manufacturing industries but are increasingly applied in all service sectors, as well. Today, we talk not only about product or service quality but have even expanded the framework of quality to quality of life and quality of environment. Thus, quality and services have emerged in parallel as closely interrelated fields. The Encyclopedia of Quality and the Service Economy explores such relevant questions as: What are the characteristics, nature, and definitions of quality and services? How do we define quality of products, quality of services, or quality of life? How are services distinguished from goods? How do we measure various aspects of quality and services? How can products and service quality be managed most effectively and efficiently? What is the role of customers in creation of values? These questions and more are explored within the pages of this two-volume, A-to-Z reference work.

Integrated Marketing Communications

Integrated Marketing Communications
Author: Tony Yeshin
Publsiher: Routledge
Total Pages: 320
Release: 2012-05-23
ISBN: 1136395075
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Integrated Marketing Communications Book Excerpt:

Integrated Marketing Communications is a new text which will answer the key questions of what marketing communications is, how it works and why it is such a vital contemporary marketing function. It is a comprehensive and authoritative overview of this complex and rapidly evolving area. The author's long experience in the industry, and as a senior academic, ensures that the book is able to show how the communications process really works and how it can best be managed in a strategically and tactically cost effective manner. Throughout the book the framework of analysis, planning, implementation and control is used to help the student organize their approach to the complex decision making in the present communications environment. This is both an essential text and an indispensible reference resource and has been rigorously developed for undergraduates and postgraduates in Marketing and Business, and for the new CIM Certificate and Diploma exams in Business Communication, Promotional Practice and Marketing Communications.

Introduction to Advertising

Introduction to Advertising
Author: Emmanuel Mogaji
Publsiher: Routledge
Total Pages: 308
Release: 2021-05-30
ISBN: 1000384748
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Introduction to Advertising Book Excerpt:

This book is an introductory roadmap to the advertising process. Advertising is explored as a creative communication message from a brand, created by advertising agencies and distributed across different media to target the right consumers. The book provides an understanding of the benefits of advertising, its role in the economy and, even more so, acknowledges that advertisements are not only about selling but also about effectively communicating a message. The creative and conceptual approach towards the communication process is discussed, and insight is presented into the dynamics within the industry and the different stakeholders involved, while recognising how different creative elements in advertisements are consciously selected to make them appealing. Finally, it considers how to analyse and measure an advert’s effectiveness and looks ahead to future ideas and technologies arising in advertising. Effectively combining theory with practical insight, each chapter begins with learning objectives and ends with key learnings. International case studies feature throughout, including insights from British Gas, WPP, Audi and KFC, as well as other examples from smaller organisations and the non-profit sector. Taking students step by step through the advertising process, it is important reading for undergraduate and postgraduate students studying Advertising, Brand Management, Marketing Communications and Media Planning.

Advertising and Promotion

Advertising and Promotion
Author: Chris Hackley,Rungpaka Amy Hackley
Publsiher: SAGE
Total Pages: 424
Release: 2021-01-27
ISBN: 1529756146
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Advertising and Promotion Book Excerpt:

Now in its fifth edition, this popular textbook continues to provide a comprehensive insight into the world of advertising and promotional communications. Unique in its approach, the authors situate the key concepts of marketing communications from the perspective of advertising agencies and provide insight into what a career within an ad agency might be like. Their critical approach grounded in up-to-date research allows the reader to develop an interdisciplinary understanding of marketing and advertising, including business, socio-cultural, media studies and consumer culture theory perspectives. Along with striking full colour visual advertisements and illustrations, new examples and case studies, this fifth edition has been fully updated to include: Two brand new chapters on Social Media Advertising and Digital Advertising Commentary on how the COVID-19 pandemic has and will impact advertising The evolving role of advertising agencies in the post digital era Emerging forms of advertising and promotion, including the role of influencers

Business Essentials

Business Essentials
Author: BPP Learning Media
Publsiher: BPP Learning Media
Total Pages: 357
Release: 2010-11-01
ISBN: 0751791601
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Business Essentials Book Excerpt:

This book is designed to be of value to anyone who is studying marketing, whether as a subject in its own right or as a module forming part of any business-related degree or diploma.However, it provides complete coverage of the topics listed in the Edexcel Guidelines for Units 18 (Advertising and Promotion in Business) and 20 (Sales Planning and Operations), of the BTEC Higher Nationals in Business (revised 2010). The book contains these sections: * Advertising and Promotion * Sales Planning and OperationsFeatures include summary diagrams, worked examples and illustrations, activities, discussion topics, chapter summaries and quick quizzes, all presented in a user friendly format that helps to bring the subject to life.

The SAGE Handbook of Advertising

The SAGE Handbook of Advertising
Author: Gerard J Tellis,Tim Ambler
Publsiher: SAGE
Total Pages: 512
Release: 2007-10-24
ISBN: 147397156X
Category: Business & Economics
Language: EN, FR, DE, ES & NL

The SAGE Handbook of Advertising Book Excerpt:

'In this era of 'snackable' content which satisfies only in the moment, it's great to have a comprehensive Advertising Handbook which one can consult repeatedly. The references are comprehensive and the Handbook opens up many key areas for practitioners' - Hamish Pringle, Director General, IPA 'Finally, a Handbook of Advertising that brings the field up-to-date. I am impressed with its comprehensive coverage of topics and the distinguished specialists who have shared their key findings with us' - Philip Kotler, Kellogg School of Management 'When trying to make sense of the mystifying world of advertising, academics and practitioners often seem to inhabit separate universes. Not in this Handbook. For once, the best brains from each side genuinely collude – with constructive results. Wise agencies will read it before their clients do' - Sir Martin Sorrell, CEO, WPP 'This mighty tome brings together a vast range of views of advertising based on deep experience and scholarship. For practitioners and academics alike, it will be a voyage of discovery and enlightenment' - Lord (Maurice) Saatchi, Chairman, M&C Saatchi 'This magnificent volume captures all we need to know about how advertising works and its context' - Baroness (Peta) Buscombe, Director General, Advertising Association, London Advertising is a field that has attracted a great deal of academic attention, but to date there has been no summarising of the state of the art of research. This far reaching and scholarly Handbook is edited by two highly respected and trusted thinkers in the field and includes contributions from leading academics based in both the UK and the USA. Tim Ambler and Gerald J Tellis archive their aim of setting advertising and the theory that underpins it in its historical and societal context, show-casing the most significant advertising research questions of our time and pointing readers in the direction of future avenues for fruitful investigation. The SAGE Handbook of Advertising would be a welcome addition to any marketing academics bookshelf.

Advertising and Sales Promotion

Advertising and Sales Promotion
Author: Anonim
Publsiher: Nirali Prakashan
Total Pages: 135
Release: 1969
ISBN: 9788185790794
Category: Advertising
Language: EN, FR, DE, ES & NL

Advertising and Sales Promotion Book Excerpt:

Advertising Account Planning

Advertising Account Planning
Author: Larry Kelley,Donald W. Jugenheimer
Publsiher: Routledge
Total Pages: 262
Release: 2015-02-11
ISBN: 1317507428
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Advertising Account Planning Book Excerpt:

Concise yet comprehensive, this practical guide covers the critical role of the account planner in advertising. The new edition of Advertising Account Planning features several new topics as well as deeper content in existing areas based on feedback from students, instructors and practitioners.

PRINCIPLES OF INTERNATIONAL MARKETING PIM

PRINCIPLES OF INTERNATIONAL MARKETING  PIM
Author: Dr. P.Y. Mishra
Publsiher: Lulu.com
Total Pages: 135
Release: 2022
ISBN: 1387141619
Category: Electronic Book
Language: EN, FR, DE, ES & NL

PRINCIPLES OF INTERNATIONAL MARKETING PIM Book Excerpt:

Advances in Advertising Research X

Advances in Advertising Research X
Author: Enrique Bigne,Sara Rosengren
Publsiher: Springer Nature
Total Pages: 240
Release: 2019-10-05
ISBN: 3658248785
Category: Psychology
Language: EN, FR, DE, ES & NL

Advances in Advertising Research X Book Excerpt:

This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in brand communications with multiple touchpoints. It specifically relates to new insights into how profitability and customer engagement are affected by multiple and very diverse consumer touchpoints in an omni-connected world. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 17th International Conference in Advertising (ICORIA), which was held in Valencia (Spain) in June 2018. The conference gathered more than 180 participants from over 27 countries all over the world.

Attention Attitude and Affect in Response To Advertising

Attention  Attitude  and Affect in Response To Advertising
Author: Eddie M. Clark,Timothy C. Brock,David W. Stewart
Publsiher: Psychology Press
Total Pages: 344
Release: 2019-12-20
ISBN: 1317783379
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Attention Attitude and Affect in Response To Advertising Book Excerpt:

Linked from the days of their origins, psychology and advertising developed as independent disciplines at almost the same time in the late nineteenth century. Providing an important arena in which psychologists have tested methods and theories, advertising has been a stimulus for research and development in such diverse specialties as learning and behavioral decision theory, psychometrics, perception, and social and mathematical psychology. Psychology, in turn, has contributed a wide assortment of tools, theories, and techniques to the practice of advertising. These contributions have found their place in virtually all areas of advertising practice -- stimulating creativity, evaluating the creative product, and informing the scheduling of media. Purposely eclectic, this volume presents new issues in consumer psychology and advertising such as the relationship between gender differences, cortical organization and advertising; new approaches to old issues such as attention as an epiphenomenon, and meta-analysis of comparative advertising research; and new applications of consumer psychology to other fields such as examining health behavior as consumer behavior, affect and political advertising, and the relationship between advertising and eating disorders. This volume is the result of the Sixth Annual Advertising and Consumer Behavior Conference, which was designed to bring together researchers and practitioners from both psychology and advertising. Chapter contributions are made by professionals in advertising and marketing, professors in psychology and marketing departments, and psychologists who consult for advertising and marketing organizations. Thus, the chapters represent a microcosm of the type of interaction that has characterized the interface of psychology and advertising for more than a hundred years.

Financial Literacy and the Limits of Financial Decision Making

Financial Literacy and the Limits of Financial Decision Making
Author: Tina Harrison
Publsiher: Springer
Total Pages: 343
Release: 2016-09-20
ISBN: 3319308866
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Financial Literacy and the Limits of Financial Decision Making Book Excerpt:

This book presents selected papers on the factors that serve to influence an individual’s capacity in financial decision-making. Initial chapters provide an overview of the cognitive factors affecting financial decisions and suggest a link between limited cognitive capacity and the need for financial education. The book then expands on these cognitive limitations to explore the tendency for overconfidence in decision-making and the interplay between rational and irrational factors. Later contributions show how credit card companies benefit from limitations in consumer financial literacy, how gender and cognition intersect to play an important role in financial decision-making, and how to improve financial capacity through financial literacy and education campaigns, including those addressing developed marketplaces. This comprehensive collection of papers will be of value to all readers who seek to better understand the multi-factorial and complex nature of personal financial management in today’s economic climate.

Current Research on Gender Issues in Advertising

Current Research on Gender Issues in Advertising
Author: Yorgos Zotos,Stacy Grau,Charles R. Taylor
Publsiher: Routledge
Total Pages: 146
Release: 2020-10-12
ISBN: 1351213725
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Current Research on Gender Issues in Advertising Book Excerpt:

Gender stereotypes are general beliefs about sex-linked traits and roles, psychological characteristics, and behaviors, all of which contribute towards describing women and men. Gender role stereotyping in advertising has been a critical topic since the 1970s, and there is a long-lasting debate between advertisers and sociologists about the role and the social nature of advertising. Although changing role structures in the family and the labor force have brought significant variation in both male and female roles, it has been noted that there is a cultural lag in advertising, where men and women were, for a long period of time, depicted in more traditional roles. This book extends the research on gender stereotypes in advertising over the past 20 years, highlighting key themes such as attitude towards sex and nudity in advertising; women in decorative roles; the changing roles of women and men in advertising; and the viewpoints of those advertising professionals who design campaigns. This book was originally published as a special issue of the International Journal of Advertising.

Marketing Communications

Marketing Communications
Author: Patrick de Pelsmacker,Maggie Geuens,Joeri van den Bergh
Publsiher: Pearson Education
Total Pages: 610
Release: 2007
ISBN: 9780273706939
Category: Advertising
Language: EN, FR, DE, ES & NL

Marketing Communications Book Excerpt:

"This book is not only about advertising. Although advertising-related topics are thoroughly discussed, the book is comprehensive in that it covers all instruments of the marketing communications mix. The book has a consistent European focus, although research results and examples from other parts of the world are covered, the main focus is the application of marketing communications concepts in a European environment."--Publisher.

Effective Radio Advertising

Effective Radio Advertising
Author: Marc G. Weinberger,Leland Campbell,Beth Brody
Publsiher: Lexington Books
Total Pages: 174
Release: 1994
ISBN: 9780669250039
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Effective Radio Advertising Book Excerpt:

To learn more about Rowman & Littlefield titles please visit us at www.rowmanlittlefield.com.

Advertising Campaign Strategy A Guide to Marketing Communication Plans

Advertising Campaign Strategy  A Guide to Marketing Communication Plans
Author: Donald Parente,Kirsten Strausbaugh-Hutchinson
Publsiher: Cengage Learning
Total Pages: 432
Release: 2014-07-23
ISBN: 1305445120
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Advertising Campaign Strategy A Guide to Marketing Communication Plans Book Excerpt:

How do you orchestrate the next great advertising campaign? Find out with ADVERTISING CAMPAIGN STRATEGY: A GUIDE TO MARKETING COMMUNICATION PLANS. Inside you'll see step-by-step how to take a great idea through the complete advertising process. And because it's focused on campaigns, ADVERTISING CAMPAIGN STRATEGY: A GUIDE TO MARKETING COMMUNICATION PLANS is loaded with the tips you'll need to succeed in the class now and get your project chosen in the future. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.

Advertising Principles and Practice

Advertising  Principles and Practice
Author: Sandra Moriarty,Nancy D. Mitchell,William D. Wells,Robert Crawford,Linda Brennan,Ruth Spence-Stone
Publsiher: Pearson Australia
Total Pages: 577
Release: 2014-08-01
ISBN: 1486009050
Category: Business & Economics
Language: EN, FR, DE, ES & NL

Advertising Principles and Practice Book Excerpt:

The 3rd edition of Advertising: Principles and Practice is the only practical, applied guide to the real world of advertising in Australasia using award-winning examples of how and why great advertising is achieved. It features new coverage of advertising’s role within the integrated marketing communications (IMC). Moriarty explores the ever-changing media landscape and encourages readers to think about the ways in which advertising operates as part of a broader communication strategy. How do you define great advertising? How do you encourage creativity in advertising? How can interactive and digital media add value to advertising? These questions, and many more are comprehensively answered inside this Australian adaptation of the US text, Advertising & IMC: Principles and Practice by Moriarty, Mitchell and Wells.