By Sabine Bacou?l-jentjens Anshu Saxena Arora

ISBN-10: 1137492260

ISBN-13: 9781137492265

ISBN-10: 1349504580

ISBN-13: 9781349504589

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Additional info for Advertising Confluence: Transitioning Marketing Communications into Social Movements

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The study was confined to alcoholic and automobile ads. There are several reasons for choosing these categories—all subjects were old enough to drink legally and responsibly, and they had a common preference for cars/automobiles. 0009 Creative Advertising Appeals  Street Journal, and People) were screened—the result was an initial set of 33 ads in three categories. First qualitative stage: Thirty-three ads/stimuli were presented to a jury of 15 students in order to judge the degree of humor, warmth, and eroticism of each stimulus.

1981). Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude? Journal of Marketing Research, 18, 318–332. , & Taylor C. R. (2010). S. and Japanese Consumers. Journal of International Marketing, 18(2), 20–34. Nevett T. (1992). Differences between American and British Television Advertising: Explanations and Implications. Journal of Advertising, 21(4), 61–71. , & Taylor C. (2010a). S. and Japanese Consumers. Journal of International Marketing, 18(2), 20–34. , & Taylor C.

Bush, Hair, & Bush, 1983; Laskey, Day, & Crask, 1989; Taylor, 1999) of traditional advertising media. Taylor (1999) defines message strategy as “a guiding approach to a company’s or institution’s promotional communication efforts for its products, its services, or itself ” (p. 7). Quite similar to the dichotomy of informational and transformational messages proposed by Wells (1980) and Laskey, Day, & Crask (1989), Taylor posits that advertising either (1) provides factual information about a product or brand or (2) associates the experience of a product or brand with a set of psychological attributes of consumers.

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Advertising Confluence: Transitioning Marketing Communications into Social Movements by Sabine Bacou?l-jentjens Anshu Saxena Arora


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