Read e-book online Advertising Confluence: Transitioning Marketing PDF

By Sabine Bacou?l-jentjens Anshu Saxena Arora

ISBN-10: 1137492260

ISBN-13: 9781137492265

ISBN-10: 1349504580

ISBN-13: 9781349504589

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

Sample text

The category was put together with international ads that might have an impact on a different culture’s thoughts and feelings. First qualitative stage: The ads are presented to the students to see what the difference of opinion is for the male and female psyche. The breakdown would be between the two categories of polysemic ads: synchronic and diachronic. We wanted to introduce the students to both categories and see if there are different feelings provoked based on gender. The result of this stage was a collection of five polysemic ads.

Antecedents and Consequences of Attitude towards the Ad: A Meta-Analysis. Journal of Consumer Research, 19, 34–51. , & Menon G. (2010). The Power of Emotional Appeals in Advertising. Journal of Advertising Research, 50 (2), 169–180. , & Thaivanich P. (2001). What to Say When: Advertising Appeals in Evolving Markets. Journal of Marketing Research (JMR), 38 (4), 399–414. , & Hess J. (1995). Costs and Benefits of Hard-Sell. Journal of Marketing Research (JMR), 32(1), 97–102. , & Yang K. C. C. (2006).

The study was confined to polysemic ads. The category was put together with international ads that might have an impact on a different culture’s thoughts and feelings. First qualitative stage: The ads are presented to the students to see what the difference of opinion is for the male and female psyche. The breakdown would be between the two categories of polysemic ads: synchronic and diachronic. We wanted to introduce the students to both categories and see if there are different feelings provoked based on gender.

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


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