Creating Images And The Psychology Of Marketing Communication
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Creating Images And The Psychology Of Marketing Communication
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Author : Lynn R. Kahle
language : en
Publisher: Psychology Press
Release Date : 2006-08-15
Creating Images And The Psychology Of Marketing Communication written by Lynn R. Kahle and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006-08-15 with Business & Economics categories.
Aims to advance the understanding of the concept of image as it is applied to various areas of interest. This book also serves to meet the growing interest in image-related studies by the public and academics, and provides an innovative and holistic approach to the study of image.
Psycholinguistic Phenomena In Marketing Communications
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Author : Tina M. Lowrey
language : en
Publisher: Psychology Press
Release Date : 2020-07-24
Psycholinguistic Phenomena In Marketing Communications written by Tina M. Lowrey and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-07-24 with Business & Economics categories.
The field of psycholinguistics and the application of psycholinguistic theory to advertising and marketing communication has become a topic of great prominence in the field of consumer behavior. Psycholinguistic Phenomena in Marketing Communications is the first book to address the growing research in this area. This timely volume combines research conducted by current scholars as it demonstrates diversity of the field in terms of relevant topics and methodological approaches. It examines brand names and their semantic and sound-based impact; sentence structure and research in marketing communication; advertising narratives evoking emotional responses; the effects of empathy response on advertising; and the role of language and images in creation of advertising. The book includes authors from a variety of fields, including mass communication, marketing, social psychology, linguistics, and neuropsychology. A range of perspectives is discussed, from qualitative text analysis to controlled psychological experimentation. Psycholinguistic Phenomena in Marketing Communications is intended for students and scholars in numerous disciplines, such as advertising, marketing, social psychology, sociology, and linguistics. It is also suitable for graduate courses in these disciplines.
Marketing Communications
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Author : Micael Dahlen
language : en
Publisher: John Wiley & Sons
Release Date : 2009-12-21
Marketing Communications written by Micael Dahlen and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-12-21 with Business & Economics categories.
Marketing Communications: A Brand Narrative Approach is a mainstream, student-driven text which gives prominence to the driving force of all Marketing Communications: the imperative of Branding. The book aims to engage students in an entertaining, informative way, setting the conceptual mechanics of Marketing Communications in a contemporary, dynamic context. It includes key current trends such as: Brand narrative approach - Cases such as Dove, Harley-Davidson, Nike and World of War Craft feature real-life, salient examples which are engaging for students and reflect the growth of co-authored brand ‘stories’ to help build and maintain brands by customer engagement through meaningful dialogues. Media neutral/multi-media approach - This text has a sound exploration of online and offline synergy combining one-message delivery and multi-media exposures, through examples of companies and political campaigns using ‘non-traditional’ media to reach groups not locking into ‘normal channels’. This brand new text features an impressive mixture of real-life brand case studies underpinned with recent academic research and market place dynamics. The format is structured into three sections covering analysis, planning and implementation and control of Marketing Communications. Using full colour examples of brands, and student-friendly diagrams, the book acknowledges that the modern student learns visually as well as through text. ***COMPANION WEBSITE - www.marketing-comms.com ***
Persuasive Imagery
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Author : Linda M. Scott
language : en
Publisher: Taylor & Francis
Release Date : 2003-04-02
Persuasive Imagery written by Linda M. Scott and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003-04-02 with Business & Economics categories.
This volume synthesizes and advances existing knowledge of consumer response to visuals. Representing an interdisciplinary perspective, contributors include scholars from the disciplines of communication, psychology, and marketing. The book begins with an overview section intended to situate the reader in the discourse. The overview describes the state of knowledge in both academic research and actual practice, and provides concrete sources for scholars to pursue. Written in a non-technical language, this volume is divided into four sections: Image and Response - illustrates the difficulty encountered even in investigating the basic influences, processes, and effects of "mere exposure" to imagery. Image and Word - presents instances in which the line between words and pictures is blurred, such as the corporate logo which is often pictorial in nature but communicates on an abstract level usually attributed to words. Image and the Ad - contributes to our appreciation for the exquisite variations among advertising texts and the resultant variability in response, not only to different ads but among different viewers of the same ad. Image and Object - carries the inquiry of visual response over the bridge toward object interaction. Having traveled a path that has gone from the precise working of the brain in processing visual stimuli all the way to the history of classical architecture, readers of this volume will have a new respect for the complexity of human visual response and the research that is trying to explain it. It will be of interest to those involved in consumer behavior, consumer psychology, advertising, marketing, and visual communication.
Communicating Sustainability For The Green Economy
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Author : Lynn R Kahle
language : en
Publisher: Routledge
Release Date : 2015-01-28
Communicating Sustainability For The Green Economy written by Lynn R Kahle and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-01-28 with Business & Economics categories.
With chapters written by experts in their field, this volume advances the understanding of theory and successful practice of marketing and promoting environmental sustainability. Some experts predict that the next big trend in business will involve the green economy. Yet, communicating sustainability to consumers provides a set of challenges for marketers that do not necessarily follow all the rules of other types of marketing communication. In many ways the concept of sustainability challenges the core ideals of promoting consumption. Accordingly, this book identifies for researchers and practitioners the barriers that keep customers from engaging in environmentally sustainable consumption and find ways to overcome those barriers. The book includes topics such corporate advertising strategy related to sustainability, corporate social responsibility advertising, greenwashing, advertising related to values, persuasion and persuasion knowledge in sustainability marketing, social media and sustainability, and advertising and public policy.
Sports Marketing And The Psychology Of Marketing Communication
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Author : Lynn R. Kahle
language : en
Publisher: Psychology Press
Release Date : 2004-04-12
Sports Marketing And The Psychology Of Marketing Communication written by Lynn R. Kahle and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004-04-12 with Business & Economics categories.
Providing a different type of vehicle for communicating with consumers that does not necessarily follow all of the rules of other types of marketing communication, sports marketing is one of the fastest growing areas of marketing communication. The purpose of this book is to advance understanding in this area.
The Psychology Of Design
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Author : Rajeev Batra
language : en
Publisher: Routledge
Release Date : 2015-07-24
The Psychology Of Design written by Rajeev Batra and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-07-24 with Business & Economics categories.
Design plays an increasingly larger role today in creating consumer desire for products and liking for commercial messages. However, the psychological processes involved are only partially understood. In addition, design is inherently interdisciplinary, involving (among others) important elements of aesthetics, anthropology, brand strategy, creativity, design science, engineering, graphic design, industrial design, marketing, material science, product design, and several areas within psychology. While researchers and practitioners in all of these fields seek to learn more about how and why "good" design works its magic, they may benefit from each other’s work. The chapters in this edited book bring together organizing frameworks and reviews of the relevant literatures from many of these contributing disciplines, along with recent empirical work. They cover relevant areas such as embodied cognition, processing fluency, experiential marketing, sensory marketing, visual aesthetics, and other research streams related to the impact of design on consumers. Importantly, the primary focus of these chapters is not on product design that creates functional value for the targeted consumer, but rather on how design can create the kind of emotional, experiential, hedonic, and sensory appeal that results in attracting consumers. Each chapter concludes with Implications for a theory of design as well as for designers.
Neuroscience And The Economics Of Decision Making
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Author : Alessandro Innocenti
language : en
Publisher: Routledge
Release Date : 2013-06-19
Neuroscience And The Economics Of Decision Making written by Alessandro Innocenti and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-06-19 with Business & Economics categories.
In the last two decades there has been a flourishing research carried out jointly by economists, psychologists and neuroscientists. This meltdown of competences has lead towards original approaches to investigate the mental and cognitive mechanisms involved in the way the economic agent collects, processes and uses information to make choices. This research field involves a new kind of scientist, trained in different disciplines, familiar in managing experimental data, and with the mathematical foundations of decision making. The ultimate goal of this research is to open the black-box to understandthe behavioural and neural processes through which humans set preferences and translate these behaviours into optimal choices. This volume intends to bring forward new results and fresh insights into this matter.
Handbook Of Consumer Psychology
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Author : Curtis P. Haugtvedt
language : en
Publisher: Psychology Press
Release Date : 2018-12-07
Handbook Of Consumer Psychology written by Curtis P. Haugtvedt and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-12-07 with Psychology categories.
This Handbook contains a unique collection of chapters written by the world's leading researchers in the dynamic field of consumer psychology. Although these researchers are housed in different academic departments (ie. marketing, psychology, advertising, communications) all have the common goal of attaining a better scientific understanding of cognitive, affective, and behavioral responses to products and services, the marketing of these products and services, and societal and ethical concerns associated with marketing processes. Consumer psychology is a discipline at the interface of marketing, advertising and psychology. The research in this area focuses on fundamental psychological processes as well as on issues associated with the use of theoretical principles in applied contexts. The Handbook presents state-of-the-art research as well as providing a place for authors to put forward suggestions for future research and practice. The Handbook is most appropriate for graduate level courses in marketing, psychology, communications, consumer behavior and advertising.
New Perspectives In Luxury Branding
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Author : Emerald Group Publishing Limited
language : en
Publisher: Emerald Group Publishing
Release Date : 2015-10-29
New Perspectives In Luxury Branding written by Emerald Group Publishing Limited and has been published by Emerald Group Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-10-29 with Business & Economics categories.
This collection of key articles offers insights across a range of sectors. Some of the things the book will explain include: - The influence of social media on the building of luxury brands - The effect of the consumption of counterfeit luxury goods on identity - The value of brand extension as a strategy in regards to luxury fashion brands