Elaboration Likelihood Model And Visual Marketing Communications
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Elaboration Likelihood Model And Visual Marketing Communications
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Author : Natalie Janetzko
language : en
Publisher:
Release Date : 2022-06-24
Elaboration Likelihood Model And Visual Marketing Communications written by Natalie Janetzko and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-06-24 with categories.
Bachelor Thesis from the year 2013 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,3, University of Frankfurt (Main), language: English, abstract: Based on the Elaboration Likelihood Model this thesis aims at consolidating diverse research approaches to give an extensive outline of the various ways how visual elements - especially images - can influence a person's attitude towards the issue of a marketing communication. They can be persuasive arguments communicating relevant information, serve as peripheral cues that cause affective responses, or influence the amount or direction of the cognitive processing of other elements in the marketing communication they are used in. As a major part of marketing communications, visual elements have received extensive attention in marketing research. Many studies were conducted concerning their attitudinal impact on viewers, yet the majority only focuses on a limited range of their possible functions. Some concentrate on their ability to communicate product information, while others examine their ability to attract the viewer's attention to other message components that yield relevant information. Depending on its respective role in a persuasion process, a visual element can influence attitudes in various manners, and the resulting attitudes also differ in their persistence and behavioral impact. Therefore, it is crucial for marketing managers to understand the situational (e.g. distraction) and personal factors (e.g. need for cognition) as well as the properties of a visual element (e.g. issue-relevance) that cause it to assume one of these three roles on one occasion while assuming another in response to the next exposure.
Media Effects
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Author : Jennings Bryant
language : en
Publisher: Routledge
Release Date : 2002-02
Media Effects written by Jennings Bryant and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002-02 with Language Arts & Disciplines categories.
This new edition updates and expands the scholarship of the 1st edition, examining media effects in
Strategic Integrated Marketing Communication
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Author : Larry Percy
language : en
Publisher: Routledge
Release Date : 2008
Strategic Integrated Marketing Communication written by Larry Percy and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008 with Business & Economics categories.
Integrated Marketing Communications is planning in a systematic way to determine the most effective and consistent message for appropriate target audiences. This comprehensive new textbook deals with all aspects of Integrated Marketing Communication from a strategic perspective.
The Psychology Of Entertainment Media
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Author : L. J. Shrum
language : en
Publisher: Taylor & Francis
Release Date : 2012-04-27
The Psychology Of Entertainment Media written by L. J. Shrum and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-04-27 with Psychology categories.
In this volume, psychologists and communication experts present theory on understanding and predicting how learning occurs through media consumption. As the impact of traditional advertising has declined over the last couple of decades, marketers have scrambled to find other ways to effectively communicate with consumers. Among other approaches, marketers have utilized various forms of product integration. Product integration is mixing a commercial message in with the non-commercial message via TV, movie, video, and other entertainment venues. This book will be of interest to students and researchers in psychology, marketing, communication, advertising, and consumer behavior.
Persuasion
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Author : Robert H Gass
language : en
Publisher: Routledge
Release Date : 2018-01-29
Persuasion written by Robert H Gass and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-01-29 with Language Arts & Disciplines categories.
Now in its sixth edition, Persuasion: Social Influence and Compliance Gaining continues to boast an accessible voice and vibrant aesthetic that appeals to undergraduate students of communication, psychology, advertising, and marketing. In addition to presenting established theories and models, this text encourages students to develop and apply general conclusions about persuasion in real-world settings. Along the way, students are introduced to the practice of social influence in an array of contexts (e.g., advertising, marketing, politics, interpersonal relationships, social media, groups) and across a variety of topics (e.g., credibility, personality, deception, motivational appeals, visual persuasion). The new edition features an expanded treatment of digital and social media, up-to-date research on theory and practice, and enhanced discussions of topics such as political campaigning, emotional marketing, olfactory influence, and ethics. Instructors can also use the book’s downloadable test bank, instructor’s manual, and PowerPoint slides in preparing course material.
Misleading Marketing Communication
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Author : Viktor Smith
language : en
Publisher: Springer Nature
Release Date : 2022-10-10
Misleading Marketing Communication written by Viktor Smith and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-10-10 with Business & Economics categories.
Using the case of food labelling, this book demonstrates that the line between fair and potentially misleading communication can be approached in empirical terms, supplementing the predominantly political and legal deliberations that determine how society deals with these issues. By first critically reviewing the legal conception of misleading commercial practices manifest in EU law, the authors discuss whether and how it can be transposed into empirically measurable terms. Presenting four complementary experimental studies targeting recurrent grey-zone scenarios on the Danish food market, the book illustrates the potential of the so-called ShopTrip test paradigm which simulates and registers real-life e-shopping behaviour as it unfolds while yielding new types of data against which opposing assessments of potential misleadingness can be matched. The results are discussed in the light of possible paths of theoretical explanation and implications for future regulative practices, including companies’ self-regulation.
The Concise Encyclopedia Of Communication
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Author : Wolfgang Donsbach
language : en
Publisher: John Wiley & Sons
Release Date : 2015-02-03
The Concise Encyclopedia Of Communication written by Wolfgang Donsbach 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 2015-02-03 with Social Science categories.
This concise volume presents key concepts and entries from the twelve-volume ICA International Encyclopedia of Communication (2008), condensing leading scholarship into a practical and valuable single volume. Based on the definitive twelve-volume IEC, this new concise edition presents key concepts and the most relevant headwords of communication science in an A-Z format in an up-to-date manner Jointly published with the International Communication Association (ICA), the leading academic association of the discipline in the world Represents the best and most up-to-date international research in this dynamic and interdisciplinary field Contributions come from hundreds of authors who represent excellence in their respective fields An affordable volume available in print or online
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.
The purpose of Creating Images and the Psychology of Marketing Communication is to advance the understanding of the concept of image as it is applied to various areas of interest. It 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. The text reflects the importance of brand leveraging as the sections cover in-depth discussion on cross-country and tourism images, corporate and sponsorship images, individual and celebrity images, and cultural and social images. It provides a comprehensive and holistic look at the concept of image: the topics range from theories of image creative to other image studies on a country, corporate, and individual level. The sections cover the major topics currently being debated in image marketing and the psychology of communications. Several new and innovative concepts are also introduced in the book. Creating Images and the Psychology of Marketing Communication is intended for academics and scholars (including students) in the interdisciplinary fields of consumer psychology, marketing, and communication.
Theories In Social Psychology
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Author : Derek Chadee
language : en
Publisher: John Wiley & Sons
Release Date : 2022-03-14
Theories In Social Psychology written by Derek Chadee 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 2022-03-14 with Psychology categories.
THEORIES IN SOCIAL PSYCHOLOGY Theories in Social Psychology develops a deeper, more robust understanding of the theoretical framework underlying the field. Providing rich insights into the central theories and perspectives that continue to shape the discipline, this edited volume brings together a panel of distinguished scholars to address thirteen social psychological theories relating to social cognition, social comparison, social reinforcement, and self. In-depth critical discussions examine topics including cognitive dissonance, reactance, attribution, social comparison, relative deprivation, equity, interdependency, social identity, and more. The expanded second edition fills a substantial gap in current literature by articulating the important psychological theories rather than placing emphasis on applied research. New and revised content helps students understand the construction and complexity of key theories while inspiring researchers of social behavior to reflect on their current work and consider future areas of investigation. This comprehensive resource: Identifies and discusses the theoretical perspectives and specific theories that form the foundation of the study of social psychology Features work from leading scholars including Bertram F. Malle, Paul R. Nail, Richard E. Petty, Thomas Mussweiler, Faye J. Crosby, and Miles Hewstone Helps students move from introductory concepts to multifaceted theoretical frameworks Theories in Social Psychology, Second Edition, remains the perfect textbook for academics and students wanting to study and discuss important social psychological perspectives and theories and attain a deeper understanding of the theoretical framework. “This book will be a very valuable tool for students and professionals alike who wish to learn theories in social psychology and the role they have played in the development of the discipline. It is comprehensive in its coverage and covers the theories in an objective and engaging way.” —Robert J. Sternberg, Professor, Department of Psychology, College of Human Ecology, Cornell University, Honorary Professor of Psychology, University of Heidelberg, Germany “In this wonderful new edition of compilation of theories, at the core of modern social psychology, presented to us by Derek Chadee, we are given a special gift that enriches scholars, teachers and students of psychology in social and general psychology. We are treated to a clear exposition of these theories some of the research and controversy that each has generated, and are given some guidelines to new paths for future exploration of their implications. My research career has benefitted from working in the domains of dissonance, attribution, and social comparison theories, but my teaching and textbook writing has relied on all of the theories and their concepts so elegantly orchestrated here.” —Phillip G. Zimbardo, Ph.D., Professor Emeritus, Stanford University
Proceedings Of The 19th International Symposium On Management Insyma 2022
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Author : Werner Ria Murhadi
language : en
Publisher: Springer Nature
Release Date : 2023-02-11
Proceedings Of The 19th International Symposium On Management Insyma 2022 written by Werner Ria Murhadi and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-02-11 with Business & Economics categories.
This is an open access book. The INSYMA 19 will be the first INSYMA to be held in a hybrid format; the offline event will be held in Bali, Indonesia. Bali is chosen as the location of the INSYMA because it is known as Indonesia’s most famous tourist destination, not only for domestic but also for foreign tourists. Both offline and online presenters are welcome to contribute to this year’s conference. This is an open access book.