Essays In Advertising Messages Mass Media And Product Positioning
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Essays In Advertising Messages Mass Media And Product Positioning
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Author : Jun Bum Kwon
language : en
Publisher:
Release Date : 2017
Essays In Advertising Messages Mass Media And Product Positioning written by Jun Bum Kwon and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017 with categories.
In my dissertation, I apply emerging big data methodologies to measure the effects of advertising content and detect potential product segments. First, I explore whether advertising messages can change the topics reported in mass media. Specifically, I examine whether Dove's real beauty campaign increased the incidence of real-beauty-related topics in newspapers. Using a topic model, I segment beauty-related topics and identify topics related to real beauty. The number of sentences labeled as real beauty topics increases during the campaign. While the Dove campaign's significant impact on real beauty topics around the time of the campaign holds even in newspapers without Unilever ads, the impact is larger in newspapers containing Unilever ads. Overall, this evidence is consistent with both a mass media's public service role and an advertiser pressure influencing mass media content. In my next study, joint work with Avi Goldfarb and Trevor Snider, I introduce a method for identifying potentially related products using topological data analysis (TDA). From both simulated and real consumer purchase data, I show that "loopy segments" in TDA can connect regionally separated local products through national products, while standard clustering methods such as hierarchical clustering cannot. Lastly, I test whether comparative advertising reposition rival brands closer together. Using Google Trends' aggregate consumer search data, I analyze Samsung's U.S. television comparative advertising campaign against Apple's iPhone. I count co-occurrence of searches for brand pairs (e.g. Samsung Apple) and their brand-product attributes (e.g. Samsung screen, Apple Screen), to respectively map brand and product space. I find that advertised rival brands become closer together in both brand and product spaces but not significant in product space. My results suggest that a lower share brand may benefit from comparative advertising against a market leader by forcing itself to be more considered alongside a market leader when consumers search brands.
Handbook Of Product Placement In The Mass Media
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Author : Mary-Lou Galician
language : en
Publisher: Routledge
Release Date : 2004-05-28
Handbook Of Product Placement In The Mass Media written by Mary-Lou Galician and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004-05-28 with Business & Economics categories.
Leading experts present cutting-edge ideas and current research on product placement! The Handbook of Product Placement in the Mass Media: New Strategies in Marketing Theory, Practice, Trends, and Ethics is the first serious book in English to examine the wider contexts and varied texts of product placement, related media marketing strateg
Advertising Media Planning
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Author : Larry D. Kelley
language : en
Publisher: Routledge
Release Date : 2015-03-27
Advertising Media Planning written by Larry D. Kelley and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-03-27 with Business & Economics categories.
The planning and placement of advertising media is a multibillion dollar business that critically impacts advertising effectiveness. The new edition of this acclaimed and widely adopted text offers practical guidance for those who practice media planning on a daily basis, as well as those who must ultimately approve strategic media decisions. Full of current brand examples, the book is a "must-read" for all who will be involved in the media decision process on both the agency and client side. Its easy-to-read style and logical format make it ideal for classroom adoption, and students will benefit from the down-to-earth approach, and real-world business examples. Several new chapters have been added to the fourth edition, including: International advertising Campaign evaluation The changing role of media planning in agencies, to give the reader a better grounding in the role of media in an advertising and marketing plan today Evaluating media vehicles, filled with up-to-date examples Search engine marketing, and a thorough revision of the chapter on online display advertising to address the increased emphasis on digital media Gaming, and many new examples of the latest digital media with an emphasis on social media, and a new framework for analyzing current and future social media Increased coverage of communication planning Added focus on the importance of media strategy early on in the book Separate chapters for video and audio media (instead of lumping them together in broadcast). This creates a more in-depth discussion of radio in particular An online instructor's manual with PowerPoint slides and sample test questions is available to adopters.
Social Issue Of Advertising
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Author : Kara Chan
language : en
Publisher: City University of HK Press
Release Date : 2016-12-01
Social Issue Of Advertising written by Kara Chan and has been published by City University of HK Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-12-01 with categories.
Advertising is something which we are exposed to from a young age and which can affect us in many different ways. Centered around the question “Does advertising improve society?” this volume explores the impact and issues of advertising and questions its social responsibility, with a focus on Hong Kong society. The collection of essays offers a broad view of the interaction between society and advertising, from an introduction to semiotic studies, exploring the use of gender stereotypes to the employment of brand placement as a new form of product promotion. Written by professors of advertising with experience from both within the industry and from international research, this is a senior level textbook designed to augment any studies in advertising, marketing, public relations or media studies.
Social Communication In Advertising
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Author : William Leiss
language : en
Publisher: Routledge
Release Date : 2013-05-13
Social Communication In Advertising written by William Leiss and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-05-13 with Business & Economics categories.
Now available in a significantly updated third edition to address new issues such as the Internet and globalization, Social Communication in Advertising remains the most comprehensive historical study of advertising and its function within contemporary society. It traces advertising's influence within three key social domains: the new commodities industry, popular culture, and the mass media that manages the constellation of images that unifies all three. The third edition includes: * discussion of new technologies and issues, from the Internet to globalization * updated and expanded examples and illustrations * revisions throughout to address recent developments in advertising scholarship and the latest trends in advertising practice
Essays On The Influence Of Media
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Author : Michael Thomas
language : en
Publisher:
Release Date : 2017
Essays On The Influence Of Media written by Michael Thomas and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017 with categories.
CHAPTER 2: Many advertisements, such as national television ads, are purchased for large populations, preventing marketers from perfectly targeting all subsets of the population. Additionally, researchers increasingly have the data required to measure which populations have received too much or too little advertising. In this paper, I argue that, together, these events generate a natural experiment which can be used to obtain consistent estimates of the response to advertising. I present a formal model for exploiting this natural experiment and report the results of its application to multiple product categories. Estimates from this "coarseness" strategy are consistent with recent literature, suggesting many standard approaches to estimating the response to advertising may produce misleading results due to unobservables.
Critical Studies In Media Commercialism
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Author : Robin Andersen
language : en
Publisher: Oxford University Press, USA
Release Date : 2000
Critical Studies In Media Commercialism written by Robin Andersen and has been published by Oxford University Press, USA this book supported file pdf, txt, epub, kindle and other format this book has been release on 2000 with Business & Economics categories.
This collection of essays explores the trends, methods and consequences of media commercialism in the late 20th century. Each deals with a different aspect of contemporary commercial media culture, providing a comprehensive and insightful critique.
Handbook Of Product Placement In The Mass Media
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Author :
language : en
Publisher:
Release Date : 2004
Handbook Of Product Placement In The Mass Media written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with categories.
Advertising And Society
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Author : Carol J. Pardun
language : en
Publisher: Wiley-Blackwell
Release Date : 2009
Advertising And Society written by Carol J. Pardun and has been published by Wiley-Blackwell this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009 with Business & Economics categories.
Organized in a “point/counterpoint” format, this up-to-date text examines the impact of advertising on society. It is designed to spark discussion and help students understand the complexities of the issues being presented. Ideal for the undergraduate and graduate alike, it features a unique balance between criticism and practice that is rarely found on the market today. Organized in a unique, yet effective debate format designed to spark discussion -- even among audiences with little or no previous knowledge of the subject Each chapter begins with an overview of the history and central issues surrounding a topic, and concludes with a summary of the arguments presented Includes suggestions for further research, questions for discussion, paper topics, and a bibliography of additional readings Offers an industry-based prospective, as opposed to a solely critical one Written in an accessible style that lends substantial clarity to complex issues
Essays On Product Placement
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Author : Deepa Anil Pillai
language : en
Publisher:
Release Date : 2011
Essays On Product Placement written by Deepa Anil Pillai and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011 with categories.
"Product Placement" or "Brand Placement" is the paid inclusion of branded products or brand identifiers, through audio and/or visual means, within entertainment media. This dissertation is a collection of three essays that investigate factors affecting the effectiveness of product placements. The first essay focuses on two measures of product placement effectiveness - audience recall and attitudes toward the placement. Extant empirical studies that address the antecedents of these constructs were integrated through a meta-analysis. Essay 2 focuses on the effect of repetition of placements of the same brand within a single television program and essay 3 addresses "Need for Cognition", an individual level variable that was found to affect audience response toward the brand placed. Data were collected through an online survey and analyzed using structural equation modeling. Limitations of the studies, the relevance of the findings to marketing practice, and the contribution to scholarly research are discussed.