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Author: Emmanuel Mogaji
Publisher: Emerald Group Publishing
Published: 2018-05-01
Total Pages: 121
ISBN-13: 1787562999
DOWNLOAD EBOOKTaking into consideration the global financial crisis, the current challenges of competition and open banking, and the looming threat of Brexit, this book explores the implications of using emotional appeals in financial services advertising.
Author: Emmanuel Mogaji
Publisher: Emerald Group Publishing
Published: 2018-05-01
Total Pages: 121
ISBN-13: 1787563022
DOWNLOAD EBOOKTaking into consideration the global financial crisis, the current challenges of competition and open banking, and the looming threat of Brexit, this book explores the implications of using emotional appeals in financial services advertising.
Author: Nripendra P. Rana
Publisher: Springer Nature
Published: 2019-11-11
Total Pages: 337
ISBN-13: 3030243745
DOWNLOAD EBOOKThis book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Author: Gbadamosi, Ayantunji
Publisher: IGI Global
Published: 2019-01-11
Total Pages: 451
ISBN-13: 1522579079
DOWNLOAD EBOOKAs developing nations increase their consumption rate, their relevance in the global marketplace grows. Existing assumptions and postulations about consumer consumption in various societies are being displaced largely due to the dynamic nature of the market. However, research has not been adequately devoted to explore the developments in consumer behavior in developing nations, which has resulted in numerous unanswered questions. Exploring the Dynamics of Consumerism in Developing Nations provides vital research on consumer behavior in developing countries and changes in the socio-cultural dimensions of marketing. While highlighting topics such as celebrity influence, marketing malpractices, and the adoption of e-government, this publication is ideally designed for researchers, advanced-level students, policymakers, and managers.
Author: Emmanuel Mogaji
Publisher: Routledge
Published: 2021-05-30
Total Pages: 341
ISBN-13: 1000384748
DOWNLOAD EBOOKThis book is an introductory roadmap to the advertising process. Advertising is explored as a creative communication message from a brand, created by advertising agencies and distributed across different media to target the right consumers. The book provides an understanding of the benefits of advertising, its role in the economy and, even more so, acknowledges that advertisements are not only about selling but also about effectively communicating a message. The creative and conceptual approach towards the communication process is discussed, and insight is presented into the dynamics within the industry and the different stakeholders involved, while recognising how different creative elements in advertisements are consciously selected to make them appealing. Finally, it considers how to analyse and measure an advert’s effectiveness and looks ahead to future ideas and technologies arising in advertising. Effectively combining theory with practical insight, each chapter begins with learning objectives and ends with key learnings. International case studies feature throughout, including insights from British Gas, WPP, Audi and KFC, as well as other examples from smaller organisations and the non-profit sector. Taking students step by step through the advertising process, it is important reading for undergraduate and postgraduate students studying Advertising, Brand Management, Marketing Communications and Media Planning.
Author: Martin K.J. Waiguny
Publisher: Springer Nature
Published: 2021-09-01
Total Pages: 349
ISBN-13: 3658322012
DOWNLOAD EBOOKThis book provides insights into the inspiring and multifaceted field of advertising research, which is confronted with challenges regarding ad content and execution, media placement, as well as online and social media. Distinguishing between digital, classic, subtle and alternative advertising formats, renowned scholars from around the globe contribute state-of the-art research on these issues in 23 chapters. Advances in Advertising Research are published by European Advertising Academy (EAA). This volume is a compilation of research presented at the 18th International Conference in Advertising (ICORIA), which was held in Krems (Austria) in June 2019. The conference gathered around 150 participants from all over the world.
Author: Arron Banks
Publisher: Biteback Publishing
Published: 2016-10-31
Total Pages: 406
ISBN-13: 1785901834
DOWNLOAD EBOOKFULLY UPDATED Arron Banks enjoyed a life of happy anonymity flogging car insurance in Bristol until he dipped his toes into the sharkinfested waters of politics and decided to plunge right in. Charging into battle for Brexit, he tore up the political rule book, sinking £8 million of his personal fortune into a mad-cap campaign targeting ordinary voters up and down the country. His anti-establishment crusade upset everyone from Victoria Beckham to NASA and left MPs open-mouthed. Lurching from comedy to crisis (often several times a day), he found himself in the glare of the media spotlight, fending off daily bollockings from Nigel Farage and po-faced MPs. From talking Brexit with Trump and trying not to embarrass the Queen, to courting communists and wasting a fortune on a pop concert that descended into farce, this is his honest, uncensored and highly entertaining diary of the campaign that changed the course of history.
Author: Gerard J Tellis
Publisher: SAGE
Published: 2007-10-24
Total Pages: 513
ISBN-13: 1446265900
DOWNLOAD EBOOK′In this era of ′snackable′ content which satisfies only in the moment, it′s great to have a comprehensive Advertising Handbook which one can consult repeatedly. The references are comprehensive and the Handbook opens up many key areas for practitioners′ - Hamish Pringle, Director General, IPA ′Finally, a Handbook of Advertising that brings the field up-to-date. I am impressed with its comprehensive coverage of topics and the distinguished specialists who have shared their key findings with us′ - Philip Kotler, Kellogg School of Management ′When trying to make sense of the mystifying world of advertising, academics and practitioners often seem to inhabit separate universes. Not in this Handbook. For once, the best brains from each side genuinely collude – with constructive results. Wise agencies will read it before their clients do′ - Sir Martin Sorrell, CEO, WPP ′This mighty tome brings together a vast range of views of advertising based on deep experience and scholarship. For practitioners and academics alike, it will be a voyage of discovery and enlightenment′ - Lord (Maurice) Saatchi, Chairman, M&C Saatchi ′This magnificent volume captures all we need to know about how advertising works and its context′ - Baroness (Peta) Buscombe, Director General, Advertising Association, London Advertising is a field that has attracted a great deal of academic attention, but to date there has been no summarising of the state of the art of research. This far reaching and scholarly Handbook is edited by two highly respected and trusted thinkers in the field and includes contributions from leading academics based in both the UK and the USA. Tim Ambler and Gerald J Tellis archive their aim of setting advertising and the theory that underpins it in its historical and societal context, show-casing the most significant advertising research questions of our time and pointing readers in the direction of future avenues for fruitful investigation. The SAGE Handbook of Advertising would be a welcome addition to any marketing academics bookshelf.
Author: H. Kelly-Holmes
Publisher: Springer
Published: 2016-01-11
Total Pages: 221
ISBN-13: 0230503012
DOWNLOAD EBOOKAdvertising has traditionally communicated messages to consumers with strong local and national identities. However, increasingly, products, producers, advertising agencies and media are becoming internationalized. In the development of strategies that appeal to a large multinational consumer base, advertising language takes on new 'multilingual' features. The author explores the role of advertising language in this new globalized environment, from a communicative theory point of view, as well as from a close linguistic analysis of some major advertising campaigns within a multicultural and multilingual marketplace.
Author: Norbert Götz
Publisher: Cambridge University Press
Published: 2020-07-23
Total Pages: 371
ISBN-13: 1108493521
DOWNLOAD EBOOKA fresh look at two centuries of humanitarian history through a moral economy approach focusing on appeals, allocation, and accounting.
