New PDF release: Advertising Confluence: Transitioning Marketing

Advertising

By Sabine Bacou?l-jentjens Anshu Saxena Arora

ISBN-10: 1137492260

ISBN-13: 9781137492265

ISBN-10: 1349504580

ISBN-13: 9781349504589

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Additional resources for Advertising Confluence: Transitioning Marketing Communications into Social Movements

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0009  John Hudson and Anshu Saxena Arora Jolson M. (1986). Prospecting by Telephone Prenotification: An Application of the Foot-In-The-Door Technique. Journal of Personal Selling & Sales Management, 6(2), 39. , & Gentry L. (2007). Cultural Values in Arab and American Television Advertising. Journal of Current Issues and Research in Advertising, 29, 17. Lin C. (2001). Cultural Values Reflected in Chinese and American Television Advertising. Journal of Advertising, 30(4), 83–94. Mackenzie S. , & Lutz R.

Crask M. R. (1989). Typology of Main Message Strategies. Journal of Advertising, 18 (1), 36–41. -S. (2001). Message Strategy of American and Korean Television Commercial. Conference of the American Academy of Advertising. Villanova: Villanova University. Mackenzie S. , & Lutz R. J. (1989). An Empirical Examination of the Structural Antecedents of Attitude towards the Ad in an Advertising Pretesting Context. Journal of Marketing, 53, 48–65. McGuire W. (1969, July). An Information Procssing Model of Advertising Effectiveness.

Marketing literature suggests aesthetic attributes influence consumer behavior (Agarwal & Venkatesh, 2002; Chen & Wells, 1999; Stuart, Shim, & Engle, 1997). Often, however, consumers lack the ability to process the content delivered in advertising messages alone (Vakratsas & Ambler, 1999) as is the case with children. 2 Purposeful polysemy (Puntoni, Schroeder, & Ritson, 2010) messages influence reactions based on the elaboration (processing) of content. On a continuum of high to low, elaboration (EL) refers to the extent to which the message recipient can think through “issue-relevant” information contained in the message.

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


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