Developing Emotional Appeals in Internet Advertising Book PDF

Developing Emotional Appeals in Internet Advertising

  • Author : Manish Srivastava
  • Publisher : GRIN Verlag
  • Release Date : 2008-11-24
  • Genre : Social Science
  • Pages : 14
  • ISBN : 9783640217946

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Developing Emotional Appeals in Internet Advertising Book Description :

Research Paper (postgraduate) from the year 2008 in the subject South Asian Studies, South-Eastern Asian Studies, grade: A, , 9 entries in the bibliography, language: English, abstract: Online media and its increasing usage rate have changed the marketer’s world for targeting their consumers. Internet advertising has recaptured the imagination of marketers, who see an enormous potential to raise the profile of their brands through Internet vehicles. Companies are moving online across the spectrum of marketing activities, from building awareness to after-sales service, and they see online tools as an important and effective component of their marketing strategies. In the light of widespread use of Internet, the marketers & advertisers target their consumers by developing emotional bonding/ connection with them. Today, most of the Internet advertisements are created on the basis of emotional integration appeals. Currently, there exists are limited studies related to emotional connection and its formation. Therefore, the objective of this research paper is to provide an insight at the factors responsible for developing emotional appeal, and a means by which internet advertising can contribute to the formation of emotionally-charged consumer connection. The paper first describes the importance of Internet advertising in this digital economy and emotional message appeals used by the advertisers in the internet advertisements The second part explores contribution of each of the factors in the process of developing emotional connection with the audience and also Integration of these factors in developing emotional bonding with the viewers.

Developing Emotional Appeals in Internet Advertising Book PDF

Developing Emotional Appeals in Internet Advertising

  • Author : Manish Srivastava
  • Publisher : GRIN Verlag
  • Release Date : 2008
  • Genre : Uncategorized
  • Pages : 36
  • ISBN : 9783640218059

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Developing Emotional Appeals in Internet Advertising Book Description :

Research Paper from the year 2008 in the subject South Asian Studies, South-Eastern Asian Studies, grade: A, 9 entries in the bibliography, language: English, abstract: Online media and its increasing usage rate have changed the marketer's world for targeting their consumers. Internet advertising has recaptured the imagination of marketers, who see an enormous potential to raise the profile of their brands through Internet vehicles. Companies are moving online across the spectrum of marketing activities, from building awareness to after-sales service, and they see online tools as an important and effective component of their marketing strategies. In the light of widespread use of Internet, the marketers & advertisers target their consumers by developing emotional bonding/ connection with them. Today, most of the Internet advertisements are created on the basis of emotional integration appeals. Currently, there exists are limited studies related to emotional connection and its formation. Therefore, the objective of this research paper is to provide an insight at the factors responsible for developing emotional appeal, and a means by which internet advertising can contribute to the formation of emotionally-charged consumer connection. The paper first describes the importance of Internet advertising in this digital economy and emotional message appeals used by the advertisers in the internet advertisements The second part explores contribution of each of the factors in the process of developing emotional connection with the audience and also Integration of these factors in developing emotional bonding with the viewers.

Digital Advertising Book PDF

Digital Advertising

  • Author : Shelly Rodgers
  • Publisher : Routledge
  • Release Date : 2017-02-17
  • Genre : Business & Economics
  • Pages : 466
  • ISBN : 9781317225454

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Digital Advertising Book Description :

Digital Advertising offers a detailed and current overview of the field that draws on current research and practice by introducing key concepts, models, theories, evaluation practices, conflicts, and issues. With a balance of theory and practice, this book helps provide the tools to evaluate and understand the effects of digital advertising and promotions campaigns. New to this edition is discussion of big data analysis, privacy issues, and social media, as well as thought pieces by leading industry practitioners. This book is ideal for graduate and upper-level undergraduate students, as well as academics and practitioners.

Digital and Social Media Marketing Book PDF

Digital and Social Media Marketing

  • Author : Nripendra P. Rana
  • Publisher : Springer Nature
  • Release Date : 2019-11-11
  • Genre : Business & Economics
  • Pages : 339
  • ISBN : 9783030243746

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Digital and Social Media Marketing Book Description :

This 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.

Impact of e Commerce on Consumers and Small Firms Book PDF

Impact of e Commerce on Consumers and Small Firms

  • Author : Dr Colin Gray
  • Publisher : Ashgate Publishing, Ltd.
  • Release Date : 2012-10-01
  • Genre : Business & Economics
  • Pages : 280
  • ISBN : 9781409462866

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Impact of e Commerce on Consumers and Small Firms Book Description :

The change from old to new technologies has fundamentally changed the relationship between the consumer and the firm. This book is at the frontier of behavioural research into how these new commercial realities are borne out in practice, examining the adoption of e-commerce by small firms and the transactional phenomenon that entails access to the Internet. In analyzing the process of e-commerce adoption and why e-commerce actors behave as they do, its coverage includes the adoption of information and communication technologies (ICT) by small firms; the use of ICT applications to support marketing and sales transactions; and the factors that influence consumers' online purchasing decisions.

International Marketing Book PDF

International Marketing

  • Author : Rajagopal
  • Publisher : Vikas Publishing House
  • Release Date : 2009-11-01
  • Genre : Uncategorized
  • Pages : 533
  • ISBN : 9788125918561

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International Marketing Book Description :

The Book Caters To Undergraduate And Graduate Students In Management Schools In India And Most Asian And Latin American Universities For Core Or Elective Paper, And Will Also Prove Useful To Them As Practising Managers Since It Develops New Concepts Deriv

Digital Marketing Book PDF

Digital Marketing

  • Author : Annmarie Hanlon
  • Publisher : SAGE
  • Release Date : 2019-01-21
  • Genre : Business & Economics
  • Pages : 416
  • ISBN : 9781526454904

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Digital Marketing Book Description :

An unbiased approach to the latest digital marketing models, offering students and practitioners a range of tools to implement in their digital marketing planning and strategy. Covering all aspects of digital marketing planning, and the latest digital marketing models, the book aims to provide a roadmap for a digital marketing journey. As such, its structure maps against the development of a digital marketing plan and concludes with a ready-made digital marketing plan template to download and adapt. In addition to this, the content is supported by case examples from real-world organizations, and a number of features throughout the chapters: Smartphone sixty seconds features in every chapter, to evaluate influencers in relation to the topic covered. Digital tool boxes introduce professional tools (for example how Google shares its aggregate data to inform marketers about shopping insights, trends and benchmarks Ethical insights provide a reflective and challenging look at social issues and the negative sides to marketing. The book is complemented by online resources for both instructors and students, these include PowerPoint slides, an instructor’s guide, exercises and activities relating to each chapter, digital marketing planning documents, digital marketing model templates, quizzes, annotated recommended video links, links to free online tools and SAGE journal article recommendations. Suitable for digital and e-marketing courses on marketing and advertising degrees as well as professional courses for anyone interested in gaining a holistic understanding of digital marketing.

Advertising  Principles and Practice Book PDF

Advertising Principles and Practice

  • Author : Sandra Moriarty
  • Publisher : Pearson Australia
  • Release Date : 2014-08-01
  • Genre : Business & Economics
  • Pages : 577
  • ISBN : 9781486009053

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Advertising Principles and Practice Book Description :

The 3rd edition of Advertising: Principles and Practice is the only practical, applied guide to the real world of advertising in Australasia using award-winning examples of how and why great advertising is achieved. It features new coverage of advertising’s role within the integrated marketing communications (IMC). Moriarty explores the ever-changing media landscape and encourages readers to think about the ways in which advertising operates as part of a broader communication strategy. How do you define great advertising? How do you encourage creativity in advertising? How can interactive and digital media add value to advertising? These questions, and many more are comprehensively answered inside this Australian adaptation of the US text, Advertising & IMC: Principles and Practice by Moriarty, Mitchell and Wells.

Personalized Digital Advertising Book PDF

Personalized Digital Advertising

  • Author : Diaz Nesamoney
  • Publisher : FT Press
  • Release Date : 2015-03-31
  • Genre : Business & Economics
  • Pages : 240
  • ISBN : 9780134031071

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Personalized Digital Advertising Book Description :

This is the first plain-English, 100% practical guide to supercharged digital advertising personalization: what's here, what's next, and how to make the most of it! Digital advertising and marketing are undergoing a massive, data-driven transformation: practically everything you thought you knew about them is obsolete. In Personalized Digital Advertising: How Data and Technology Are Transforming How We Market, pioneering entrepreneur Diaz Nesamoney demystifies the newest technologies, showing non-technical marketers how to use them to precisely target every message to every individual. First, Nesamoney explores the current state of digital advertising, reviewing best practices for maximizing personalization through long-familiar data and targeting technologies. Next, he introduces powerful recent innovations, presenting new best practices for deepening and extending personalization with: New data management platforms Advanced solutions for offline, mobile, and location data Powerful new ad production and serving technologies Nesamoney then previews emerging disruptive technologies and personalization approaches, from social data to new techniques for anticipating user intent. He concludes by introducing the Digital Advertising Technology Stack: a visual schematic showing how multiple products and technologies come together to radically improve advertising personalization and performance. Personalized Digital Advertising will be an indispensable resource for wide audiences of CMOs and marketing professionals, brand managers, media and creative directors, creative team members, and all students of digital advertising and marketing.

EBOOK  Principles of Services Marketing Book PDF

EBOOK Principles of Services Marketing

  • Author : Adrian Palmer
  • Publisher : McGraw Hill
  • Release Date : 2013-01-16
  • Genre : Business & Economics
  • Pages : 231
  • ISBN : 9780077152376

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EBOOK Principles of Services Marketing Book Description :

Now in its seventh edition, Principles of Services Marketing has been revised and updated throughout toreflect the most recent developments in this fast-moving and exciting sector. With a stronger emphasis onemerging and global economies, it’s been restructured to give clearer focus on key issues of efficiency,accessibility and customer experience. This authoritative text develops an indispensable framework forunderstanding services, their effective marketing and how this drives value creation. Key Features •Opening vignettes introduce a chapter’s key themes with short examples that present topics in familiar, everyday scenarios students can relate to •Longer case studies feature well-known companies and provide an opportunity to analyse real-life scenarios and apply understanding •‘In Practice’ vignettes drawn from services organizations from around the world and how services are delivered and experienced by customers •‘Thinking Around the Subject’ boxes examine the operational challenges of putting theory in to practice •‘Summary & links to other chapters’ reinforce the main topics covered and how they fit within the wider context of services marketing to improve overall understanding of the subject •Expanded coverage of key topics such as service dominant logic, servicescapes and the use of social media explore the latest theory and practice •Reflects the importance of marketing for public services and not-for-profit organizations •Includes new chapters on service systems and the experiential aspects of service consumption.

Handbook of Research on Digital Media and Advertising  User Generated Content Consumption Book PDF

Handbook of Research on Digital Media and Advertising User Generated Content Consumption

  • Author : Eastin, Matthew S.
  • Publisher : IGI Global
  • Release Date : 2010-07-31
  • Genre : Business & Economics
  • Pages : 768
  • ISBN : 9781605667935

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Handbook of Research on Digital Media and Advertising User Generated Content Consumption Book Description :

"This book bridges the gap between professional and academic perceptions of advertising in new media environments, defining the evolution of consumerism within the context of media change and establishing the practical issues related to consumer power shifts from supplier to user"--Provided by publisher.

Ethics and Decision Making for Sustainable Business Practices Book PDF

Ethics and Decision Making for Sustainable Business Practices

  • Author : Oncioiu, Ionica
  • Publisher : IGI Global
  • Release Date : 2017-12-15
  • Genre : Business & Economics
  • Pages : 308
  • ISBN : 9781522537748

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Ethics and Decision Making for Sustainable Business Practices Book Description :

Alongside increasing demands for transparency and accountability, business governance is transforming due to decades of economic turmoil, regulatory reform, and technological change. There is now a holistic approach to this concept, as it is no longer just about running companies and organization efficiently. Ethics and Decision-Making for Sustainable Business Practices is a critical scholarly resource that examines issues of sustainability, ethics, governance, and cultural influence in the business world. Featuring coverage on a broad range of topics such as entrepreneurship, cost management, environmental business, and cultural diversity, this book is geared towards managers, leaders, researchers, and organizations interested in the integration of sustainable business practices.

Media Selling Book PDF

Media Selling

  • Author : Charles Warner
  • Publisher : John Wiley & Sons
  • Release Date : 2009-05-04
  • Genre : Social Science
  • Pages : 616
  • ISBN : 9781405158398

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Media Selling Book Description :

This newly revised and updated edition of Media Selling addresses the significant changes that have taken place in media industries over the last few years, while continuing as a seminal resource for information on media sales. A classic in this field, this book has long served students and professionals in broadcasting and media industries as an indispensable tool for learning, training, and mastering sales techniques for electronic media Addresses the unprecedented consolidation and sweeping change faced by media industries in recent years, and now features greatly expanded coverage of the Internet, including video streaming and the impact of social network sites Covers a broad span of media industries and issues, including: electronic media, newspapers, magazines, outdoor/billboard promotion, sales ethics, emotional intelligence, and interactive media selling Fully updated to include much greater focus on national and international media sales issues, as well as expanded coverage of network-level selling, product placement, sales promotion use of market data

Political Campaign Communication Book PDF

Political Campaign Communication

  • Author : Judith S. Trent
  • Publisher : Rowman & Littlefield
  • Release Date : 2008
  • Genre : Language Arts & Disciplines
  • Pages : 436
  • ISBN : 0742553035

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Political Campaign Communication Book Description :

Now in its sixth edition, Political Campaign Communication provides a realistic understanding of the strategic and tactical communication choices candidates and their staffs must make as they wage an election campaign. Trent and Friedenberg's classic text has been updated throughout to reflect recent election campaigns, including 2004 and 2006 as well as the early stages of 2008. A new chapter focuses on the use of the Internet. Political Campaign Communication continues to be a classroom favorite—a thoroughly researched, insightful, and reader-friendly text.

Introduction to Advertising Book PDF

Introduction to Advertising

  • Author : Emmanuel Mogaji
  • Publisher : Routledge
  • Release Date : 2021-05-30
  • Genre : Business & Economics
  • Pages : 308
  • ISBN : 9781000384741

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Introduction to Advertising Book Description :

This 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.

Driving Innovation and Business Success in the Digital Economy Book PDF

Driving Innovation and Business Success in the Digital Economy

  • Author : Oncioiu, Ionica
  • Publisher : IGI Global
  • Release Date : 2016-12-12
  • Genre : Computers
  • Pages : 321
  • ISBN : 9781522517801

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Driving Innovation and Business Success in the Digital Economy Book Description :

Advancements in the digital world are bringing about rapid waves of change in organizational management. As such, it is increasingly imperative to discover ways for businesses to adapt to changes in the markets and seize various digital market opportunities. Driving Innovation and Business Success in the Digital Economy is an essential reference source for the latest research on the impact of digital computing and emerging technological innovations in the realm of business success. Featuring extensive coverage across a range of relevant perspectives and topics, such as IT outsourcing, sustainable development and online advertising, this publication is ideally designed for researchers, professionals and students seeking current research on the complex scope of the new economy.

A Reader in Marketing Communications Book PDF

A Reader in Marketing Communications

  • Author : Philip Kitchen
  • Publisher : Routledge
  • Release Date : 2020-08-26
  • Genre : Business & Economics
  • Pages : 292
  • ISBN : 9781000143263

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A Reader in Marketing Communications Book Description :

Combining seminal papers on marketing communications with incisive commentary and overviews from the editors, case studies and student question and answer sections, this text provides a uniquely global perspective on this topical subject. It can be used as a supplement to textbooks on marketing communications, or as an excellent stand-alone text to give greater instruction and insight into key elements of the twenty-first century promotional mix. Providing a one-stop reference for all those studying marketing communications, this reader tackles the subject from an international perspective. Each chapter is introduced by one of the four editors, each editor being from a different core geographic area – the USA, the Pacific Rim, mainland Europe, and the UK. At the end of each paper questions are posed to test the student readers. Academically rigorous, this essential book contributed to by recognized experts will be a valuable reference for undergraduates and graduates of marketing, communications, business and management.

Political Campaign Communication Book PDF

Political Campaign Communication

  • Author : Robert E. Denton, Jr.
  • Publisher : Rowman & Littlefield
  • Release Date : 2019-07-19
  • Genre : Language Arts & Disciplines
  • Pages : 416
  • ISBN : 9781538112618

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Political Campaign Communication Book Description :

Political Campaign Communication, Ninth Edition uses a speech-communication perspective to examine how elective politics contributes to our knowledge and understanding of the electoral process. This book explains how principles and practices central to election campaigns affect America’s electoral history.

MICOSS 2020 Book PDF

MICOSS 2020

  • Author : Suraya
  • Publisher : European Alliance for Innovation
  • Release Date : 2021-05-06
  • Genre : Social Science
  • Pages : 675
  • ISBN : 9781631903045

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MICOSS 2020 Book Description :

Mercu Buana International Conference on Social Sciences aims to bring academic scientists, research scholars and practitioners to exchange and share their experiences and research results on all aspects of Social Sciences. It also provides a premier interdisciplinary platform for researchers, educators and practitioners to present and discuss the most recent innovations, trends, and concerns as well as practical challenges encountered and solutions adopted in the fields of Social Science Society 5.0. This international conference event was held on September 28-29, 2020 virtually.

Marketing and Consumer Behavior  Concepts  Methodologies  Tools  and Applications Book PDF

Marketing and Consumer Behavior Concepts Methodologies Tools and Applications

  • Author : Management Association, Information Resources
  • Publisher : IGI Global
  • Release Date : 2014-12-31
  • Genre : Business & Economics
  • Pages : 2214
  • ISBN : 9781466673588

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Marketing and Consumer Behavior Concepts Methodologies Tools and Applications Book Description :

As marketing professionals look for ever more effective ways to promote their goods and services to customers, a thorough understanding of customer needs and the ability to predict a target audience’s reaction to advertising campaigns is essential. Marketing and Consumer Behavior: Concepts, Methodologies, Tools, and Applications explores cutting-edge advancements in marketing strategies as well as the development and design considerations integral to the successful analysis of consumer trends. Including both in-depth case studies and theoretical discussions, this comprehensive four-volume reference is a necessary resource for business leaders and marketing managers, students and educators, and advertisers looking to expand the reach of their target market.