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Author: Jacob Jacoby Publisher: Routledge ISBN: 1135433658 Category : Language Arts & Disciplines Languages : en Pages : 302
Book Description
First Published in 1987. To writers and visualizers, this study sets a range of expectations for comprehension and miscomprehension—pointing the finger of caution that even what seems the simplest of language can be misunderstood, but also calling forth their best efforts, because this benchmark study shows that some communications can be much more successful than others and there is usually room for improvement. To advertisers, the study says that perhaps we often take comprehension too much for granted, being satisfied when consumers respond with something in the general area of our message, rather than in the precise area of what is meant. To academicians, the study gives reliable reference points for thought and dialogue among themselves and the advertising and publishing communities. It underlines what intuitive editors and writers have always known but have not always practiced: that words and ideas are fragile—handle with care if you hope to deliver them intact from one mind to another.
Author: Jacob Jacoby Publisher: Routledge ISBN: 1135433658 Category : Language Arts & Disciplines Languages : en Pages : 302
Book Description
First Published in 1987. To writers and visualizers, this study sets a range of expectations for comprehension and miscomprehension—pointing the finger of caution that even what seems the simplest of language can be misunderstood, but also calling forth their best efforts, because this benchmark study shows that some communications can be much more successful than others and there is usually room for improvement. To advertisers, the study says that perhaps we often take comprehension too much for granted, being satisfied when consumers respond with something in the general area of our message, rather than in the precise area of what is meant. To academicians, the study gives reliable reference points for thought and dialogue among themselves and the advertising and publishing communities. It underlines what intuitive editors and writers have always known but have not always practiced: that words and ideas are fragile—handle with care if you hope to deliver them intact from one mind to another.
Author: Gerard Emilien Publisher: Springer ISBN: 3319505300 Category : Business & Economics Languages : en Pages : 596
Book Description
This book reflects the current thinking and research on how consumers’ perception of product risks and benefits affects their behavior. It provides the scientific, regulatory and industrial research community with a conceptual and methodological reference point for studies on consumer behavior and marketing. The contributions address various aspects of consumer psychology and behavior, risk perception and communication, marketing research strategies, as well as consumer product regulation. The book is divided into 4 parts: Product risks; Perception of product risks and benefits; Consumer behavior; Regulation and responsibility.
Author: J. Armstrong Publisher: Springer ISBN: 0230285805 Category : Business & Economics Languages : en Pages : 326
Book Description
Written by a leading authority, this book is a comprehensive and definitive guide to advertising that incorporates a vast amount of research and expert opinion. It draws upon the evidence to establish principles that can be applied to achieve successful and effective advertising and evaluates all of the relevant attributes and aspects of this.
Author: Avner Offer Publisher: Oxford University Press, USA ISBN: 9780198280026 Category : Philosophy Languages : en Pages : 320
Book Description
Is wealth the same as happiness? How is the quality of life to be evaluated, measured, and most importantly, achieved? The authors provide provocative and engaging answers to these questions in this new, multidisciplinary and pragmatic approach to an important area of social research. Taking the individual as the point of departure, the authors consider both objective circumstances and their subjective impact on people's lives. Prominent authors from an array of different academic disciplines discuss the quality of life as viewed from their distinctive perspectives: these include the psychology of subjective well-being, destitution and basic needs, the environment, women and the family, illness and health, employment and work, and the role of the state.
Author: Gerard J. Tellis Publisher: SAGE ISBN: 1452276749 Category : Business & Economics Languages : en Pages : 216
Book Description
Understanding Effective Advertising: How, When, and Why Advertising Works reviews and summarizes an extensive body of research on advertising effectiveness. In particular, it summarizes what we know today on when, how, and why advertising works. The primary focus of the book is on the instantaneous and carryover effects of advertising on consumer choice, sales, and market share. In addition, the book reviews research on the rich variety of ad appeals, and suggests which appeals work, and when, how, and why they work. The first comprehensive book on advertising effectiveness, Understanding Effective Advertising reviews over 50 years of research in the fields of advertising, marketing, consumer behavior, and psychology. It covers all aspects of advertising and its effect on sales, including sales elasticity, carryover effects, content effects, and effects of frequency. Author Gerard J. Tellis distills three decades of academic and professional experience into one volume that successfully dismisses many popular myths about advertising.
Author: Wayne D. Hoyer Publisher: Cengage AU ISBN: 0170362019 Category : Consumer behavior Languages : en Pages : 593
Book Description
Cutting edge and relevant to the local context, this first Australia and New Zealand edition of Hoyer, Consumer Behaviour, covers the latest research from the academic field of consumer behaviour. The text explores new examples of consumer behaviour using case studies, advertisements and brands from Australia and the Asia-Pacific region. The authors recognise the critical links to areas such as marketing, public policy and ethics, as well as covering the importance of online consumer behaviour with significant content on how social media and smartphones are changing the way marketers understand consumers. * Students grasp the big picture and see how the chapters and topics relate to each other by reviewing detailed concept maps * Marketing Implications boxes examine how theoretical concepts have been used in practice, and challenge students to think about how marketing decisions impact consumers * Considerations boxes require students to think deeply about technological, research, cultural and international factors to consider in relation to the contemporary consumer * Opening vignettes and end-of-chapter cases give students real-world insights into, and opportunities to analyse consumer behaviour, with extensive Australian and international examples providing issues in context
Author: Jacob Jacoby
Author: Jacob Jacoby
Author: Jacob Jacoby
Author: Jacob Jacoby
Author: Jacob Jacoby
Author: J. Jacoby
Author: Gerard Emilien
Author: J. Armstrong
Author: Avner Offer
Author: Gerard J. Tellis
Author: Wayne D. Hoyer