The Resource Advertising confluence : transitioning marketing communications into social movements, edited by Anshu Saxena Arora and Sabine Bacouël-Jentjens

Advertising confluence : transitioning marketing communications into social movements, edited by Anshu Saxena Arora and Sabine Bacouël-Jentjens

Label
Advertising confluence : transitioning marketing communications into social movements
Title
Advertising confluence
Title remainder
transitioning marketing communications into social movements
Statement of responsibility
edited by Anshu Saxena Arora and Sabine Bacouël-Jentjens
Title variation
Transitioning marketing communications into social movements
Contributor
Editor
Subject
Genre
Language
eng
Summary
"Advertising Confluence offers a unique blend of both traditional and contemporary social media thinking about advertising and integrated brand promotions throughout the world. Dr. Arora Anshu and Dr. Sabine Bacouel-Jentjens bring together articles that analyze creative social advertising in the United States, France, and Tunisia and offer a wide spectrum of advertising confluence from both the developed and emerging world. Contributors focus on both empirical studies with partical application as well as examinations of theoretical and methodological developments in the field of advertising studies. In all, they examine the wide range of global and local advertising strategies, the depth of integrated marketing communications, and the future of social media"--Back cover
Member of
Cataloging source
CDX
Illustrations
illustrations
Index
index present
LC call number
HF5414
LC item number
.A38 2015
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/relatedWorkOrContributorName
  • Arora, Anshu Saxena
  • Bacouël-Jentjens, Sabine
Series statement
International marketing and management research
http://library.link/vocab/subjectName
  • Social marketing
  • Advertising
  • Branding (Marketing)
Label
Advertising confluence : transitioning marketing communications into social movements, edited by Anshu Saxena Arora and Sabine Bacouël-Jentjens
Instantiates
Publication
Bibliography note
Includes bibliographic references and index
Carrier category
volume
Carrier category code
nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
1. From lipophilia to lipophobia: the role of moral entrepreneurs / Anne-Sophie Bacouel and Sabine Bacouel-Jentjens -- 2. Creative advertising appeals on global cultural spectrum / John Hudson and Anshu Saxena Arora -- 3. Polysemy in advertising: a study of the effects of advertising messages on decision making / William Chasteen and Shalonda Bradford -- 4. Does the country of origin matter for cosmetics? The "made in France" argument / Manon Rebufet, Leila Loussaief, and Sabine Bacouel-Jentjens -- 5. Brand diffusions and brand naming strategies / Eric Billinger and Amit Arora -- 6. Say it without saying it: how consumers interpret "tropes" in advertising and its impact on compaign success / Jamin Gordon and Jun Wu-- 7. How "true" are stereotypes? The role of stereotypes in advertising / Grace Curry, Ulysses J. Brown, III, Jun Wu, and Anshu Saxena Arora -- 8. The value of social networks in the world of advertising / April Harris and Reginald Leseane
Dimensions
23 cm.
Extent
xvi, 112 pages
Isbn
9781137492241
Media category
unmediated
Media MARC source
rdamedia
Media type code
n
Other physical details
illustrations
Stock number
40024527702
System control number
  • (OCoLC)898841898
  • (OCoLC)ocn898841898
Label
Advertising confluence : transitioning marketing communications into social movements, edited by Anshu Saxena Arora and Sabine Bacouël-Jentjens
Publication
Bibliography note
Includes bibliographic references and index
Carrier category
volume
Carrier category code
nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
1. From lipophilia to lipophobia: the role of moral entrepreneurs / Anne-Sophie Bacouel and Sabine Bacouel-Jentjens -- 2. Creative advertising appeals on global cultural spectrum / John Hudson and Anshu Saxena Arora -- 3. Polysemy in advertising: a study of the effects of advertising messages on decision making / William Chasteen and Shalonda Bradford -- 4. Does the country of origin matter for cosmetics? The "made in France" argument / Manon Rebufet, Leila Loussaief, and Sabine Bacouel-Jentjens -- 5. Brand diffusions and brand naming strategies / Eric Billinger and Amit Arora -- 6. Say it without saying it: how consumers interpret "tropes" in advertising and its impact on compaign success / Jamin Gordon and Jun Wu-- 7. How "true" are stereotypes? The role of stereotypes in advertising / Grace Curry, Ulysses J. Brown, III, Jun Wu, and Anshu Saxena Arora -- 8. The value of social networks in the world of advertising / April Harris and Reginald Leseane
Dimensions
23 cm.
Extent
xvi, 112 pages
Isbn
9781137492241
Media category
unmediated
Media MARC source
rdamedia
Media type code
n
Other physical details
illustrations
Stock number
40024527702
System control number
  • (OCoLC)898841898
  • (OCoLC)ocn898841898

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