Endorsements In Advertising

Endorsements in Advertising PDF
Author: Kerry Segrave
Publisher: McFarland
ISBN: 1476610800
Size: 64.20 MB
Format: PDF, Docs
Category : Business & Economics
Languages : en
Pages : 239
View: 4547

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Endorsements In Advertising

by Kerry Segrave, Endorsements In Advertising Books available in PDF, EPUB, Mobi Format. Download Endorsements In Advertising books, The use of endorsements and testimonials to sell anything imaginable is a modern development, though the technique is centuries old. Before World War I, endorsement ads were tied to patent medicine, and were left with a bad reputation when that industry was exposed as quackery. The reputation was well earned: claims of a product’s curative powers sometimes ran opposite the endorser’s obituary, and Lillian Russell once testified that a certain compound had made her “feel like a new man.” Distrusted by the public, banished from mainstream publications, endorsements languished until around 1920, but returned with a vengeance with the growth of consumerism and modern media. Despite its questionable effectiveness, endorsement advertising is now ubiquitous, costing advertisers (and consequently consumers) hundreds of millions of dollars annually. This exploration of modern endorsement advertising—paid or unsolicited testimonials endorsing a product—follows its evolution from a marginalized, mistrusted technique to a multibillion-dollar industry. Chapters recount endorsement advertising’s changing form and fortunes, from Lux Soap’s co-opting of early Hollywood to today’s lucrative industry dependent largely on athletes. The social history of endorsement advertising is examined in terms of changing ethical and governmental views, shifting business trends, and its relationship to the growth of modern media, while the money involved and the question of effectiveness are scrutinized. The illustrated text includes five appendices that focus on companies, celebrities, athletes and celebrity endorsements.


Korean Celebrity Endorsements In China

Korean Celebrity Endorsements in China PDF
Author: Jiaxing Cheng
Publisher:
ISBN:
Size: 37.10 MB
Format: PDF
Category : Endorsements in advertising
Languages : en
Pages : 52
View: 1459

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Korean Celebrity Endorsements In China

by Jiaxing Cheng, Korean Celebrity Endorsements In China Books available in PDF, EPUB, Mobi Format. Download Korean Celebrity Endorsements In China books, Attributable to the popularity of Korean wave, Korean celebrity endorsement has been widely used in Chinese commercials as a means to increase advertising effectiveness. This study investigated the effect of brand-language country-of-origin (COO) congruence and endorser characteristics on the advertising credibility. A scenario-based survey was used with a 2 (brand origin: foreign brand or local brand) × 2 (language origin: foreign language or local language) × 2 (endorser perceived globalness: high or low) between-subjects design. The results indicated that the brand-language COO congruence leads to higher advertising credibility compared to that of incongruent situations. Moreover, endorser perceived globalness was found to moderate the relationship between brand-language COO congruence and advertising credibility. The findings of the study will help advertisers to determine how to select and use foreign celebrity endorsers effectively in the commercials. Further discussion and implications are provided.


Advertising Directed At Children Endorsements In Advertising

Advertising Directed at Children   Endorsements in Advertising PDF
Author: Organisation for Economic Co-operation and Development. Committee on Consumer Policy
Publisher: Organisation for Economic Co-operation and Development ; [Montréal : Renouf]
ISBN:
Size: 70.71 MB
Format: PDF, Docs
Category : Advertising
Languages : en
Pages : 64
View: 7751

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Advertising Directed At Children Endorsements In Advertising

by Organisation for Economic Co-operation and Development. Committee on Consumer Policy, Advertising Directed At Children Endorsements In Advertising Books available in PDF, EPUB, Mobi Format. Download Advertising Directed At Children Endorsements In Advertising books, In the framework of its activities concerning marketing practices, the Committee on Consumer Policy, Organization for Economic Co-operation and Development, has examined the subjects of advertising directed at children and endorsements in advertising. These subjects raise common problems in member countries and result in a variety of responses. The report on advertising directed at children is based on a questionnaire to which 19 member countries responded; the report on endorsements in advertising has been drawn up on the basis of information received from 16 member countries. Both reports examine the various methods of advertising employed, the major areas of concern, and the existing regulatory frameworks and voluntary arrangements. Both also suggest a number of policy solutions for consideration by member countries. Appendices to the first study report results of a survey on advertising directed toward children in Japan and results of a recent study in Sweden on toy packaging. (Author/RH)


Advances In Advertising Research Vol V

Advances in Advertising Research  Vol  V  PDF
Author: Ivana Bušljeta Banks
Publisher: Springer
ISBN: 3658081325
Size: 20.56 MB
Format: PDF, ePub
Category : Business & Economics
Languages : en
Pages : 330
View: 3919

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Advances In Advertising Research Vol V

by Ivana Bušljeta Banks, Advances In Advertising Research Vol V Books available in PDF, EPUB, Mobi Format. Download Advances In Advertising Research Vol V books, Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 12th International Conference in Advertising (ICORIA) which was held in Zagreb (Croatia) in June 2013. The conference gathered 105 leading researchers from 23 countries under the conference theme “To Boldly Go... Extending the Boundaries of Advertising”. The book provides international state-of-the-art research with 23 articles by renowned scholars from the worldwide ICORIA network.


The Influence Of Celebrity Endorsements On The Buying Intension Of Young Consumers In India

The Influence of Celebrity Endorsements on the Buying Intension of Young Consumers in India PDF
Author: Kunal Gaurav
Publisher: GRIN Verlag
ISBN: 3668548072
Size: 31.82 MB
Format: PDF, ePub, Docs
Category : Business & Economics
Languages : en
Pages : 61
View: 4654

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The Influence Of Celebrity Endorsements On The Buying Intension Of Young Consumers In India

by Kunal Gaurav, The Influence Of Celebrity Endorsements On The Buying Intension Of Young Consumers In India Books available in PDF, EPUB, Mobi Format. Download The Influence Of Celebrity Endorsements On The Buying Intension Of Young Consumers In India books, Project Report from the year 2017 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: A+, , language: English, abstract: The universe of today is evolving quickly and India is no exception. Particularly after the opening up of the economy, the pace of progress that India and its people are encountering in their socio-social environment is mind boggling. Every brand attempts to steal at least fraction of a person’s time to inform him/her about the amazing and different attributes of the product at hand. The challenge of the marketer is to find a hook that will hold the subject’s attention. In helping to achieve this, use of celebrity for endorsement of a brand is widely used marketing strategy. It has been uncovered amid the examination that whooping sums being paid by the advertisers to these celebrities are some place powerful. The main objective of this study is to analyze the impact of various constructs of celebrity endorsement on the buying intention of young consumer. There is two more objective of this study such as to identify the various constructs of celebrity endorsement and to now the consumer perception towards celebrity endorsement.


Ftc Guides Concerning Use Of Endorsements And Testimonials In Advertising

FTC Guides Concerning Use of Endorsements and Testimonials in Advertising PDF
Author:
Publisher:
ISBN:
Size: 54.22 MB
Format: PDF, ePub, Docs
Category : Endorsements in advertising
Languages : en
Pages :
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Ftc Guides Concerning Use Of Endorsements And Testimonials In Advertising

by , Ftc Guides Concerning Use Of Endorsements And Testimonials In Advertising Books available in PDF, EPUB, Mobi Format. Download Ftc Guides Concerning Use Of Endorsements And Testimonials In Advertising books,


Advertising And Violence

Advertising and Violence PDF
Author: Nora J. Rifon
Publisher: Routledge
ISBN: 1317477707
Size: 76.48 MB
Format: PDF, Docs
Category : Business & Economics
Languages : en
Pages : 320
View: 7690

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Advertising And Violence

by Nora J. Rifon, Advertising And Violence Books available in PDF, EPUB, Mobi Format. Download Advertising And Violence books, Advertising and Violence identifies and analyzes the important issues related to violence in advertising and its overall effects on society. The book is based on a widely cited special issue of the Journal of Advertising and includes eight new chapters that expand the book's coverage. The objective of the book is to compile a compendium of current thinking, perspectives, theoretical viewpoints, and research relevant to the violence and advertising interface. The chapter authors, all notable experts in the field, take a multidisciplinary approach that incorporates perspectives from disciplines other than marketing in order to provide a broad-based view of how advertising and violence coalesce and the policy implications of this juxtaposition.


Advances In Advertising Research X

Advances in Advertising Research X PDF
Author: Enrique Bigne
Publisher: Springer Nature
ISBN: 3658248785
Size: 63.93 MB
Format: PDF, Docs
Category : Psychology
Languages : en
Pages : 240
View: 2432

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Advances In Advertising Research X

by Enrique Bigne, Advances In Advertising Research X Books available in PDF, EPUB, Mobi Format. Download Advances In Advertising Research X books, This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in brand communications with multiple touchpoints. It specifically relates to new insights into how profitability and customer engagement are affected by multiple and very diverse consumer touchpoints in an omni-connected world. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 17th International Conference in Advertising (ICORIA), which was held in Valencia (Spain) in June 2018. The conference gathered more than 180 participants from over 27 countries all over the world.


Advances In Advertising Research Vol Vi

Advances in Advertising Research  Vol  VI  PDF
Author: Peeter Verlegh
Publisher: Springer
ISBN: 3658105585
Size: 39.66 MB
Format: PDF, Mobi
Category : Business & Economics
Languages : en
Pages : 406
View: 4469

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Advances In Advertising Research Vol Vi

by Peeter Verlegh, Advances In Advertising Research Vol Vi Books available in PDF, EPUB, Mobi Format. Download Advances In Advertising Research Vol Vi books, This 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 30 chapters. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 13th International Conference in Advertising (ICORIA), which was held in Amsterdam (The Netherlands) in June 2014. The conference gathered around 150 participants from diverse countries from Europe, North-America, Asia, and Australia.


Consuming The Romantic Utopia

Consuming the Romantic Utopia PDF
Author: Eva Illouz
Publisher: Univ of California Press
ISBN: 9780520917996
Size: 78.62 MB
Format: PDF, Mobi
Category : Social Science
Languages : en
Pages : 332
View: 745

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Consuming The Romantic Utopia

by Eva Illouz, Consuming The Romantic Utopia Books available in PDF, EPUB, Mobi Format. Download Consuming The Romantic Utopia books, To what extent are our most romantic moments determined by the portrayal of love in film and on TV? Is a walk on a moonlit beach a moment of perfect romance or simply a simulation of the familiar ideal seen again and again on billboards and movie screens? In her unique study of American love in the twentieth century, Eva Illouz unravels the mass of images that define our ideas of love and romance, revealing that the experience of "true" love is deeply embedded in the experience of consumer capitalism. Illouz studies how individual conceptions of love overlap with the world of clichés and images she calls the "Romantic Utopia." This utopia lives in the collective imagination of the nation and is built on images that unite amorous and economic activities in the rituals of dating, lovemaking, and marriage. Since the early 1900s, advertisers have tied the purchase of beauty products, sports cars, diet drinks, and snack foods to success in love and happiness. Illouz reveals that, ultimately, every cliché of romance—from an intimate dinner to a dozen red roses—is constructed by advertising and media images that preach a democratic ethos of consumption: material goods and happiness are available to all. Engaging and witty, Illouz's study begins with readings of ads, songs, films, and other public representations of romance and concludes with individual interviews in order to analyze the ways in which mass messages are internalized. Combining extensive historical research, interviews, and postmodern social theory, Illouz brings an impressive scholarship to her fascinating portrait of love in America.