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Title / Author Hide Details  Show Details | DDC | Date | |
Effective advertising : understanding when, how, and why advertising works  / Tellis, Gerard J. | 659.1 | 2004 | |
Format: Book Language: English Audience Level: General Contents: pt. I. Understanding advertising -- 1. Evaluating advertising -- Importance of advertising in modern economies -- Summary -- Problems evaluating advertising effectiveness -- Explanation of key terms -- 2. Sweet, secret workings of advertising -- Myths about advertising effectiveness -- Truth about advertising -- Effects of advertising intensity -- Dynamic effects of advertising -- Effects of ad campaigns -- Effects of advertising creative -- Contingent effects of advertising -- 3. A general theory of firms' advertising -- Why firms advertise : theory of advertising demand -- Supply exceeds demand -- Knowledge about the supplier or product is low -- Confidence in the supplier or product is low -- Demand exceeds supply -- Why big successes are rare : theory of advertising effectiveness -- Inattention to advertising -- Resistance to persuasion -- Miscomprehension of ad messages -- Imitation of effective techniques -- Why firms persist with ineffective ads : theory of advertising supply -- Lack of field tests and tracking -- Conflict of interest with the ad agency -- Competitive pressure -- Incentive system -- Budgeting system -- Price support -- Trade support -- Summary -- 4. Measures of advertising's effectiveness -- Definition and classification of advertising variables -- Measures of inputs -- Measures of outcomes -- Measures of processes -- Paradigms of research -- Models of the hierarchy of effects -- Learning hierarchy -- Dissonance/attribution hierarchy -- Low-involvement hierarchy -- Relevance of the hierarchy of effects -- Summary -- 5. Research designs to assess advertising effectiveness -- Laboratory experiment -- Basic terms -- Evaluating experiments -- Field approach -- Econometric models -- Evaluation of the field approach -- Hybrid approaches -- Market experiments -- Single-source data -- Summary --pt. II. Findings from market studies : when and how much advertising works -- 6. Market effects of advertising intensity -- Classification of studies -- Findings about advertising weight -- Anheuser-Busch experiments, 1963-1968 -- Experiments at Grey Advertising and D'Arcy Advertising -- AdTel experiments -- Aaker and Carman's (1982) review of experiments -- Campbell Soup experiments -- Experiments at Information Resources, Inc. -- Summary -- Findings about advertising elasticity -- Meta-Analysis -- Assmus, Farley, and Lehmann (1984) -- Sethuraman and Tellis (1991) -- Findings about advertising frequency -- McDonald (1971) -- Tellis (1988a) -- Pedrick and Zufryden (1991) -- Deighton, Henderson, and Neslin (1994) -- Jones (1995) -- Summary -- Findings about advertising weight -- Findings about advertising elasticity -- Findings about advertising frequency -- 7. Advertising's dynamic and content effects -- Findings about advertising carryover -- Clarke (1976) -- Leone (1995) -- Tellis, Chandy, and Thaivanich (2000) -- Mela, Gupta, and Lehmann (1995) -- Information Resources, Inc. experiments -- Dekimpe and Hanssens (1995) -- Findings about advertising wearin and wearout -- Greenberg and Sutton (1973) -- Pechmann and Stewart (1992) -- Tellis, Chandy, and Thaivanich (2000) -- Henderson Blair (2000) -- Other studies -- Findings about advertising content -- Chandy, Tellis, MacInnis, and Thaivanich (2001) -- MacInnis, Rao, and Weiss (2002) -- Summary -- Findings about advertising carryover -- Findings about wearin -- Findings about wearout -- Findings about content --pt. III. Findings from experimental studies : how and why advertising works -- 8. Advertising as persuasion -- Routes of persuasion -- Choice of routes -- Stability of persuasion -- Low-involvement or passive processing -- Mere exposure -- Priming -- Soft-sell messages -- Subliminal advertising -- Repetition in persuasion -- Factors influencing repetition -- Theories explaining repetition -- Summary -- 9. Argument in advertising -- How argument persuades -- Argument strategy -- Comparative argument -- Refutational argument -- Rhetorical question -- Innoculative argument -- Framing -- Supportive argument -- Summary -- 10. Emotion in advertising -- How do emotions work? -- Modes of persuasion -- Advantages of emotion -- Disadvantages of emotion -- When do emotions work? -- Methods of arousing emotions -- Drama, story, and demonstration -- Humor -- Music -- Role of specific emotions -- Irritation -- Warmth -- Fear -- Ennobling emotions -- Summary -- 11. Endorsement in advertising -- Types of endorsers -- Experts -- Celebrities -- Lay endorsers -- Why endorsements work -- Source credibility theory -- Source attractiveness theory -- Meaning transfer theory -- When to use endorsers -- Domain of the theories -- Audience conditions -- Cost-effectiveness -- Communication modes -- Strategic implications -- Choosing endorsers -- Discreet use of celebrities -- Screening for endorsers -- Managing endorsers -- Avoiding stereotypes -- Summary. |
| The rhetoric of moral protest : public campaigns, celebrity endorsement, and political mobilization / Lahusen, Christian. | 306.484 | 1996 | |
Format: Book Language: English Audience Level: Special |
| Dying for a smoke | 362.296 | 1994 | |
Format: Movie/Video Language: English Audience Level: General Description: Examines the battle between the U.S. tobacco industry and the anti-smoking lobby for control over the $100 billion annual tobacco sales and the estimated 419,000 annual deaths due to it. Shows the industry's political and advertising tactics. Includes interviews with celebrities including Charlton Heston, Chuck Norris, and Gregory Hines. |
| UFOs and popular culture : an encyclopedia of contemporary myth / Lewis, James R. | 001.94203 | 2000 | |
Format: Book Language: English Audience Level: General Description: From religious beliefs and legends to movies and TV shows, from advertising and celebrities to Internet sites and photo ops, this illustrated A-Z encyclopedia makes it easy to locate each topic, and the opportunities for further research assure its timeliness. |
| Window to the future : the golden age of television marketing and advertising / Kosareff, Steve. | 381.45621388009730904 | 2005 | |
Format: Book Language: English Audience Level: General Contents: Television fantastique: even without a set to watch -- Television opportune: a world wide open -- All I want for christmas is ... -- Television blazon: color in a black-and-white world -- Television ballyhoo: the medium on a fishhook -- Television intoxicant -- Television celebrity: on the big screen but in front of the little screen -- Television imprint: mother's little helper. |
| Dream : re-imagining progressive politics in an age of fantasy / Duncombe, Stephen. | 320.5130973 | 2007 | |
Format: Book Language: English Audience Level: General Contents: Politics in an age of fantasy -- Learn from Las Vegas : spectacular vernacular -- Play the game : grand theft desire -- Think different : advertising utopia -- Recognize everyone : the allure of celebrity -- Imagine an ethical spectacle -- Dreampoltik. |
| Crisis communications : a casebook approach / Fearn-Banks, Kathleen. | 659.2 | 1996 | |
Format: Book Language: English Audience Level: General Contents: The nature of crises -- The Crisis communiations plan -- Crisis makers -- Managing a crisis -- Product tampering crises -- Environmental crises -- Natural disasters -- Crises of violence -- Celebrities and crises |
| A matrix of meanings : finding God in pop culture / Detweiler, Craig | 261 | 2003 | |
Format: Book Language: English Audience Level: General Contents: Introduction : Postmodernity in the marketplace -- Methodology : a matrix of meanings -- Advertising : the air that we breathe -- Celebrities : ancient and future saints -- Music : Al Green makes us cry -- Movies : look closer -- Television : our constant companion -- Fashion : dressing up the soul -- Sports : board generation -- Art : sharks, pills, and ashtrays. |
| Sports marketing and the psychology of marketing communication | 338.43 | 2004 | |
Format: Book Language: English Audience Level: General Contents: Exploration of consumption and communication communities in sports marketing -- Fanatical consumption : an investigation of the behavior of sports fans through textual data -- "We are number one!" : the phenomenon of basking-in-reflected-glory and its implications for sports marketing -- Risky sports : making the leap -- The strategic use of celebrity athlete endorsers in print media : a historical perspective -- The effects of multiple product endorsements by celebrities on consumer attitudes and intentions : an extension -- Magic Johnson and Mark McGwire : the power of identification with sports celebrities -- Seven psychological mechanisms through which sponsorship can influence consumers -- It's gotta be the shoes : exploring the effects of relationships of Nike and Reebok sponsorship on two college athletic programs -- American consumer attitudes toward corporate sponsorship of sporting events -- Do sport sponsorship announcements influence firm stock prices? -- A review of team identification and its influence on consumers' responses toward corporate sponsors -- Teams as brands : a review of the sports licensing concept -- SportNEST : a nested approach to segmenting the sport consumer market -- Understanding ambush marketing : implications of information processing -- Aggressive marketing : interrogating the use of violence in sport-related advertising -- Smoke and ashes : tobacco sponsorships of sports and regulatory issues in Canada -- Social marketing of sport -- Teenagers' perceptions of the influence of advertising and price versus interpersonal, social factors on their purchases of brand name athletic shoes and clothing. |
| Asian media productions | 302.23095 | 2001 | |
Format: Book Language: English Audience Level: Special Contents: Global cultural politics and Asian civilizations / James Lull -- Becoming 'culturally proximate': the a/scent of Japanese idol dramas in Taiwan / Koichi Iwabuchi -- Cultural regulation and advertising in ASEAN: an analysis of Singapore and Vietnam / Katherine T. Frith -- Between markets and mandarins: journalists and rhetorics of transition in southern China / Kevin Latham -- Turning seeing into believing: producing credibility in the television news coverage of the Kobe earthquake / Liz MacLachlan -- Dateline Tokyo: telling the world about Japan / Ulf Hannerz -- Creating advertising in Japan: a sketch in search of a principle / John L. McCreery -- Citizens have sex, consumers make love: marketing KamaSutra condoms in Bombay / William Mazzerella -- Drunk on the screen: Balinese conversations about television and advertising / Mark Hobart -- So close and yet so far: humanizing celebrity in Japanese music variety shows, 1960s-1990s / Carolyn S. Stevens and Shuhei Hosokawa -- Yoshimoto Kōgyō and manzai in Japan's media culture: promoting the intersection of production and consumption / Joel F. Stocker -- Promoting culture: the work of a Japanese advertising agency / Brian Moeran. |
