Advertising Confluence : Transitioning Marketing Communications into Social Movements / edited by Anshu Saxena Arora, Sabine Bacouël-Jentjens.
Advertising Confluence offers a unique blend of both traditional and contemporary social media thinking about advertising and integrated brand promotions from both the developed and emerging world.
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| Online Access: |
Full Text (via Springer) |
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| Other Authors: | , |
| Format: | eBook |
| Language: | English |
| Published: |
New York :
Palgrave Macmillan US : Imprint : Palgrave Pivot,
2015.
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| Series: | International marketing and management research.
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| Subjects: |
Table of 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.