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Advertising research :

by McDaniel carl
Additional authors: Gates Roger | .
Edition statement:5th ed. Published by : American Marketing Association, (Chicago, Ill. :) Physical details: vii, 281 p. : ill. ; 28 cm. ISBN:0324067992. Year: 2002
Online resources:
Reviews from LibraryThing.com: List(s) this item appears in: Environmental health materials
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Item type Current location Call number Status Notes Date due Barcode
Book Book Pwani University Library, Kilifi
HF5814 .A33 2002 (Browse shelf) Available GN KLF11120087

Includes bibliographical references.

Machine generated contents note: I -- I -- A New Medium: The Internet 9 -- Chapter 1 -- Conducting Advertising and Marketing Research on the -- W orld W ide W eb 11 -- Vanitha Swaminathan -- Chapter 2 -- The Theory of Flow: Applications to Advertising and Consumers' Internet -- Experiences 223 -- Margy P. Conchar -- George M. Zinkhan -- Chapter 3 -- Promoting and Selling on the Internet: The Case of Real Estate 32 -- Alex Gray -- George M. Zinkhan -- Ellen Day -- Chapter 4 -- An Exploratory Study of the Web's Early Adopters 39 -- Traci A. Carte -- Barbara H. Wixom -- Richard T. Watson -- II Consumer Behavior and Behavioral Response to Advertising 49 -- Chapter 5 -- A Meta-Analysis of Relationships Between Ad-Evoked Feelings and -- A dvertising Responses51 -- Steven P. Brown -- Pamela M. Homer -- J. Jeffrey Inman -- Chapter 6 -- An Informal, Qualitative Analysis of Shortages and Abundances in Academic -- A dvertising Research 75 -- James H. Leigh -- Chapter 7 -- Advertising Modification Strategies: Appealing to Minority Consumers 82 -- Gail Ayala Taylor -- Miriam Stamps -- III Advertising Appeals 95 -- Chapter 8 -- A Theoretical Model of Incongruity Between Sexy Pictures and Advertised -- Produ cts 9 7 -- Andrea J.S. Stanaland -- Chapter 9 -- Green Advertising and its Relationship to Consumers' Environmentally -- Responsible Behaviors 104 -- Erika Matulich -- Diana L. Haytko -- Jon R. Austin -- Chapter 10 -- The Soapbox Versus the Soap: The Application of Negative Political -- Advertising Tactics In the NonPolitical Marketplace 119 -- Paul Hensel -- Karen James -- IV Creativity 145 -- Creativity 147 -- George M. Zinkhan -- V Strategic Issues in Advertising 153 -- Chapter 11 -- Research Issues in Targeting Neglected Segments 155 -- Subodh Bhat -- Chapter 12 -- The Fusion of Design and Marketing: Implications for Merchandising, -- Consum ing, and Ownership .161 -- Angela H. Patton -- Chapter 13 -- Environmentalist-Business Collaborations: Social Responsibility, Green -- Alliances, and Beyond 170 -- Edwin R. Stafford -- Cathy L. Hartman -- Chapter 14 -- Marketing Activities and Organizational Success: An Application to the Health -- C are In dustry 193 -- Misty K. Ritchie -- Chapter 15 -- Carving a Path to Dominance While Avoiding the Graveyard: Consumers' -- Brand Knowledge and Genericism 227 -- Gillian Oakenfull -- VI Ethical Issues in Advertising 239 -- Chapter 16 -- Potential Ethical Issues Associated with Qualitative Research Conducted Face -- to Face and in Cyberspace 241 -- Denise DeLorme -- Chapter 17 -- Advertising Ethics: More Than Avoiding Deception and Protecting -- Children 253 -- Michael R. Hyman -- VII Summary and a Look to the Future 269 -- Chapter 18 -- Advertising and Societal Trends in the New Millennium 271 -- George M. Zinkhan -- Notes on Contributors 277.

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