The fifteenth volume of Advances in Advertising Research presents 24 top papers from the 22nd ICORIA conference in Greece, hosted by Aristotle University of Thessaloniki and the University of Macedonia.
Traditionally, advertisers have assumed that anthropomorphism (seeing a product as human) and animism (seeing a product as alive) are identical processes, triggering the same consumer responses.
Traditionally, advertisers have assumed that anthropomorphism (seeing a product as human) and animism (seeing a product as alive) are identical processes, triggering the same consumer responses.
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With more mediums than ever across which to advertise, businesses are facing increasing marketing costs even as customers continue to turn toward services offering ad-free entertainment.
With more mediums than ever across which to advertise, businesses are facing increasing marketing costs even as customers continue to turn toward services offering ad-free entertainment.
In this compelling sequel, The Attention Economy: A Category Blueprint, takes an in-depth look into the dynamic world of marketing and advertising, unveiling the pivotal role that human attention measurement plays in the present and future landscape.
In this compelling sequel, The Attention Economy: A Category Blueprint, takes an in-depth look into the dynamic world of marketing and advertising, unveiling the pivotal role that human attention measurement plays in the present and future landscape.
Although the origins of public relations can be firmly traced back to an approach integrating psychology, sociology, politics, and journalism, the psychological component has not been well developed in current PR theorising and education.
Although the origins of public relations can be firmly traced back to an approach integrating psychology, sociology, politics, and journalism, the psychological component has not been well developed in current PR theorising and education.
With expansive global coverage from an international range of experts, this unique volume critically examines the stakeholders and influences on the production, dissemination, and consumption of advertising - from its early history via the development of mass advertising to the emergence of the digital age.
Preparing a proposal for a contract or a grant can be an overwhelming and extraordinarily complex process, but regardless of the proposal type or sector, certain truths always pertain.
With expansive global coverage from an international range of experts, this unique volume critically examines the stakeholders and influences on the production, dissemination, and consumption of advertising - from its early history via the development of mass advertising to the emergence of the digital age.
This book introduces the theories and frameworks necessary to drive meaningful social change in fashion brand communication, illustrating their applications with examples of brands that prioritize social justice, decolonization, and environmental sustainability in their practices and communication strategies.
Written by two practitioners with deep professional experience, this book introduces readers to public interest communications, which takes an evidence-based approach to using strategic communications to drive positive social change.
