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Advances in Advertising Research (Vol. III)

Advances in Advertising Research (Vol. III)

Advances in Advertising Research (Vol. III)

Author: ,

Publisher: Springer Science & Business Media

Isbn 10: 383494291X

Category: Business & Economics

Number of Pages: 436

Number of Views: 1183

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​Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 10th International Conference on Research in Advertising (ICORIA) which was held in Berlin (Germany) in June 2011. In the face of an ever increasing number of products and services, as well as an increasingly cluttered media environment, advertising research is confronted with multiple challenges. Against this background, Advances in Advertising Research (Vol. 3) is gaining significance in advancing, promoting, disseminating, and stimulating high quality advertising research. This book provides state-of-the-art research in international advertising with twenty-nine articles by renowned advertising and communication scholars from the worldwide ICORIA network.


Advances in Advertising Research IX

Advances in Advertising Research IX

Advances in Advertising Research IX

Author: Verolien Cauberghe,Liselot Hudders,Martin Eisend

Publisher: Springer

Isbn 10: 3658226811

Category: Business & Economics

Number of Pages: 353

Number of Views: 703

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This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in a converging media society. It specifically relates to the increasing power of consumers in the (digital) marketing process and discusses the challenges this may bring to advertisers. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 16th International Conference in Advertising (ICORIA) which was held in Ghent (Belgium) in June 2017. The conference gathered more than 160 participants from over 30 countries all over the world.


Intuition, Trust, and Analytics

Intuition, Trust, and Analytics

Intuition, Trust, and Analytics

Author: Jay Liebowitz,Joanna Paliszkiewicz,Jerzy Gołuchowski

Publisher: CRC Press

Isbn 10: 1351764403

Category: Computers

Number of Pages: 266

Number of Views: 893

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In order to make informed decisions, there are three important elements: intuition, trust, and analytics. Intuition is based on experiential learning and recent research has shown that those who rely on their “gut feelings” may do better than those who don’t. Analytics, however, are important in a data-driven environment to also inform decision making. The third element, trust, is critical for knowledge sharing to take place. These three elements—intuition, analytics, and trust—make a perfect combination for decision making. This book gathers leading researchers who explore the role of these three elements in the process of decision-making.


Handbook of Research on International Advertising

Handbook of Research on International Advertising

Handbook of Research on International Advertising

Author: Shintaro Okazaki

Publisher: Edward Elgar Publishing

Isbn 10: 1781001049

Category: Business & Economics

Number of Pages: 576

Number of Views: 1659

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'Almost 50 of the leading researchers, teachers and thought leaders have come together to brilliantly cover the complex and evolving field of international advertising research. From culture to methodologies to the newest in digital approaches, international advertising research has never gotten as compete coverage as found in this one volume.' – Don E. Schultz, Northwestern University, US 'An excellent book for international marketing scholars and advertising executives that focuses on the complexity of making advertising decisions in a global world. The contributors identify how international advertising perspectives are being transformed by such changes as the emergence of social media, rise of BRIC countries, and increasing concern for localization of advertising. Confident in predictions and bold in recommendations, this book is written with ambition, scope, and verve that sets it apart from the usual advertising books.' – Subhash C. Jain, University of Connecticut, US The Handbook of Research on International Advertising presents the latest thinking, experiences and results in a wide variety of areas in international advertising. It incorporates those visions and insights into areas that have seldom been touched in prior international advertising research, such as research in digital media, retrospective research, cultural psychology, and innovative methodologies. Forming a major reference tool, the Handbook provides comprehensive coverage of the area, including entries on: theoretical advances in international advertising research, culture and its impact on advertising effectiveness, online media strategy in global advertising, methodological issues in international advertising, effectiveness of specific creative techniques, global advertising agencies, international perspectives of corporate reputation, transnational trust, global consumer cultural positioning, and performance of integrated marketing communications, among others. Researchers, students and practitioners in the fields of marketing, advertising, communication, and media management will find this important and stimulating resource invaluable.


Building Brand Trust

Building Brand Trust

Building Brand Trust

Author: Josh McQueen

Publisher: Xlibris Corporation

Isbn 10: 1477105026

Category: Business & Economics

Number of Pages: 411

Number of Views: 1224

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Josh McQueen resides in Mill Valley, California. During his twenty-eight years with the Leo Burnett Company, Josh was research director in London, regional research director of Australia-Asia, and then worldwide head of research and planning until December 31, 2002. Josh served on the privately held Leo Burnett Worldwide board. He was a member of the investment and technology committees of the board. Josh received his BS magna cum laude and MS in communication from the University of Illinois at UrbanaChampaign. Josh and his wife, Chris, have three children: Cary, Carl, and Jon. He enjoys hiking and exploring. Currently, Josh consults with nonprofits via Chay McQueen LLC.


B2B Content Marketing and Buyer Stage. How to Engage Website Visitors with Appropriate Content

B2B Content Marketing and Buyer Stage. How to Engage Website Visitors with Appropriate Content

B2B Content Marketing and Buyer Stage. How to Engage Website Visitors with Appropriate Content

Author: Kim-Cheyenne Greiner

Publisher: GRIN Verlag

Isbn 10: 3346282406

Category: Business & Economics

Number of Pages: 262

Number of Views: 1155

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Master's Thesis from the year 2018 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,2, Zurich University of Applied Sciences, language: English, abstract: This Master's thesis explores whether there are content stimuli that are best suited to a specific stage of the customers' buying cycle. In other words, is there a connection between the engagement of website visitors and their current stage within the buying cycle? To study this relationship, an external webpage of IBM and its sub-pages are used to analyze webpage visitors' click and scroll behavior and to assess their interest in the presented content assets. The exploratory investigation was undertaken based on three online surveys with a total sample of 234 participants. The age of classical advertising is over. The introduction of digital technology and the spread of the Internet have led to radical changes in the way companies meet the expectations and interests of their stakeholders. In digital communication, content marketing plays a major role in achieving business benefits. In fact, valuable B2B content marketing initiatives can drive website traffic, customer engagement, and inbound leads, which yield sales and retain customers. In the context of this digital environment, companies increasingly aim to provide relevant, engaging content assets to acquire new leads and create business benefits. This raises the following question: What digital content assets encourage website visitor engagement and how does this relate to customer progress in the B2B buying cycle? According to the literature, content that is consistent, timely and contains exclusivity messages that matter to the target audience lead to engagement. However, engagement is obviously dependent on individual customer needs, motives, and goals. It should, therefore, be interesting for companies to know how to turn their website visits into engaged visits, but research on engagement combined with content marketing is scarce—especially in the B2B context.


Advertising to Children

Advertising to Children

Advertising to Children

Author: M. Blades,C. Oates,F. Blumberg,B. Gunter

Publisher: Springer

Isbn 10: 1137313250

Category: Psychology

Number of Pages: 265

Number of Views: 619

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This important source for students, researchers, advertisers and parents reviews the debates and presents new research about advertising to children. Chapters cover food and alcohol advertising, the effects of product placement and new media advertising, and the role of parents and teachers in helping children to learn more about advertising.


The Hype Machine

The Hype Machine

The Hype Machine

Author: Sinan Aral

Publisher: Currency

Isbn 10: 0525574522

Category: Business & Economics

Number of Pages: 416

Number of Views: 763

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A landmark insider’s tour of how social media affects our decision-making and shapes our world in ways both useful and dangerous, with critical insights into the social media trends of the 2020 election and beyond “In September, Sinan Aral published The Hype Machine. Five months later, the book might be described as prophetic: This month alone at least two of Aral’s three predictions have come to fruition.”—New York NAMED ONE OF THE BEST BOOKS OF THE YEAR BY WIRED • LONGLISTED FOR THE PORCHLIGHT BUSINESS BOOK AWARD MIT professor Sinan Aral isn’t only one of the world’s leading experts on social media—he’s also an entrepreneur and investor, giving him an unparalleled 360-degree view of the technology’s great promise as well as its outsize capacity to damage our politics, our economy, and even our personal health. Drawing on two decades of his own research and business experience, Aral goes under the hood of the biggest, most powerful social networks to tackle the critical question of just how much social media actually shapes our choices, for better or worse. Aral shows how the tech behind social media offers the same set of behavior-influencing levers to both Russian hackers and brand marketers—to everyone who hopes to change the way we think and act—which is why its consequences affect everything from elections to business, dating to health. Along the way, he covers a wide array of topics, including how network effects fuel Twitter’s and Facebook’s massive growth to the neuroscience of how social media affects our brains, the real consequences of fake news, the power of social ratings, and the impact of social media on our kids. In mapping out strategies for being more thoughtful consumers of social media, The Hype Machine offers the definitive guide to understanding and harnessing for good the technology that has redefined our world overnight.


Direct and Digital Marketing in Practice

Direct and Digital Marketing in Practice

Direct and Digital Marketing in Practice

Author: Brian Thomas,Matthew Housden

Publisher: Bloomsbury Publishing

Isbn 10: 1472939077

Category: Business & Economics

Number of Pages: 536

Number of Views: 639

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Direct and Digital Marketing in Practice is the essential manual for all managers, marketers and students. Incisive and thorough, the text has been fully updated to reflect the continuing impact and future implications of the Internet on marketing. This new 3rd edition is one of the only comprehensive textbooks written entirely by current practising professionals. It explains in detail the powerful offline and online techniques available to direct marketers today. Direct and Digital Marketing in Practice covers vital issues such as: · the new marketing landscape; · gaining customer insight; · maximising returns on marketing investment; · integrating traditional and digital media; · campaign planning and budgeting; · offline and online metrics: · testing and statistics; and · developing compelling propositions. Direct and Digital Marketing in Practice is an ideal reference tool, presenting detailed explanations of key concepts with practical examples and case studies. The book ensures that each point is relevant and memorable, and made in a real-world context. Written for managers looking to expand and enhance customer reach, students on MBA courses, and those taking professional qualifications, the book provides an invaluable and up-to-date guide to marketing best theory and practice in our increasingly digital and online age.


Why Marketing to Women Doesn't Work

Why Marketing to Women Doesn't Work

Why Marketing to Women Doesn't Work

Author: J. Darroch

Publisher: Springer

Isbn 10: 1137358173

Category: Business & Economics

Number of Pages: 231

Number of Views: 622

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This book addresses the challenges and subtleties behind marketing to women and confronts the idea that gender alone can be used as an indicator to target your market. Darroch provides practical insights into market segmentation and recommends a new approach that focuses on targeting human needs, not gender, in order to reach female customers.


Unfiltered Marketing

Unfiltered Marketing

Unfiltered Marketing

Author: Stephen Denny,Paul Leinberger

Publisher: Red Wheel/Weiser

Isbn 10: 1632657570

Category: Business & Economics

Number of Pages: 256

Number of Views: 637

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Unfiltered Marketing's big ideas apply to business strategy, marketing, and the future of the brand/consumer relationship. It is a playbook for managers and for anyone interested in the ever-changing interaction between technology and culture. “Denny and Leinberger capture the profound truths and deep realities of leading and marketing in a rapidly evolving world of digital platforms.” —Blake Irving, former CEO of GoDaddy You can fake authenticity. But in this digitally saturated age, your customers will see through any misdirection. As we are constantly on our electronic devices, we have come to distrust curated media and traditional PR. Stephen Denny and Paul Leinberger have found that people now want to make their own decisions based on raw footage, real-time updates, and unfiltered livestreams. How, then, do marketing executives and others gain consumer trust? These Fortune 500 consultants present the answer in Unfiltered Marketing. Drawing on four years of global research, authors Denny and Leinberger have developed a comprehensive five-step process for successfully rehumanizing the digital brand experience and gaining customer loyalty. To follow it, companies must understand that consumers are (1) seeking control in an out-of-control world; and executives must rework their brand to be (2) unscripted, (3) in-process, and (4) in-context, in order to master (5) heroic credibility (brands standing by their philosophy and values). Abiding by these rules, businesses follow in the successful footsteps of brands like Patagonia, T-Mobile, adidas, GoDaddy, and others.


Dance, Consumerism, and Spirituality

Dance, Consumerism, and Spirituality

Dance, Consumerism, and Spirituality

Author: C. Walter

Publisher: Springer

Isbn 10: 1137460334

Category: Social Science

Number of Pages: 189

Number of Views: 1663

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Dance has proliferated in movies, television, Internet, and retail spaces while the spiritual power of dance has also been linked with mass consumption. Walter marries the cultural studies of dance and the religious aspects of dance in an exploration of consumption rituals, including rituals of being persuaded to buy products that include dance.


Truth in Advertising?

Truth in Advertising?

Truth in Advertising?

Author: Barbara Allen,Daniel Stevens

Publisher: Rowman & Littlefield

Isbn 10: 1498531601

Category: Business & Economics

Number of Pages: 475

Number of Views: 1815

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Focusing on the U.S. 2008 general elections, this study shows the links between inaccurate political ad claims and negativity, sound and visual distortions that influence voter cognition, and voter knowledge and behavior. Knowing less and voting more appears to be the troubling news in an age of post-factual democracies.


Why Should Anyone Buy from You?

Why Should Anyone Buy from You?

Why Should Anyone Buy from You?

Author: Justin Basini

Publisher: Pearson UK

Isbn 10: 0273745530

Category: Business & Economics

Number of Pages: 224

Number of Views: 757

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HOW TO WIN TRUST AND INFLUENCE CUSTOMERS This revealing book shows how the only reliable route to sustainable business growth and profit is to build trust in your company. Justin Basini presents an array of surprising insights based on his in-depth research and on exclusive interviews with business leaders. He takes a practical approach that will help you assess the level of trust in your business – and help you improve it, offering achievable solutions as well as new frameworks, insights and approaches to marketing.


Trust in Human-Robot Interaction

Trust in Human-Robot Interaction

Trust in Human-Robot Interaction

Author: Chang S. Nam,Joseph B. Lyons

Publisher: Academic Press

Isbn 10: 0128194731

Category: Psychology

Number of Pages: 614

Number of Views: 1712

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Trust in Human-Robot Interaction addresses the gamut of factors that influence trust of robotic systems. The book presents the theory, fundamentals, techniques and diverse applications of the behavioral, cognitive and neural mechanisms of trust in human-robot interaction, covering topics like individual differences, transparency, communication, physical design, privacy and ethics. Presents a repository of the open questions and challenges in trust in HRI Includes contributions from many disciplines participating in HRI research, including psychology, neuroscience, sociology, engineering and computer science Examines human information processing as a foundation for understanding HRI Details the methods and techniques used to test and quantify trust in HRI


Social Media Marketing: Breakthroughs in Research and Practice

Social Media Marketing: Breakthroughs in Research and Practice

Social Media Marketing: Breakthroughs in Research and Practice

Author: Management Association, Information Resources

Publisher: IGI Global

Isbn 10: 1522556389

Category: Computers

Number of Pages: 1572

Number of Views: 1553

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In the digital age, numerous technological tools are available to enhance business processes. When these tools are used effectively, knowledge sharing and organizational success are significantly increased. Social Media Marketing: Breakthroughs in Research and Practice contains a compendium of the latest academic material on the use, strategies, and applications of social media marketing in business today. Including innovative studies on email usage, social interaction technologies, and internet privacy, this publication is an ideal source for managers, corporate trainers, researchers, academics, and students interested in the business applications of social media marketing.


Celebrity Sells

Celebrity Sells

Celebrity Sells

Author: Hamish Pringle

Publisher: John Wiley & Sons

Isbn 10: 0470869712

Category: Business & Economics

Number of Pages: 340

Number of Views: 510

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Celebrities have always captured the imagination of the public. In today's age of consumerism, their ability to influence our behaviour can be seen worldwide. Harnessing this power can reap huge rewards for business — the Jamie Oliver campaign helped turn around Sainsbury?s fortunes, with the return on investment estimated at £27.95 for every advertising pound spent; sales of Walker?s Crisps increased by 105% thanks to Gary Lineker; One to One re-launched its brand with stars including Kate Moss and Elvis Presley. Celebrity Sells demonstrates the awesome power of famous names, when skilfully used, to sell brands and offers practical advice on how to develop and advertise a brand using celebrities, including: How to choose the right celebrity for your brand How to build your brand using a celebrity How to manage relationships with celebrities How to protect celebrity and brand reputation


Trust-Based Selling

Trust-Based Selling

Trust-Based Selling

Author: Charles H. Green

Publisher: McGraw Hill Professional

Isbn 10: 0071502165

Category: Business & Economics

Number of Pages: 288

Number of Views: 983

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Sales based on trust are uniquely powerful. Learn from Charles Green, co-author of the bestseller The Trusted Advisor how to deserve and, therefore, earn a buyer’s trust. Buyers prefer to buy from people they trust. However, salespeople are often mistrusted. Trust-Based Selling shows how trust between buyer and seller is created and explains how both sides benefit from it. Heavy with practical examples and suggestions, the book reveals why trust goes hand-in-hand with profit; how trust differentiates you from other sellers; and how to create trust in negotiations, closings, and when answering the six toughest sales questions. Trust-Based Selling is a must for anyone in sales, is especially invaluable for sellers of complex, intangible services.


The Trust Manifesto

The Trust Manifesto

The Trust Manifesto

Author: Damian Bradfield

Publisher: Penguin UK

Isbn 10: 024136986X

Category: Business & Economics

Number of Pages: 224

Number of Views: 837

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From the moment we wake up and unlock our phones, we're producing data. We offer up our unique fingerprint to the online world, scan our route to work, listen to a guided meditation or favourite playlist, slide money around, share documents and update our social media accounts. We reach for our phones up to 200 times a day, not knowing which companies are storing, using, selling and manipulating our data. But do we care? We're busy. We've got lives. We're pressed for time! There aren't enough hours in the day to read the terms and conditions. Or, maybe we're happy to trade our personal data for convenient services and to make our lives easier? Big data is the phenomenon of our age, but should we trust it without question? This is the trust dilemma. In 2009, Damian Bradfield founded WeTransfer, the largest file-sharing platform in the world with 50 million global users shipping more than one billion files of data a month. His unique experience of the big data economy has led him to question if there is another way to build the internet, one that is fairer and safer for everyone and, in The Trust Manifesto, he lays out this vision.