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Arora, Anshu Saxena

Advertising Confluence: Transitioning Marketing Communications into Social Movements

Arora, Anshu Saxena - Advertising Confluence: Transitioning Marketing Communications into Social Movements, ebook

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ISBN: 9781137492265
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Table of contents

1. From Lipophilia to Lipophobia: The Role of Moral Entrepreneurs
Anne-Sophie Bacouël, Sabine Bacouël-Jentjens

2. Creative Advertising Appeals on Global Cultural Spectrum
John Hudson, Anshu Saxena Arora

3. Polysemy in Advertising: A Study of the Effects of Advertising Messages on Decision Making
William Chasteen, Shalonda Bradford

4. Does the Country of Origin Matter for Cosmetics? The “Made in France” Argument
Manon Rebufet, Leila Loussaief, Sabine Bacouël-Jentjens

5. Brand Diffusions and Brand Naming Strategies
Eric Billinger, Amit Arora

6. Say It without Saying It: How Consumers Interpret “Tropes” in Advertising and Its Impact on Campaign Success
Jamin Gordon, Jun Wu

7. How “True” Are Stereotypes? The Role of Stereotypes in Advertising
Grace Curry, Ulysses Brown, Jun Wu, Anshu Saxena Arora

8. The Value of Social Networks in the World of Advertising
April Harris, Reginald Leseane

9. Afterword
Lisa Yount

Keywords: Business and Management, Innovation/Technology Management, Small Business, Business Information Systems, Marketing, Corporate Communication/Public Relations, Entrepreneurship

Editor
 
Publisher
Springer
Publication year
2015
Language
en
Edition
1
Series
International Marketing and Management Research
Page amount
138 pages
Category
Economy
Format
Ebook
eISBN (PDF)
9781137492265
Printed ISBN
978-1-349-50458-9

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