Advertising confluence : transitioning marketing communications into social movements /: transitioning marketing communications into social movements. (2014)

• Record Type: Book
• Further Information: Note: Edited by Anshu Arora, Sabine Bacouel-Jentjens.
• Editors: Arora, Anshu Saxena; Bacouël-Jentjens, Sabine
• Contents: Foreword; John R McIntyre 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 S. 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 Campaign 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 S. Arora 8. The Value of Social Networks in the World of Advertising; April Harris and Reginald Leseane Afterword; Lisa Yount.
• Edition: 2015
• Publisher Details: Basingstoke : Palgrave Macmillan
• Publication Date: 2014
• Extent: 1 online resource, illustrations (black and white)
• Subjects: 658.8; Social marketing; Advertising -- Social aspects; Branding (Marketing) -- Cross-cultural studies
• Languages: English
• ISBNs: 9781137492258; 9781137492265
• Related ISBNs: 9781137492241
• Notes: Note: Description based on CIP data; item not viewed.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.