Placed within the context of reception studies, this book investigates how advertisements that rely on re-contextualising shared cultural knowledge are understood by their viewers, and examines their persuasive potential.

This book presents consumer response to global media branding as a cognitive process whose understanding is important for advertising industry as well as academic investigation. Interpreting reactions to screen advertising, accounting for them in local cultural terms, must be the first stage of any subsequent quantitative study.

World Religions This revolutionary book discusses the multitude of often contradictory religions developed by man. Key features of the book include: Mans physical evolution briefly discussed Religious evolution: from animism to theism Historical and current religions of the world: 1) Africa and Oceania 2) The Americas and West Indies 3) Europe and Northern Asia. 4) The Middle East 5) India 6) China and Japan Many new religions and sects: (a) In the period 15001900 (b) Since 1900 Alternative credos are discussed: (a) Quasi-religions movements (b) Philosophical beliefs (c) Scientific beliefs (d) Political beliefs How religions are created and spread Key issues: 1) Proliferation of new religions and sects 2) Religious persecution and conflict 3) Religious corruption and terrorism Mohronism: a new religion based on Mohrs ten laws and including Murphys law Recommendations, including: (a) Mohrs contact theory (b) Mere exposure research Industry and reader comment has included the following: Some provocative and timely issues A prophetic warning A huge topic It could outsell the Bible G. A. Mohr did his PhD in Cambridge, where his father helped split the atom. Geoff Mohr published papers and books on subjects ranging from engineering to corrosion and cancer. His books A Microcomputer Introduction to the Finite Element Method, A Treatise on the Finite Element Method and Finite Elements for Solids, Fluids, and Optimization established him as a world-leading scientist. His recent books include the following: The Pretentious Persuaders The Variant Virus The Doomsday Calculation The War of the Sexes Heart Disease, Cancer & Aging, 2nd edn. The History & Psychology of Human Conflict 2045: A Small Town Survives Global Holocaust Elementary Thinking for the 21st Century The legendary John Argyris called Geoff Mohr The greatest scientist in Australia. Edwin Fear is a descendant of Anne Boleyn, whose husband founded the Church of England. He gained a diploma of business science (DBS) majoring in marketing from IASC. He contributed to many research papers and books and cowrote The Evolving Universe, Relativity, Redshift, and Life From Space with G. A. Mohr and Richard Sinclair.

This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Using evidence-based research, this book shows how to maximise the benefits of creative metaphor and metonymy in global advertising.

This project attempts to tackle several challenges: - to experience the variety of different teaching cultures as a source of innovation rather than as an obstacle; - to adopt a pluridisciplinary approach by introducing references taken from the social sciences in order to develop reflection on the role of languages in social cohesion; - to try and provide answers to a question hitherto rarely raised in the didactics of languages and cultures, namely the place of cultural mediation itself. [CoE website]

Recently nominated one of five finalists selected for the 2005 Berry-AMA Book Prize for best book in marketing! "Tellis has done a remarkable job. He has brought together an amazingly diverse literature. Unlike some other sources that claim to be able to measure the effects of advertising, Tellis′s thoroughness and ability to understand and convey results of various experiments and statistical analyses helps the reader to separate the wheat from the chaff. Any student of advertising, whether new to the field or a seasoned veteran executive or researcher, should read this book." --Alan G. Sawyer, University of Florida Effective Advertising: How, When, and Why Advertising Works reviews and summarizes an extensive body of research on advertising effectiveness. In particular, it summarizes what we know today on when, how, and why advertising works. The primary focus of the book is on the instantaneous and carryover effects of advertising on consumer choice, sales, and market share. In addition, the book reviews research on the rich variety of ad appeals, and suggests which appeals work, and when, how, and why they work. The first comprehensive book on advertising effectiveness, Understanding Effective Advertising reviews over 50 years of research in the fields of advertising, marketing, consumer behavior, and psychology. It covers all aspects of advertising and its effect on sales, including sales elasticity, carryover effects, content effects, and effects of frequency. Author Gerard J. Tellis distills three decades of academic and professional experience into one volume that successfully dismisses many popular myths about advertising, such as: * Advertising has a powerful influence on consumers and often generates consumer need * The effects of advertising persist for decades * If an ad fails initially, repetition will ensure its ultimate success * Ads need only one to three exposures to succeed * Advertising by argument is the most effective method * The best ads are unique and original * Advertising is very profitable Tellis then provides alternatives and establishes the following truths about advertising: * Advertising is vitally important for free markets, but its action is subtle and its discovery is fragile * The effects of advertising are short-lived * If ads are not initially effective, repetition will not make them more effective * Scientific principles can show which ads work, though firms often ignore advertising research and persist with ineffective ads * Advertising by emotion may have the most effective appeal * Templates can yield very effective ads * Advertising is often unprofitable Effective Advertising will be an important addition to courses at the graduate or undergraduate level in advertising, marketing, communication, and journalism. It will also be an invaluable reference for professionals and researchers working in these fields.