Advertising Confluence
Transitioning Marketing Communications into Social Movements
1st Edition
Published on 15. December 2014
XVI, 122 pages
978-1-137-49226-5 (ISBN)
Description
Advertising Confluence offers a unique blend of both traditional and contemporary social media thinking about advertising and integrated brand promotions throughout the world. Dr. Arora Anshu and Dr. Sabine Bacouel-Jentjens bring together articles that analyze creative social advertising in US, France, and Tunisia and offer a wide spectrum of advertising confluence from both the developed and emerging world. Contributors focus on both empirical studies with practical application as well as examinations of theoretical and methodological developments in the field of advertising studies. In all, they examine the wide range of global and local advertising strategies, the depth of integrated marketing communications, and the future of social media advertising.
More details
Series
Language
English
Place of publication
New York
United States
Publishing group
Palgrave Macmillan US
Target group
Professional and scholarly
Product notice
Reflowable
Illustrations
XVI, 122 p.
File size
1,05 MB
ISBN-13
978-1-137-49226-5 (9781137492265)
DOI
10.1057/9781137492265
Schweitzer Classification
Other editions
Additional editions
A. Arora | S. Bacouël-Jentjens
Advertising Confluence
Transitioning Marketing Communications into Social Movements
Book
12/2014
Palgrave Pivot
€53.49
Shipment within 10-20 days
Persons
Anne-Sophie Bacouel, International School of Saint-Germain-en-Laye, France
Amit Arora, Savannah State University, USA.
Anshu S. Arora, Savannah State University, USA.
April C. Harris, Senior Healthcare Consultant, UCSD and Lucille Packard Children's Hospital, USA.
Eric Billinger, US Air Force Georgia Air National Guard, USA.
Grace Curry, Savannah State University, USA.
Jamin Gordon, GEICO, USA.
John Hudson, Microsoft Corporation, USA.
Jun Wu, Savannah State University, USA.
Leila Loussaief, ISC Paris Business School, France.
Manon Rebufet, ISC Paris Business School, France.
Reginald Leseane, Savannah State University, USA.
Sabine Bacouel-Jentjens, ISC Paris Business School, France.
Shalonda Bradford, Savannah State University, USA.
Ulysses J. Brown, III, Savannah State University, USA.
William Chasteen, DGCpartners LLC, USA.
Content
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
