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The objective of the ebook is to develop extra systematic learn within the fields of advertisements and verbal exchange shape a world point of view. well known communique researchers from all over the world have contributed to the making of this e-book.
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Extra info for Advances in Advertising Research, Volume 1: Cutting Edge International Research
That is, a common approach can be adopted in the Eastern markets for the stimulation and development of consumer brand attitudes. Media effectiveness and availability are important issues in Hungary, as well as in Central Europe. Most markets are still dominated by television, for multiple reasons. First, TV is the most efficient tool for introducing major consumer brands, because of its reach. With the advent of commercial TV stations, consumers tend to watch more and more TV. Online advertising remains in its infancy and there are also major connectivity issues, including measurement and agency behaviour that is somehow less prepared to include online ads in the media plans.
Keller, K. L. (2003): Brand Familiarity and Advertising Repetition Effects. In: Journal of Consumer Research, 30 (September): 292-304. Cialdini, R. B. (1993): Influence. The Psychology of Persuasion. New York: William Morrow. Cialdini, R. B. (2001): Harnessing the Science of Persuasion. In: Harvard Business Review, 79 (9). 72-79. Consumer Behavior Seminar (1987): Affect Generalization to Similar and Dissimilar Brand Extensions. In: Psychology and Marketing, 4 (3). 225-237. , Luce, M. F. (2004): The Rationalizing Effects of Cognitive Load on EmotionBased Trade-off Avoidance.
Okazaki, Taylor and Zou (2006) applied the GMS in an advertising context, and proposed a structural model of advertising standardisation that explores (1) the factors that encourage firms to engage in standardised advertising; and (2) the impact of advertising standardisation on advertising effectiveness, and on two measures of firm performance. S. subsidiaries operating in the EU provide support for the model, and suggest that standardised advertising could enhance a firm’s financial and strategic performance when it fits the external environment and the internal resources of the firm.