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Advances in Advertising Research (Vol. VI): The Digital, the by Peeter Verlegh, Hilde Voorveld, Martin Eisend

By Peeter Verlegh, Hilde Voorveld, Martin Eisend

This ebook presents insights into the inspiring and multifaceted box of advertisements study, that's faced with demanding situations relating to advert content material and execution, media placement, in addition to on-line and social media. Distinguishing among electronic, vintage, refined, and substitute advertisements codecs, well known students from around the world give a contribution cutting-edge examine on those matters in 30 chapters. Advances in ads study are released via the ecu ads Academy (EAA). This quantity is a compilation of analysis offered on the thirteenth foreign convention in advertisements (ICORIA), which used to be held in Amsterdam (The Netherlands) in June 2014. The convention amassed round a hundred and fifty members from assorted international locations from Europe, North-America, Asia, and Australia.

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Additional info for Advances in Advertising Research (Vol. VI): The Digital, the Classic, the Subtle, and the Alternative

Example text

From a corporate perspective, respondents emphasised the need to avoid using social media as a traditional broadcast advertising medium. A key difference between the social media context and traditional media such as radio or television is that, unlike traditional broadcast media where the content is primarily provided by corporations for customer’s entertainment purposes, and where consumers have an expectation that the cost of that entertainment is advertising, in the social media context the platform is primarily for social interaction between individuals who share common interests and who do not accept that the cost of using the medium is advertising.

How to Achieve a Social Media Transformation Mark Kilgour, Sheila Sasser, and Roy Larke 1 Theory Development In the consumer decision making process there are four sources of information consumers use to assist in determining which brands they will consider for purchase; commercial, social, experiential, and public sources. Organisations have the most control over the commercial sources, but this information is usually viewed as the least credible from a consumer perspective. In contrast, experiential sources are usually the most reliable type of information, except in situations where a social source, such as a friend, is also an expert in that product category, in which case this social source may be perceived as more reliable.

However, if the ad is novel enough it may become part of the social conversation in social media. Most forms of advertising are however, essentially just another form of broadcast advertising and in many circumstances it may be more effective to continue to use traditional media such as TV or radio where there is at least some acceptance of advertising as the cost of using those media, and also provide those ads in a viewable social media context such as on the corporate Facebook page or on YouTube.

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