Branding and advertising (engelsk)

Detaljer

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Beskrivelse

In the first main part of the book, "Branding and communication", a number of chapters are concerned with the branding of corporations and the use of branding in advertising communication. The second main part of the bookgives insight into differentaspects of advertising effects; methods of measurement, and results of advertising and commercial communication in different settings. "Media and Targets" presents research concerning genres of advertising, audience reactions, attitudes towards the ads, and the role of advertising in relation to children as a target group. The fourth and final part of the book is concerned with the role of information processing and memory creation in advertising communication.

Indhold

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s. 284: Conceptualising Television Advertising/Lars Pynt Andersen In the first main part of the book, "Branding and communication", a number of chapters are concerned with the branding of corporations and the use of branding in advertising communication. The second main part of the bookgives insight into differentaspects of advertising effects; methods of measurement, and results of advertising and commercial communication in different settings. "Media and Targets" presents research concerning genres of advertising, audience reactions, attitudes towards the ads, and the role of advertising in relation to children as a target group. The fourth and final part of the book is concerned with the role of information processing and memory creation in advertising communication ; Indeholder: Branding and Communication; Advertising Effects; Media and Targets; Low Involvement and Emotional Responses