Category Home
>
Communication
>
Advertising and Public Relations
Generated from local file. Cache size:400 (not visible in beta/prod)
Comparative Advertising
Read full-text books and articles on:
Comparative Advertising
1.
Comparative Advertising and Brand Evaluation: Toward Developing a Categorization Approach, in Journal of Consumer Psychology
by Rita Snyder. 16 pgs.
Journal Article
2.
Effects of Print Comparative Political Advertising on Political Decision-Making and Participation, in Journal of Communication
by Bruce E. Pinkleton. 13 pgs.
Journal Article
3.
Attention, Attitude and Affect in Response to Advertising (Chap. 5 "The Psychology of Comparative Advertising")
by Timothy C. Brock, Eddie M. Clark, David W. Stewart. 330 pgs.
Book
Show Table of Contents [+]
Hide Table of Contents [-]
Title Page
Contents
Preface
ACKNOWLEDGMENTS
Chapter 1: Introduction
Part I: Historical and Contemporary Perspectives on Advertising Research
Chapter 2: The First 90 Years of Advertising Research
Chapter 3: Modeling the Effectiveness of Advertising in Contemporary Markets: Research Findings and Opportunities
Part II: Attention Processes the Response to Advertising
Chapter 4: How Readers Process Newspaper Advertising
Chapter 5: The Psychology of Comparative Advertising
Chapter 6: Attention as an Epiphenomenon: Some Implications for Advertising
Chapter7: Gender Differences in Cortical Organization: Social and Biochemical Antecedents and Advertising Consequences
Part III: Advertising and the Processes of Attitude Formation and Change
Chapter 8: Theory and Method in the Study of Ad and Brand Attitudes: Toward a Systemic Model
Chapter 9: The Effect of Music on Brand Attitudes: Affect- or Belief-Based Change?
Chapter 10: Test of Schema Correspondence Theory of Persuasion: Effects of Matching an Appeal to Actual, Ideal, and Product "Selves"
Chapter 11: Music and Spokesperson: Effects on Recall and Cognitive Response to a Radio Advertisement
Part IV: Affect and Advertising
Chapter 12: Responses to Emotional and Informational Appeals: The Moderating Role of Context-Induced Mood States
Chapter 13: The Role of Affect in Political Advertising:
Part V: Advertising Price
Chapter 14: How to Advertise Price
Part VI: Advertising and Health
Chapter 15: Is Health Behavior Consumer Behavior?
Chapter 16: Warning Label Location, Advertising, and Cognitive Responding
Chapter 17: Advertising, Weight Loss, and Eating Disorders
Author Index
Subject Index
4.
The Yearbook of Copyright and Media Law Vol. 4 ("The Use of Competitors' Trade Marks in Advertising: Honest, Fair or Not?" begins on p. 67)
by Eric M. Barendt, Stephen Bate, John Ensor, Alison Firth, Thomas Gibbons, Julia Palca. 432 pgs.
Book
Show Table of Contents [+]
Hide Table of Contents [-]
Title Page
Contents
Table of Cases
Part 0ne Articles
Copyright Law and Censorship--The Impact of the Human Rights Act 1998
The Problems of Personality Merchandising in English Law--The King, the Princess, and the Penguins
The Use of Competitors' Trade Marks in Advertising: Honest, Fair or Not?
Freedom of Speech in Cyberia
Libel Damages: the Beginning of the End?
Forum Shopping in Libel Actions
Freedom of Expression Under the South African Constitution
Spirits in the Material World. Musicians, Lawyers, and the Scope and Legal Enforceability of Music Contracts
Part Two Special Survey
The Term Directive and Its Implementation
Part Three Annual Surveys
Copyright Law in 1997-8: Developments in Substantive Copyright Law
The Music Industry in 1997-8
Ec and Uk Competition Law Developments
Developments in the Law Relating to Remedies in Practice and Procedure
Developments in the Collective Administration of Copyrights
Review of Trade Marks and Passing off Cases
Survey of the Main Developments in the Field of Broadcasting Law in 1997 and 1998
Main Developments in the Field of Local Delivery and Associated Telecommunications Services
The European Convention on Human Rights and Media Law
Libel Law
Contempt of Court, Reporting Restrictions, and Disclosure of Sources
Part Four Review of Books
Rachael Craufurd Smith, Broadcasting Law and Fundamental Rights, Oxford: Clarendon Press, 1997, Xix; 274pp (£45.00).
Michael F. Flint, a User's Guide to Copyright, London: Butterworths, 1997, XXV + 451pp (£40.00).
David Gillies and Roger Marshall, Telecommunications Law, London
Richard Arnold, Performers' Rights, London: Sweet & Maxwell, 1997, XLIII + 231pp + Appendices 168pp + Index 26pp (£58.00).
Index
5.
Persuasion Processes Associated with Direct Comparative and Noncomparative Advertising and Implications for Advertising Effectiveness, in Journal of Consumer Psychology
by Cornelia Pechmann. 30 pgs.
Journal Article
Search the entire Questia Library for more on: Comparative Advertising
View all books and articles on comparative advertising
Customize your search: Search within the topic comparative advertising
[
refine search
]
Search in:
Books
Journals
Magazines
Newspapers
Encyclopedia
Research Topics
Type your specific word or phrase in the box above after the word
and
, then click
Search
.
Put exact phrases in double quotation marks. Do not put single words in quotation marks.
Comparative Advertising - Related Topics
Advertising Effectiveness
Advertising Ethics
Political Advertising
Visitors researching comparative advertising also searched on:
comparative advertising
comparative advertisement
comparative advertisements
comparative ad
comparative ads
product comparison
product comparisons
Search the Library
Customize your search: Search within the topic Comparative Advertising
[
refine search
]
Search in:
Books
Journals
Magazines
Newspapers
Encyclopedia
Research Topics
Type your specific word or phrase in the box above after the word
and
, then click
Search
.
Put exact phrases in double quotation marks. Do not put single words in quotation marks.
Related Topics
Advertising Effectiveness
Advertising Ethics
Political Advertising
Click here for more books and articles on comparative advertising
Sponsored Links
Read more than 5,000 classic books FREE!
Back to top
Newsletter
|
Privacy Policy
|
User Agreements
|
Questia School
|
About Us
|
Advertise with Us
|
Contact
|
Tools for Webmasters
|
FREE BOOKS
© 2009 - Questia Media America, Inc. All rights reserved. All service marks and trademarks are property of
Questia Media and its affiliates. Any advertising or navigational links included on this site are not necessarily
endorsed by the publishers or content providers whose materials appear on this site.