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Abstract The United States operates four dozen overseas agencies directly affecting its worldwide image. To these must be added state agencies and the private sector, including the communication media, the business community, tourists, entertainers. professionals. and academia — all of whom make...
Abstract This essay deals with what the writer believes is to be the dominant trend in advertising themes, rationale and technique in the next few years. He examines the reasons for the trend and briefly touches on what the internal organizational implications will be for advertisers.
Abstract The paper generally deals with the application of two-sided persuasive communication to advertising. Credibility of advertising and consumer response to present advertising practice is discussed. Theoretical considerations include expectancy theory and cognitive dissonance. Situations...
Abstract The author presents sight rules to be used in judging advertising creativity. They can be followed by anyone but are particularly applicable to new graduates entering the field of marketing. Each rule is discussed briefly using examples as illustrations wherever possible. The rules are:...
Abstract This paper reports an empirical study of advertising effectiveness measurement procedures adopted in 20 major UK companies. It concludes that few adopt a total approach to company marketing communications. Pragmatism is widely perceived as more important than global theoretical...
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