The psychology of advertising

This book discusses key topics from the fields of social and consumer psychology. Important questions are addressed in the volume, such as:

• What impact does advertising have on consumer behavior? What causes this impact?
• What are the psychological processes responsible for the effectiveness of advertising
• How do consumers make sense of advertising messages?
• What messages “get across” and when and why?

This is the first book to offer a comprehensive and state-of-the-art overview of psychological findings on the impact of advertising, and to discuss this research in the context of recent developments in the fields of social and consumer psychology. It presents and discusses results of both classic and contemporary studies in an engaging style that avoids highly technical language.

The authors have included a glossary of frequently used concepts which assists student comprehension, making it a unique and invaluable volume for advanced undergraduate and graduate students as well as researchers and lecturers in social psychology, marketing and communications. It is also a useful resource for professionals.

Bob M. Fennis works as a Professor in Consumer Behavior at the Department of Marketing at Groningen University. His research interests include persuasion, social influence processes and the dynamics of “automatic” consumer behavior. His research focuses, and non-conscious influences on consumer goal pursuit and purchase behavior.

Wolfgang Strobe is Professor of Social Psychology at Utrecht University. He is a former president of the European Association of Social Psychology, a fellow of numerous psychological societies (e.g. BPS, APS) and co-editor (with Miles Hewstone) of the European Review of Social Psychology. One of his major research interests is strategies of attitude and behavior change, and he has published widely on this topic.

“This book is extremely well-written. The authors have done an outstanding job of explaining and summarizing complex topics in a manner that advanced undergraduates and graduate students can understand and appreciate. The book is thorough, accurate and scientifically grounded and is the most sophisticatedand advanced summary of the host of psychological processes that influence advertising effectiveness.”

- Frank R. Kardes, College of Business, University of Cincinnati, USA.

“This book provides an impressive, elaborate and thoroughly researched review of the academic literature on the psychology of attitudes and attitude change, with an emphasis on advertising and consumer behavior. It provides a well written overview of the research, I learned a lot from reading it, and enjoyed it greatly.”

- Peter verlegh, Rotterdam School of Management, Erasmus University, The Netherlands.

Online consumer behavior

“Online Consumer Behavior: Theory and Research in Social Media, Advertising, and e-Tail is an important book brimming with compelling insights into consumer’s use of social media, virtual worlds, online games, online shopping, and more. These studies address a great blend of consumer issues like consumer activism, identity performance, and privacy issues, as well as marketing management implications related to political campaigning, online art in the ever-changing world of the internet, this is it.”

- Russell Belk, Schulich School of Business, York University

“It’s impossible to think about consumers nowadays without considering online behavior. But when, how, and why things like social media and electronic commerce impact what people do is less understood. This book shines an important light on these new and emerging areas.”

- Jonah Berger, The Wharton School, University of Pennsylvania

“Today, consumers purchase products and services in brick and mortar stores, through online Web sites as well as other venues. They share information readily and instantaneously via multiple social media outlets. Consequently, in many respects, researchers have had to rethink how to study consumers’ behavior. Indeed, one of the effects of the World Wide Web is to make available to consumers throughout the world products and services any time of the day and night. It is important that we have this volume not only to raise critical research questions but also to begin suggesting solutions and to gain understanding of this phenomenon. This timely book is an essential reference for helping us understand the implications of online consumer behavior.”

- From the Foreword by Kent B. Monore, J.M. Jones Distinguished Professor of Marketing Emeritus, University of Illinois.

Marketing dictionary

As the management guru Peter Drucker said, “Marketing is so basic that it can’t be considered as a separate function on a par with others such as manufacturing or personnel. It is a central dimension of the business. It is the whole business seen from the customer’s point of view.”

Marketing does not have the status of a profession with standardized professional qualifications such as those that distinguish law, medicine, and even accountancy. In most companies, marketing is not a board-level function, such as finance and sometimes human resources. Nevertheless, I confidently predict that marketing will be perceived as a full profession within the next 30 years, with established professional qualifications and higher status, from the traditional west to the rising countries of Asia, South America, and Africa.

The format of the dictionary is by subject-based alphabetical entries, with mini essays on how they might be used. There are also appendices which chart the history and development of marketing, which provide web resources of brands, advertising campaigns, and slogans, and which provide web resources for further study. as with markets, some segments merit more attention than others.

It is a good time for students to be thinking of marketing as a profession.

I have tried, in compiling this Dictionary of Marketing, to reflect the crossroads that marketing has reached, and the tensions within it, as well as its substantial achievements, influence, and possibilities. I have given much space to the new techniques of marketing in this age of the World Wide Web and information-rich age, without neglecting the tried and tested techniques, models, and assumptions of classic marketing which have served many generations well. All of the related fields which have influenced on marketing are explained instead of giving just definitions.

Brands and brand Management

“This volume reflects the work of arguably the most talented collection of brand researchers at any top business school in the world, as well as contributions of other leading brandings thought leaders from organizations. It offers perspectives and insights that will be vital to successful brand management in the future. Specifically, it addresses branding topics that have been of enduring interest (brand extensions and brand alliances) as well as topics that have become increasingly more important in recent years (corporate social responsibility and brand emotions). It provides alternative perspectives on brands and their meaning, measurements, management and protection.”

- Kevin Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business, Dartmouth University, Internationally known branding expert and author of “Strategic Brand Management”

“This cutting edge volume offers an authoritative approach to understanding the science of branding. The chapters from top experts on branding mine the best research from a range of disciplines, providing fascinating insights for scholars and managers alike. If you have ever wondered how to design successful brand alliances, how to cultivate brand loyalty among consumers, how brands develop symbolic meanings, and why some brands become “cultural icons” then read this book”.

- Sharon Shavitt, Walter H. Stellner Professor of Marketing University of Illinois, President- elect Association for Consumer Research

“This book provides a nice balance of reflective academic perspectives in brands (especially the psychological aspects underlying brands) and their management along with a clear recognition of the challenges and demands faced by contemporary practitioners. Well accomplished chapter authors provide a succinct review of the current state of knowledge of various aspects of brands. The authors also provide an agenda for future research and the areas of collaboration between academics and practitioners.”

- Curtis P. Haugtvedt, Professor of Marketing, Fisher College of Business, The Ohio State University

“A wonderfully comprehensive examination of brands from a cultural, analytical and emotional perspective.”

- John Gerzema, Author of “The Brand Bubble” and Chief Insights officers, Young and Rubicam Group

“The novelty of the book is to address branding from a research perspective. This is an impressive list of contributors and the book is very comprehensive in its scope.”

- Mark Bately, author of “Brand Meaning”