Download Creating Images and the Psychology of Marketing by Lynn R. Kahle, Chung-Hyun Kim PDF

By Lynn R. Kahle, Chung-Hyun Kim

Книга developing photos and the Psychology of selling conversation developing photos and the Psychology of selling conversation Книги Психология, философия Автор: Lynn R. Kahle, Chung-Hyun Kim Год издания: 2006 Формат: pdf Издат.:Lawrence Erlbaum affiliates Страниц: 440 Размер: 3,6 ISBN: 0805852166 Язык: Английский0 (голосов: zero) Оценка:The function of constructing pictures and the Psychology of selling communique is to enhance the certainty of the idea that of photograph because it is utilized to varied components of curiosity. It additionally serves to fulfill the turning out to be curiosity in image-related experiences via the general public and lecturers, and offers an cutting edge and holistic method of the learn of photograph. The textual content displays the significance of name leveraging because the sections conceal in-depth dialogue on cross-country and tourism photographs, company and sponsorship photographs, person and megastar photos, and cultural and social photos. It offers a accomplished and holistic examine the idea that of photo: the subjects diversity from theories of photograph inventive to different picture reports on a rustic, company, and person point. The sections disguise the main themes presently being debated in snapshot advertising and the psychology of communications. a number of new and cutting edge innovations also are brought within the book.Creating photographs and the Psychology of promoting communique is meant for lecturers and students (including scholars) within the interdisciplinary fields of buyer psychology, advertising and marketing, and communique

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Extra resources for Creating Images and the Psychology of Marketing Communication

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His research interests are in marketing engineering, high-tech marketing, and international marketing, and he is actively engaged in research on them. Professor Jung’s consulting clients include companies such as Samsung Electronics and LG Electronics. Kwon Jung is currently an Associate Professor at the KDI School of Public Policy & Management in Korea. He received his PhD in marketing from the University of Illinois at Urbana–Champaign in 1996. He taught at the National University of Singapore before he joined the KDI School in 2002.

For example, an interactive image for Rocket Messenger Service depicted a delivery man with a rocket strapped to his back. Robertson (1987) reported that high-imagery brand names were generally more memorable than low-imagery names. , CBS, Mercedes Benz) have logos that most readers can instantly visualize in their mind’s eyes. Some brands have the additional nonverbal association of colors, such as Coca Cola red and IBM blue.

Simplex brands represent essentially one concept; multiplex brands represent two or more. 1. STRATEGY-BASED FRAMEWORK 19 Nonverbal Images Brands have associations with pictures and sounds as well as with words. There is some dispute over whether this kind of image is a stored representation or a mode of processing. Empirical findings are consistent with either view. Paivio (1969) proposed that nonverbal information is stored in memory in a separate code. , language-like) processing. Regardless of which of these perspectives is taken, imagery has been shown to improve memory.

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