Dimensions Of Advertising Theory And Practice In Africa

Author : Rotimi Williams Olatunji
Publisher : Amalion Publishing
Page : 213 pages
File Size : 48,8 Mb
Release : 2013-09-30
Category : Social Science
ISBN : 9782359260199

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Dimensions of Advertising Theory and Practice in Africa by Rotimi Williams Olatunji Pdf

his book brings together cutting-edge research by leading African communication and media theorists to provide a broad but detailed survey of the history and present state of the art of advertising in Africa. The book is a thought-provoking reminder of the variety of approaches to the study of marketing communication on a continent where advertising is often taken for granted. From indigenous African forms of advertising – by street criers, wall paintings, and even olfactory appeals – to the latest experiments in integrated marketing communication via the Internet, home videos, smartphones, and social media, Dimensions of Advertising Theory and Practice in Africa is a comprehensive survey both of Africa's contributions to the globalized advertising industry and of the industry's profound affect on African economies and cultures. The first collection of its kind, the book marks an important moment in the study of marketing communication in Africa. It will be an essential text for years to come.

Author : Robert Crawford,Linda Brennan,Lukas Parker
Publisher : Taylor & Francis
Page : 236 pages
File Size : 54,5 Mb
Release : 2017-07-14
Category : Business & Economics
ISBN : 9781317421702

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Global Advertising Practice in a Borderless World by Robert Crawford,Linda Brennan,Lukas Parker Pdf

Cultural and regional differences in creating and managing advertising require unique responses to a dynamic, rapidly globalising business environment. To be global in advertising is no longer to be homogenised or standardised, it is to be at the leading edge of social and cultural trends that are changing the world as we know it. Global Advertising Practice in a Borderless World covers a wide range of adaptive advertising practices, from major and emerging markets, in mainstream and digital advertising. It focuses on understanding how the globalisation of advertising works in practice, explored in three sections: globalising advertising in a media and communications context; advertising in a global world; and global advertising in a digital world. Covering past, present and potential futures, through an impressive ensemble of global advertising practitioners and academics, the book combines academic rigour with practical insights to provide a comprehensive analysis of the changing dynamics between advertising and globalisation. It will be of great interest to researchers, educators and advanced students in advertising, global branding, international marketing, international business media, communication and cultural studies.

Author : Shelly Rodgers,Esther Thorson
Publisher : Routledge
Page : 548 pages
File Size : 40,8 Mb
Release : 2019-04-15
Category : Business & Economics
ISBN : 9781351208291

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Advertising Theory by Shelly Rodgers,Esther Thorson Pdf

Advertising Theory provides detailed and current explorations of key theories in the advertising discipline. The volume gives a working knowledge of the primary theoretical approaches of advertising, offering a comprehensive synthesis of the vast literature in the area. Editors Shelly Rodgers and Esther Thorson have developed this volume as a forum in which to compare, contrast, and evaluate advertising theories in a comprehensive and structured presentation. With new chapters on forms of advertising, theories, and concepts, and an emphasis on the role of new technology, this new edition is uniquely positioned to provide detailed overviews of advertising theory. Utilizing McGuire’s persuasion matrix as the structural model for each chapter, the text offers a wider lens through which to view the phenomenon of advertising as it operates within various environments. Within each area of advertising theory—and across advertising contexts—both traditional and non-traditional approaches are addressed, including electronic word-of-mouth advertising, user-generated advertising, and social media advertising contexts. This new edition includes a balance of theory and practice that will help provide a working knowledge of the primary theoretical approaches and will help readers synthesize the vast literature on advertising with the in-depth understanding of practical case studies and examples within every chapter. It also looks at mobile advertising in a broader context beyond the classroom and explores new areas such as native advertising, political advertising, mobile advertising, and digital video gaming.

Author : S. A. Chunawalla
Publisher : Unknown
Page : 744 pages
File Size : 47,6 Mb
Release : 2008
Category : Advertising
ISBN : 1441676112

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Foundations of Advertising by S. A. Chunawalla Pdf

Author : Sonny Nwankwo,Joseph F. Aiyeku
Publisher : Bloomsbury Publishing USA
Page : 325 pages
File Size : 46,5 Mb
Release : 2002-05-30
Category : Business & Economics
ISBN : 9780313077067

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Dynamics of Marketing in African Nations by Sonny Nwankwo,Joseph F. Aiyeku Pdf

Consider Africa—not with pre-established mindsets, unexamined assumptions, and bland generalizations—but for what Africa actually is: a setting in which marketers can gather new ideas and test old ones and perhaps emerge with a more varied, certain sense of what the marketing enterprise itself, is all about. Nwankwo, Aiyeku, and their contributing authors, all specialists with a remarkably wide range of experience and viewpoints, uncover the unexpected factors that they are certain will determine the success of selling just about any product or service to established or developing African nations. Original, eclectic, and agenda-setting, their book provides a startling insight into the dynamics of marketing in this fascinating region of the world as it continues to initiate the new macroeconomic and political reforms that are transforming the African continent into an important player on the international business scene. Nwankwo and Aiyeku see their book as a welcome attempt to identify and explore the institutional processes in which not only the study but also the practice of marketing is embedded. They work with three main themes: the processual issues, including theory development and the reconceptualization of conventional paradigms; the nature of the interrelationships that shape the dynamics of marketing overall; and the context-specific dimensions of marketing generally, its marketing operations. As the volume editors state: By and large, African nations present new contexts and new strategic challenges. As they become focused, certain general approaches as to how various characteristics influence marketing behaviors have to be established. This book, through addressing these contextual issues, provides a better focus for creating a relevant set of marketing activities in African situations.

Author : Richard Afriyie Owusu,Robert Hinson,Ogechi Adeola,Nnamdi Oguji
Publisher : CRC Press
Page : 400 pages
File Size : 43,9 Mb
Release : 2021-05-17
Category : Business & Economics
ISBN : 9780429535413

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Business-to-Business Marketing by Richard Afriyie Owusu,Robert Hinson,Ogechi Adeola,Nnamdi Oguji Pdf

Business-to-Business Marketing: An African Perspective: How to Understand and Succeed in Business Marketing in an Emerging Africa is a comprehensive application of the most current research results, concepts and frameworks to the African business-to-business (B-to-B) context. The chapters are designed to provide the reader with a thorough analysis of b-to-b. Important aspects like competitive strategy in B-to-B, marketing mix strategies, relationship management and collaboration, business services, big data analysis, and emerging issues in B-to-B are discussed with African examples and cases. As a result, the book is easy to read and pedagogical. It is suitable for courses at universities and other tertiary levels, undergraduate and graduate courses, MBA and professional B-to-B marketing programmes. Working managers will find it a useful reference for practical insights and as a useful resource to develop and implement successful strategies. The Authors Collectively the four authors have over 60 years of teaching and research in B-to-B marketing and management in and outside Africa. They have the managerial and consulting experience that has enabled them to combine theory with practice. Their experience and knowledge provide the needed background to uniquely integrate teaching and research with the realities of the African B-to-B market. Their command of and insight into the subject are unparalleled.

Author : Emmanuel C. Alozie
Publisher : Bentham Science Publishers
Page : 111 pages
File Size : 55,6 Mb
Release : 2015-01-06
Category : Business & Economics
ISBN : 9781608059768

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Capitalist Realism in Africa: Realities and Myths in Advertising by Emmanuel C. Alozie Pdf

“Capitalist Realism” in Africa: Realities and Myths in Advertising is a multifaceted analysis of the role of advertising in the national development of Nigeria, and by extension, other African Nations. The book examines the unique political, cultural and religious systems that create the context for advertising in African countries and describes the unique historical, social, economic, communication and political context within which the practice of advertising takes place. Since the end of the Cold War, the several African nations (or "emerging countries") have undertaken concrete efforts to reform their political, social, and economic institutions as they strive to join the global economy and improve the socioeconomic conditions of their citizens. To achieve these goals, administrators have relied on various forms of mass media – including advertising – to promote these reforms and socioeconomic development. Despite some unique challenges and opportunities as well as controversies surrounding the role of advertising in developing economies, advertising literature relevant to African countries remains in a blind spot. “Capitalist Realism” in Africa: Realities and Myths in Advertising bridges this gap by offering an in-depth analysis of advertising in an area of the world that has been largely neglected and provides a ground for generating a discussion about the practice of advertising in an African context.

Author : Thomas Anning-Dorson,Robert E. Hinson,Henry Boateng,Albert Anani-Bossman,Ayça Can Kirgiz,Meenakshi Gujral
Publisher : Springer Nature
Page : 318 pages
File Size : 45,5 Mb
Release : 2021-10-28
Category : Business & Economics
ISBN : 9783030813291

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Marketing Communications in Emerging Economies, Volume I by Thomas Anning-Dorson,Robert E. Hinson,Henry Boateng,Albert Anani-Bossman,Ayça Can Kirgiz,Meenakshi Gujral Pdf

The first of this two-volume work brings to the fore marketing communication theories and concepts that are prominent in emerging economy contexts, and highlights the opportunities and challenges within these markets. Offering a distinctive meaning and importance to both the practice and the theory of marketing communications in emerging economies, this collection introduces the foundational issues of marketing communications as well as the broader marketing communication environment and how they impact on communication strategy development and implementation. With contributors from diverse disciplines, the book establishes the importance of linking customer value creation, national culture and the management process with the marketing communications strategy. It highlights the critical role of research, the changing trends in marketing communication in the digital age and the communication opportunities for small and large brands. This book is a useful tool for orporate executives, educators, students, policymakers and businesses on marketing communication in emerging markets.

Author : Samuelson Appau
Publisher : Springer Nature
Page : 276 pages
File Size : 41,6 Mb
Release : 2021-09-11
Category : Business & Economics
ISBN : 9783030772048

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Marketing Brands in Africa by Samuelson Appau Pdf

This contributed volume serves as an authoritative reference and guide for anyone looking to study or build a brand in Africa. Despite being touted as the ‘last frontier’ of global brands, very little research exists that examines brands and branding in this emerging market. Authors cover crucial topics such as the history of branding in Africa, branding approaches used by start-ups, religious organizations, political parties, and businesses in the informal economies of Africa, as well as marketing Africa as a brand using practical cases, empirical and critical approaches. With the world’s youngest population and the second-fastest growing economies, Africa has quickly become a hotbed for marketing and consumption of local and global brands. While past research has mostly focused on examining the brand image of Africa and African countries, or on branding Africa as a place for tourist consumption, what is missing is a comprehensive guide that discusses the theory and practice of branding and brands in and from Africa. Through theoretical and practical contributions, the authors of this book seek to fill the knowledge gap about branding in and from Africa.

Author : Chunawalla S A,Sethia K C
Publisher : Unknown
Page : 835 pages
File Size : 49,6 Mb
Release : 1997
Category : Electronic
ISBN : 8174935509

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Foundations of Advertising Theory & Practice by Chunawalla S A,Sethia K C Pdf

Author : Joel Davis
Publisher : Unknown
Page : 0 pages
File Size : 50,7 Mb
Release : 1997
Category : Advertising
ISBN : 0132218135

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Advertising Research by Joel Davis Pdf

Unsurpassed in both its breadth and depth of coverage, this student-friendly text demonstrates how theory provides a foundation for the conduct of research and how theoretically sound, well-designed research makes a significant contribution to advertising practice. Offering an innovative approach that presents complex concepts in a simple, easy-to-understand, interesting style, Advertising Research: Theory and Practice uses hundreds of contemporary examples and illustrations to help students make the connection between advertising theory and advertising practice; leads students through the basics of advertising research: research planning, secondary research, sampling, experimentation, quantitative and qualitative research, questionnaire design, question development, data analysis, segmentation, communication and copy testing, and audience measurement; and provides in-depth, detailed discussion of important issues ignored by other advertising research texts: analysis of qualitative data, inferential statistics, advertising content analysis, perceptual mapping, advertising spending analysis, concept and benefit testing, copy testing from a legal perspective, and computer-assisted data analysis.

Author : Shelly Rodgers,Esther Thorson
Publisher : Routledge
Page : 592 pages
File Size : 45,7 Mb
Release : 2017-02-17
Category : Business & Economics
ISBN : 9781317225454

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Digital Advertising by Shelly Rodgers,Esther Thorson Pdf

Digital Advertising offers a detailed and current overview of the field that draws on current research and practice by introducing key concepts, models, theories, evaluation practices, conflicts, and issues. With a balance of theory and practice, this book helps provide the tools to evaluate and understand the effects of digital advertising and promotions campaigns. New to this edition is discussion of big data analysis, privacy issues, and social media, as well as thought pieces by leading industry practitioners. This book is ideal for graduate and upper-level undergraduate students, as well as academics and practitioners.

Author : Dr. Mahendra Kumar Padhy
Publisher : Laxmi Publications
Page : 275 pages
File Size : 47,8 Mb
Release : 2011-06
Category : Electronic
ISBN : 9789380856896

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Advertising Management : Theory & Practice by Dr. Mahendra Kumar Padhy Pdf

Author : Basil G. Englis
Publisher : Psychology Press
Page : 279 pages
File Size : 48,7 Mb
Release : 2013-11-19
Category : Business & Economics
ISBN : 9781317759775

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Global and Multinational Advertising by Basil G. Englis Pdf

Few applied disciplines are more sensitive to cross-cultural issues than marketing and consumer psychology. The chapters prepared for this volume reflect awareness of both similarities and differences within and across cultures. They include analyses of methodological issues, theoretical investigations of cultural and social values and their implications for marketing specialists, studies of gender- and sub-culture specific advertising, and investigations of advertising efforts in several different international markets. The scholars and advertising professionals who contributed these chapters will have much to say to consumer psychologists and marketing specialists alike.

Author : S. A. Chunawalla
Publisher : Unknown
Page : 755 pages
File Size : 44,9 Mb
Release : 2008-01-01
Category : Advertising
ISBN : 8184882009

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Foundations of Advertising by S. A. Chunawalla Pdf