Handbook Of Research On The Future Of Advertising And Brands In The New Entertainment Landscape

Author : Miguélez-Juan, Blanca,Bonales-Daimiel, Gema
Publisher : IGI Global
Page : 463 pages
File Size : 40,8 Mb
Release : 2023-01-09
Category : Business & Economics
ISBN : 9781668439722

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Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape by Miguélez-Juan, Blanca,Bonales-Daimiel, Gema Pdf

In a globalized world full of noise, brands are constantly launching messages through different channels. For the last two decades, brands, marketers, and creatives have faced the difficult task of reaching those individuals who do not want to watch or listen to what they are trying to tell them. By producing fewer ads or making them louder or more striking, more brands and communications professionals are not going to get those people to pay more attention to their messages; they will only want to avoid advertising in all media. The Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape provides a theoretical, reflective, and empirical perspective on branded content and branded entertainment in relation to audience engagement. It reviews different cases about branded content to address the dramatic change that brands and conventional advertising are facing short term. Covering topics such as branded content measurement tools, digital entertainment culture, and government storytelling, this major reference work is an excellent resource for marketers, advertising agencies, brand managers, business leaders and managers, communications professionals, government officials, non-profit organizations, students and educators of higher education, academic libraries, researchers, and academicians.

Author : Khang, Alex,Shah, Vrushank,Rani, Sita
Publisher : IGI Global
Page : 554 pages
File Size : 51,8 Mb
Release : 2023-07-03
Category : Computers
ISBN : 9781668488539

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Handbook of Research on AI-Based Technologies and Applications in the Era of the Metaverse by Khang, Alex,Shah, Vrushank,Rani, Sita Pdf

The recent advancements in the field of the internet of things (IoT), AI, big data, blockchain, augmented reality (AR)/virtual reality (VR), cloud platforms, quantum computing, cybersecurity, and telecommunication technology enabled the promotion of conventional computer-aided industry to the metaverse ecosystem that is powered by AR/VR-driven technologies. In this paradigm shift, the integrated technologies of IoT and AI play a vital role to connect the cyberspace of computing systems and virtual environments. AR/VR supports a huge range of industrial applications such as logistics, the food industry, and manufacturing utilities. AI-Based Technologies and Applications in the Era of the Metaverse discusses essential components of the metaverse ecosystem such as concepts, methodologies, technologies, modeling, designs, statistics, implementation, and maintenance. Covering key topics such as machine learning, deep learning, quantum computing, and blockchain, this premier reference source is ideal for computer scientists, industry professionals, researchers, academicians, scholars, practitioners, instructors, and students.

Author : Sarma, Sarmistha,Gupta, Neha
Publisher : IGI Global
Page : 462 pages
File Size : 55,9 Mb
Release : 2023-01-31
Category : Business & Economics
ISBN : 9781668458556

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Handbook of Research on the Interplay Between Service Quality and Customer Delight by Sarma, Sarmistha,Gupta, Neha Pdf

Research in the field of service quality and consumer behavior has developed in many dimensions in the past decade. A number of models have been developed to determine the factors leading to satisfaction; however, within the past few years, scholars have proved that satisfaction is not sufficient to leave a strong mark in the minds of the customers. Service quality and customer delight have been the buzzwords in the business world in recent times as scholars have proven that customer delight is the key to customer retention. The Handbook of Research on the Interplay Between Service Quality and Customer Delight considers how companies around the world in a cross-cultural environment are dealing with service quality and customer delight and proposes a global outlook on the current trends, tactics, and opportunities. Covering key topics such as buyer funnels, consumer dissonance, and digital solutions, this reference work is ideal for business owners, managers, industry professionals, researchers, scholars, practitioners, academicians, instructors, and students.

Author : Krom, Ipek
Publisher : IGI Global
Page : 397 pages
File Size : 53,7 Mb
Release : 2022-06-24
Category : Business & Economics
ISBN : 9781799896746

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Handbook of Research on Global Perspectives on International Advertising by Krom, Ipek Pdf

International advertising is an important discipline in social sciences studies and though many books and articles have been published surrounding international advertising, only a few of them contain information about the advertising industry related to specific international countries and regions. Additional consideration on how advertising is utilized across the world is vital to understand the current best practices, challenges, and opportunities in the marketing field. The Handbook of Research on Global Perspectives on International Advertising considers various perspectives on international advertising through global and local lenses and discusses strategies and tactics of advertising across the globe. Covering topics such as branding, political advertising, cultural features, and tourism advertising, this reference work is ideal for industry professionals, academicians, practitioners, researchers, scholars, instructors, and students.

Author : Akel, Gökhan
Publisher : IGI Global
Page : 596 pages
File Size : 40,7 Mb
Release : 2022-06-24
Category : Business & Economics
ISBN : 9781668443828

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Handbook of Research on Interdisciplinary Reflections of Contemporary Experiential Marketing Practices by Akel, Gökhan Pdf

Technology has brought many innovations and changes in experiential design and experiential products and services. The digital transformations brought about by technology have led to problem-solving, creative functioning, and unique improvements along with experiences. Human-digital experience interaction prevails in many areas of modern society, and in order to evaluate this interaction, a more balanced understanding of digital and experience processes is required. The Handbook of Research on Interdisciplinary Reflections of Contemporary Experiential Marketing Practices discusses innovative research on experiential marketing and evaluates the interdisciplinary reflections of practices from different perspectives. The book also explores how the concept of experience is developed, managed, and marketed according to current consumer needs and motivations. Covering critical topics such as experience economy and tourism experience management, this reference work is ideal for managers, marketers, hospitality professionals, academicians, practitioners, scholars, researchers, instructors, and students.

Author : Maiwashe-Tagwi, Aluwani,Mawela, Ailweli Solomon,Chauke, Phineas Khazamula
Publisher : IGI Global
Page : 255 pages
File Size : 50,5 Mb
Release : 2023-03-20
Category : Technology & Engineering
ISBN : 9781668447826

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Global Agricultural and Food Marketing in a Global Context: Advancing Policy, Management, and Innovation by Maiwashe-Tagwi, Aluwani,Mawela, Ailweli Solomon,Chauke, Phineas Khazamula Pdf

Over 70% of food production is in the hands of farmers; however, numerous studies have shown that smallholder farmers do not have access to markets. The reasons for this failure have been attributed to a lack of financial resources and infrastructure. To date, no one has questioned the role that graduates, academics, agricultural economists, and agricultural extension officials play in the plight of market access. Global Agricultural and Food Marketing in a Global Context: Advancing Policy, Management, and Innovation discusses key aspects of the agricultural marketing context including the policy environment, the available local markets and how they operate, the conditions and requirements for international trade, the logistic system operations, and the technology developments in marketing. Covering topics such as produce, food production, and digital marketing, this reference work is ideal for farmers, government officials, policymakers, researchers, scholars, academicians, practitioners, educators, and students.

Author : Singh, Amandeep,Mittal, Amit,Unanoglu, Murat
Publisher : IGI Global
Page : 325 pages
File Size : 41,9 Mb
Release : 2023-03-07
Category : Business & Economics
ISBN : 9781668481790

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Enhancing Customer Engagement Through Location-Based Marketing by Singh, Amandeep,Mittal, Amit,Unanoglu, Murat Pdf

Proponents applaud location-based advertising as a way to bridge the gap between online and physical customer experiences and promote impulse purchases. Skeptics question whether location-based marketing (LBM) will cause consumer burn-out and violate consumer privacy if the data that is gathered through LBM is not used, shared, protected, and stored properly. Companies engaging in LBM should take measures to ensure customer privacy through stringent opt-in policies and security safeguards. Enhancing Customer Engagement Through Location-Based Marketing presents the main techniques of geo-marketing, introduces the idea of a "geo-marketing mix,” and develops the mobile marketing concept based on geolocation techniques. Covering key topics such as data management, augmented location, and mobile targeting, this premier reference source is ideal for business owners, entrepreneurs, managers, marketers, policymakers, researchers, academicians, practitioners, scholars, instructors, and students.

Author : Elhaoussine, Youssef,Wang, Lulu
Publisher : IGI Global
Page : 299 pages
File Size : 55,9 Mb
Release : 2023-01-23
Category : Business & Economics
ISBN : 9781668449578

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Cases on Social Justice in China and Perspectives on Chinese Brands by Elhaoussine, Youssef,Wang, Lulu Pdf

As a rising superpower and economy, China and the Chinese society have attracted the attention of the world. However, because of the language and cultural barrier, it is difficult for foreign academics and the foreign public to grasp what is happening within Chinese society. This is particularly the case if a foreign audience wishes to understand the Chinese public and how social justice plays out in China. Cases on Social Justice in China and Perspectives on Chinese Brands proposes an objective view of the effect that social justice and online public debates had on brands by describing and reporting the real situation in China where brands faced a public outcry after a controversial event and by considering how the brands were affected. Covering key topics such as brand activity, social media, boycotts, vulgar marketing, and salary disputes, this reference work is ideal for government officials, policymakers, researchers, scholars, academicians, practitioners, instructors, and students.

Author : Anonim
Publisher : Unknown
Page : 128 pages
File Size : 54,5 Mb
Release : 2022
Category : Electronic
ISBN : 1668460912

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EXAMINING THE FUTURE OF ADVERTISING AND BRANDS IN THE NEW. by Anonim Pdf

Author : Gbadamosi, Ayantunji
Publisher : IGI Global
Page : 346 pages
File Size : 52,8 Mb
Release : 2022-05-20
Category : Business & Economics
ISBN : 9781668435922

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Critical Perspectives on Diversity, Equity, and Inclusion in Marketing by Gbadamosi, Ayantunji Pdf

Marketers have attracted criticism from advocates of marketing ethics for not giving equal attention to all consumers. In other contexts, other nomenclatures such as “less privileged” or “low-income consumers” are being used to describe consumers. However, a critical view of the scope of the disadvantaged consumers shows that it is beyond having limited income and encapsulates all forms of limitations that prevent full inclusion in marketplace opportunities. Critical Perspectives on Diversity, Equity, and inclusion in Marketing focuses on exploring diversity, equity, and inclusion in marketing as related to individuals, groups, organizations, and societies. It provides insight into consumption practices, diversity, inclusion, limitations, and their theoretical and practical implications. Covering topics such as ethnic identity negotiation, marketing implications, and consumer vulnerability, this premier reference source is an eclectic resource for business leaders and managers, marketers, sociologists, DEI professionals, libraries, students and educators of higher education, researchers, and academicians.

Author : Santos, José Duarte,Sousa, Bruno Miguel
Publisher : IGI Global
Page : 332 pages
File Size : 47,7 Mb
Release : 2022-09-30
Category : Business & Economics
ISBN : 9781668455258

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Promoting Organizational Performance Through 5G and Agile Marketing by Santos, José Duarte,Sousa, Bruno Miguel Pdf

It is well understood that many business operations are evolving to fit within the mold of society’s technological advancement. This is no different for marketing. While there are indicators proving the evolution of marketing, there are still many questions that must be addressed when examining the changes made to the field: whether this evolution will force new tactics, whether it will be reduced to technological tools, and more. These questions must be answered in order to allow organizations to be more customer-oriented and competitive. Promoting Organizational Performance Through 5G and Agile Marketing provides knowledge and skills to allow readers the ability to understand the evolution and trends of marketing, as well as its implications in organizations and customer relationships. It consolidates concepts introduced in recent years and examines possible opportunities to broaden the breadth of marketing, demonstrating its interdisciplinarity. Covering topics such as loyalty programs, brand attachment, and purchase intention, this premier reference source is an excellent resource for business leaders and executives, brand managers, IT managers, marketers, communications professionals, students and faculty of higher education, librarians, researchers, and academicians.

Author : Bathla, Devesh,Singh, Amandeep
Publisher : IGI Global
Page : 255 pages
File Size : 46,6 Mb
Release : 2022-06-24
Category : Business & Economics
ISBN : 9781668461358

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Applying Metalytics to Measure Customer Experience in the Metaverse by Bathla, Devesh,Singh, Amandeep Pdf

In many ways, the appearance of the metaverse is an unparalleled progression. A number of new technologies have come together to enable its vision. Augmented reality (AR) and virtual reality (VR) headsets have become cheaper and more powerful improving the user experience. Blockchain has enabled digital currencies and NFTs. The new methods to transact and own digital goods are allowing creators to monetize their activities through tokens. In addition to monetization, and as a means to exchange value, token-holders can also participate in the platform’s governance (e.g., vote on decisions). This democratic ownership economy coupled with the possibility of interoperability could unlock immense economic opportunities whereby digital goods and services are no longer captive to a singular gaming platform or brand. As the world steps into the metaverse, it is imperative to spark conversations with all objects and those interacting within the next dimension. Applying Metalytics to Measure Customer Experience in the Metaverse introduces metalytics, a new perspective on analytics for the new dimension of spatial and immersive Web 3.0. It presents the new conversations in the elements of a new digital age converging at a large scale. Covering topics such as big data analytics, financial services, and network analysis, this premier reference source is an essential resource for business leaders and executives, IT managers, entrepreneurs, financial specialists, consultants, statisticians, marketers, government officials, students and educators of higher education, librarians, researchers, and academicians.

Author : Yilmaz, Recep
Publisher : IGI Global
Page : 400 pages
File Size : 52,5 Mb
Release : 2019-06-28
Category : Business & Economics
ISBN : 9781522597919

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Handbook of Research on Narrative Advertising by Yilmaz, Recep Pdf

Narration can be conceptualized as conveying two or more events (or an event with a situation) that are logically interrelated and take place over time and have a consistent topic. The concept includes every storytelling text. The advertisement is one of the text types that includes a story, and the phenomenon conceptualized as advertising narration has gained new dimensions with the widespread use of digital media. The Handbook of Research on Narrative Advertising is an essential reference source that investigates fundamental marketing concepts and addresses the new dimensions of advertising with the universal use of digital media. Featuring research on topics such as branding, mobile marketing, and consumer engagement, business professionals, copywriters, students, and practitioners will find this text useful in furthering their research exposure to evolutionary techniques in advertising.

Author : Sean Brierley
Publisher : Routledge
Page : 288 pages
File Size : 44,7 Mb
Release : 2005-08-04
Category : Business & Economics
ISBN : 9781134842834

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The Advertising Handbook by Sean Brierley Pdf

The Advertising Handbook is a critical introduction to the practices and perspectives of the advertising industry. Sean Brierley explores the structures of the profession and examines the roles of all those involved in advertising including businesses, agencies, consultancies and media owners. The Advertising Handbook traces the development of advertising and examines the changes that have take taken place from its formative years through to today's period of rapid change: the impact of new media, the rise of the ad agency, industry mergers, the Internet and digital technologies, and the influence of the regulatory environment. The Advertising Handbook offers a theoretical understanding of the industry and it challenges many assumptions about advertising's power and authority. Thoroughly revised and updated, it examines why companies and organisations advertise, how they research markets, where and when they advertise, the principles and techniques of persuasion and how companies measure performance. The Advertising Handbook includes: Illustrations from a range of high-profile campaigns including Budweiser, Barnardo's, Benetton and Club 18-30 New and detailed 'workshop' exercises accompanying each chapter Case studies and profiles of ad agencies and key media players A revised and up-to-date glossary of key terms A guide to useful web and online resources

Author : Nripendra P. Rana,Emma L. Slade,Ganesh P. Sahu,Hatice Kizgin,Nitish Singh,Bidit Dey,Anabel Gutierrez,Yogesh K. Dwivedi
Publisher : Springer Nature
Page : 337 pages
File Size : 54,6 Mb
Release : 2019-11-11
Category : Business & Economics
ISBN : 9783030243746

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Digital and Social Media Marketing by Nripendra P. Rana,Emma L. Slade,Ganesh P. Sahu,Hatice Kizgin,Nitish Singh,Bidit Dey,Anabel Gutierrez,Yogesh K. Dwivedi Pdf

This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.