Download Proceedings of the 1993 Academy of Marketing Science (AMS) by Michael Levy, Dhruv Grewal PDF

By Michael Levy, Dhruv Grewal

This quantity contains the entire lawsuits from the 1993 Academy of selling technological know-how (AMS) Annual convention held in Miami seashore, Florida. The study and displays provided during this quantity conceal many points of selling technology together with business plan, customer habit, business-to-business advertising and marketing, foreign advertising, retailing, advertising schooling, between others.

Founded in 1971, the Academy of selling technological know-how is a world association devoted to selling well timed explorations of phenomena relating to the technological know-how of promoting in idea, examine, and perform. between its prone to contributors and the group at huge, the Academy bargains meetings, congresses and symposia that allure delegates from worldwide. shows from those occasions are released during this complaints sequence, which bargains a accomplished archive of volumes reflecting the evolution of the sector. Volumes carry state of the art learn and insights, complimenting the Academy’s flagship journals, Journal of the Academy of selling technology (JAMS) and AMS Review. Volumes are edited by way of best students and practitioners throughout a variety of topic components in advertising science.

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Extra resources for Proceedings of the 1993 Academy of Marketing Science (AMS) Annual Conference

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15). 09). There was a marginal interaction between program context and viewing group for scared-frightened-afraid. 05); there was no difference for the comedies. 09 vs. 30 vs. 008). Feelings of being repulsed-disgusted-turned off, scornful-disdainfulcontemptuous, puzzled-bewildered-confused, and shyembarrassed-Ashamed were not different between the two program context groups. Discussion The evidence from this study clearly shows that television programming can affect the emotional experiences of viewers.

These findings suggest that marketers should consider not only the characteristics of the brand to be presented, but also the characteristics of consumers' initial product category perceptions. In addition, subtyping appears to be a desirable outcome of a positioning strategy. Finally, brands that are differentiated, rather than subtyped, may be more vulnerable to competition. Consumers categorize products to facilitate storage and retrieval of product information. Marketers who understand these processes can develop marketing strategies that may improve the likelihood that their brands are chosen.

Hypotheses are presented about the effects of initial category structures on the evaluation of subsequently introduced brands, the effects of category structure on choice, and the influence of brand positioning on the updating of category perceptions. Results indicate four contributions. First, learning goal affects not only category 7 CHILLS AND CHUCKLES: mE EFFECTS OF PROGRAM CONTEXT ON VIEWER RESPONSES TO TELEVISION ADVERTISING Basil G. Englis, Rutgers University on shows with the highest Nielsen ratings, regardless of This strategy, however, turns out to be content.

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