Summary
Contents
Subject index
Advertising is a field that has attracted a great deal of academic attention, but to date there has been no summarizing of the state of the art of research. This far reaching and scholarly Handbook is edited by two highly respected and trusted thinkers in the field and includes contributions from leading academics based in both the UK and the USA. Tim Ambler and Gerald J. Tellis achieve their aim of setting advertising and the theory that underpins it in its historical and societal context, show-casing the most significant advertising research questions of our time and pointing readers in the direction of future avenues for fruitful investigation.
Communication and New Product Adoption
Communication and New Product Adoption
Although both advertising and new products have been the subject of considerable research, work directly relating the two is relatively scarce. Therefore, this chapter begins by first briefly delineating the new product adoption process and how advertising can influence it. In addition, this chapter focuses on a relatively understudied area of social interactions (such as word of mouth marketing) and the firm's influence on these processes. In this sense, this chapter is a companion to Chapter 5.5, which discusses the evolution of peer-peer media. We discuss how both new product adoption and advertisers' influence on this process can be modeled quantitatively.
While advertisers can influence the consumer's actions through advertising, consumer decisions are often impacted ...
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