By Sabine Bacou?l-jentjens Anshu Saxena Arora
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Additional resources for Advertising Confluence: Transitioning Marketing Communications into Social Movements
Randomization was used to avoid systematic measurement errors as a result of respondent wear-out. 0010 Polysemy in Advertising homogenous with similar socio-demographic characteristics, only gender was included as a classification question. Thereafter, the findings were recorded for these focus groups and generalized for males versus females. 4). Women feel more threatened with the sight of blood in the ads. Men have a different thought process when it comes to blood so the affect was not the same.
Chandy, Tellis, Macinnis, & Thaivanich (2001) provide a framework for determining why certain appeals work better in different markets and cultures. Chinese commercials use more soft-sell approaches because it is not polite to be direct in the Chinese culture (Lin, 2001). Most modern, Western nations use more hard-sell approaches, with the exception of Britain. Britain uses soft-sell approach widely and effectively due to the presence of multicultural diverse population, differences in the social–cultural contexts, advertising industry environment variances, and differences in philosophy and execution that may be controlled by government and political structure (Nevett, 1992).
Journal of Consumer Research, 387–403. 0009 John Hudson and Anshu Saxena Arora Jolson M. (1986). Prospecting by Telephone Prenotification: An Application of the Foot-In-The-Door Technique. Journal of Personal Selling & Sales Management, 6(2), 39. , & Gentry L. (2007). Cultural Values in Arab and American Television Advertising. Journal of Current Issues and Research in Advertising, 29, 17. Lin C. (2001). Cultural Values Reflected in Chinese and American Television Advertising. Journal of Advertising, 30(4), 83–94.