tailieunhanh - Creating Images and the Psychology of Marketing Communication

Image marketing is one of the fastest growing areas in marketing communications. In the fall of 2003, Time Magazine published a special supplement entitled “The Business of Image Marketing.” The publication is timely and clearly illustrates the public’s growing interest in the making and application of image. Although the emphasis of the supplement was on style, fashion, and design, the concept of image marketing also encompasses brands, individuals, and countries. Image creation provides a unique vehicle for communicating with consumers, one that does not necessarily follow traditional marketing rules | Creating Images ANDTHE Psychology of Marketing Communication Edited by Lynn R. Kahle Chung-Hyun Kim o J Creating Images and the Psychology of Marketing Communication Advertising and Consumer Psychology A Series sponsored by the Society for Consumer Psychology Aaker Biel Brand Equity Advertising Advertising s Role in Building Strong Brands 1993 Clark Brock Stewart Attention Attitude and Affect in Response Advertising 1994 Englis Global and Multi-National Advertising 1994 Goldberg Fishbein Middlestadt Social Marketing Theoretical and Practical Perspectives 1997 Haugtvedt Machleit Yalch Online Consumer Psychology Understanding and Influencing Consumer Behavior in the Virtual World 2005 Kahle Chiagouris Values Lifestyles and Psychographics 1997 Kahle Kim Creating Images and the Psychology of Marketing Communication Kahle Riley Sports Marketing and the Psychology of Marketing Communications 2003 Kardes Herr Nantel Applying Social Cognition to Consumer-Focused Strategy 2005 Mitchell Advertising Exposure Memory and Choice 1993 Schumann Thorson Advertising and the World Wide Web 1999 Scott Batra Persuasive Imagery A Consumer Response Perspective 2003 Shrum The Psychology of Entertainment Media Blurring the Lines Between Entertainment and Persuasion 2004 Thorson Moore Integrated Communication Synergy of Persuasive Voices 1996 Wells Measuring Advertising Effectiveness 1997 Williams Lee Haugtvedt Diversity in Advertising Broadening the Scope of Research Directions 2004