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Advertising Confluence

Transitioning Marketing Communications into Social Movements

  • Book
  • © 2015

Overview

Editors:
  1. Anshu Saxena Arora

    1. Savannah State University, USA

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    You can also search for this editor in PubMed   Google Scholar

  2. Sabine Bacouël-Jentjens

    1. ISC Paris Business School, France

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    You can also search for this editor in PubMed   Google Scholar

Part of the book series: International Marketing and Management Research (INMAMAR)

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Table of contents (9 chapters)

  1. Front Matter

    Pages i-xvi
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  2. From Lipophilia to Lipophobia: The Role of Moral Entrepreneurs

    • Anne-Sophie Bacouël, Sabine Bacouël-Jentjens
    Pages 1-13

  3. Creative Advertising Appeals on Global Cultural Spectrum

    • John Hudson, Anshu Saxena Arora
    Pages 14-27

  4. Polysemy in Advertising: A Study of the Effects of Advertising Messages on Decision Making

    • William Chasteen, Shalonda Bradford
    Pages 28-44

  5. Does the Country of Origin Matter for Cosmetics? The “Made in France” Argument

    • Manon Rebufet, Leila Loussaief, Sabine Bacouël-Jentjens
    Pages 45-60

  6. Brand Diffusions and Brand Naming Strategies

    • Eric Billinger, Amit Arora
    Pages 61-74

  7. Say It without Saying It: How Consumers Interpret “Tropes” in Advertising and Its Impact on Campaign Success

    • Jamin Gordon, Jun Wu
    Pages 75-87

  8. How “True” Are Stereotypes? The Role of Stereotypes in Advertising

    • Grace Curry, Ulysses Brown III, Jun Wu, Anshu Saxena Arora
    Pages 88-98

  9. The Value of Social Networks in the World of Advertising

    • April Harris, Reginald Leseane
    Pages 99-116

  10. Afterword

    • Lisa Yount
    Pages 117-118

  11. Back Matter

    Pages 119-122
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Keywords

About this book

Advertising Confluence offers a unique blend of both traditional and contemporary social media thinking about advertising and integrated brand promotions throughout the world. Dr. Arora Anshu and Dr. Sabine Bacouel-Jentjens bring together articles that analyze creative social advertising in US, France, and Tunisia and offer a wide spectrum of advertising confluence from both the developed and emerging world. Contributors focus on both empirical studies with practical application as well as examinations of theoretical and methodological developments in the field of advertising studies. In all, they examine the wide range of global and local advertising strategies, the depth of integrated marketing communications, and the future of social media advertising.

Editors and Affiliations

  • Savannah State University, USA

    Anshu Saxena Arora

  • ISC Paris Business School, France

    Sabine Bacouël-Jentjens

About the editors

Anne-Sophie Bacouel, International School of Saint-Germain-en-Laye, France Amit Arora, Savannah State University, USA. Anshu S. Arora, Savannah State University, USA. April C. Harris, Senior Healthcare Consultant, UCSD and Lucille Packard Children's Hospital, USA. Eric Billinger, US Air Force Georgia Air National Guard, USA. Grace Curry, Savannah State University, USA. Jamin Gordon, GEICO, USA. John Hudson, Microsoft Corporation, USA. Jun Wu, Savannah State University, USA. Leila Loussaief, ISC Paris Business School, France. Manon Rebufet, ISC Paris Business School, France. Reginald Leseane, Savannah State University, USA. Sabine Bacouel-Jentjens, ISC Paris Business School, France. Shalonda Bradford, Savannah State University, USA. Ulysses J. Brown, III, Savannah State University, USA. William Chasteen, DGCpartners LLC, USA.

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