Recent growth in the US economy has been in the service sectors, and increased
understanding of the marketing and advertising of services is critical to sustaining this …

A survey reveals four primary reasons why businesses use billboard advertising: visibility,
media efficiency, local presence, and tangible response. Insights on the relative importance …

Designed to help students become more successful persuaders, Persuasive Messages
offers practical advice on refining purpose, understanding audience, and designing a …

This research aims at evaluating the traditional communication channels, and the possible
impact that it may have on consumers purchase decision, particularly toward their choices of …

This book traces the progress of mass communications in India and the West from a
historical and sociological perspective, from primitive to modern times. Placing his argument …

Today, new media enter our lives faster than ever before. This volume provides a complete,
state-of-the-art overview of the newest media technologies and how they can be used in …

This study challenges the all-encompassing claim that global marketing integration has
created a cultural homogeneity (eg, Barber, 1995; Ritzer, 1998). The study closely analyzes …

This paper presents a communication model and nominal definition of advertising images
on the Internet, here called the netvertising image (Stern 2001). The model and attribute …

The everyday work practices of advertising art directors and copywriters are being
transformed by digital media technologies. While there has been a long-term scholarly …

The idea behind this study is to expose the factors which have greater influence on customer
buying behavior while making purchase decision through billboard advertisement. Here, in …