Article review - Book Report/Review Example

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Summary – Journal of Advertising Article – Review – Journal of Advertising This article named “Journal of Advertising” written by Taiwanese writer named Chingching Chang was composed for Taiwanese University. The article focuses on advertising subject and has an abstract and well - defined content…
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Download file to see previous pages The article focuses on the point that the imagery advertisement has far more result producing than verbal form of advertisement. The article also pinpoints on the product evaluation factor in advertisement as it reveals the attributes of a product to the consumer. The author here is trying to put the fact in the mind of the reader that image fluency is the right way to trigger expectation and dreams in the mind of ad viewers. The article propagates that advertising narratives and mental stimulation are essential factors in advertising. However, highly imaginary advertisement can dilute the very essence of the ad and create uneven results. The author writes that cognitive functioning of an ad viewer helps him in processing information through ad images. Perceptual fluency, Conceptual fluency ,Comprehension fluency , Imagery fluency is also described here , that which helps in recalling information and images related to an advertisement subject. The author also scientifically projects an experiment where the imagery and personal depiction of advertisement is analyzed. The experiment is scientific ,although a common reader could get confused along the way. With questionnaire and equation in the experiment, the author has concluded that human process advertisement information by cognitive stimuli and subjective processing. Article – Summary – Brand Awareness in Business Market The article is about the marketing strategy in relation to customer and the importance of brand in creating niche for business. The author here states that brand is an important criterian in creating market value for a particular business. It is mostly the Business to consumer (B2C) which needs a strong brand to make a good sale of their product. However less brand importance is given by enterprise having Business to business customers. Here it is said that marketing and branding in B2C is giving priority on the risk factor undertook by customers while purchasing a product. These risks are categorized as organizational risk and personal risk. The author writes that sales increase is the main reason for enhancing branding activities in an enterprise. In case of B2B , the brand awareness is given emphasis and the relation between this factor and sales boost is being studied exclusively with the aid of research. A theory is used to study the relation between brand awareness and market performance which ultimately result in the increase of sale. The article presents a hypothesis study as to the effect of moderators on brand awareness and market performance. This study is done by giving important to elements like market characteristics, product homogeneity and technological turbulence. Apart from this from a wider angle, the characteristic of a typical buyer is laid down as buying center size, buying center heterogeneity and time pressure .The study methodology is conducted by collecting data through samples from a small strategic unit within a firm. In the conclusion the study revealed that B2B is based on branding for increased return on sales. Article review - Brand Awareness in Business Marke The article named “Brand awareness in business markets: When is it related to firm performance?” written by Christian Homberg is about brand and marketing strategy of businesses. The article starts by explaining that business with consumer enterprise emphasis on brand marketing while business with business customers ...Download file to see next pagesRead More
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