Open AccessBook
Ogilvy on Advertising
TLDR
Overture How to produce advertising that sells Jobs in advertising - and how to get them How to run an advertising agency How to get clients Open letter to a client in search of an agency Wanted: a renaissance in print advertising How to make TV commercials that sell Advertising corporations How to advertise foreign travel The secrets of success in business-to-business advertising Direct mail, my first love and secret weapon Advertising for good causes Competing with Procter & Gamble 18 Miracles of research What little I know about marketing Is America still top nation? Lasker, Resor, RubicAbstract:
Overture How to produce advertising that sells Jobs in advertising - and how to get them How to run an advertising agency How to get clients Open letter to a client in search of an agency Wanted: a renaissance in print advertising How to make TV commercials that sell Advertising corporations How to advertise foreign travel The secrets of success in business-to-business advertising Direct mail, my first love and secret weapon Advertising for good causes Competing with Procter & Gamble 18 Miracles of research What little I know about marketing Is America still top nation? Lasker, Resor, Rubicam, Burnett, Hopkins and Bernbach What's wrong with advertising? I predict 13 changes Reading list Index.read more
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Corporate Hypocrisy: Overcoming the Threat of Inconsistent Corporate Social Responsibility Perceptions
TL;DR: In this paper, the authors examine the effects of communication strategies a firm can use to mitigate the impact of these inconsistencies on consumer perceptions of corporate hypocrisy and subsequent beliefs about the firm's social responsibility and attitudes toward the firm.
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The role of expectancy and relevancy in memory for verbal and visual information: What is incongruency?
TL;DR: In this paper, the effect of using incongruent information to improve memorability of complex marketing communications is investigated, based on research in social cognition and information processing, and a theoretical framework is developed that posits two dimensions of infongruency: relevancy and expectancy.
Journal ArticleDOI
The development of a scale to measure perceived corporate credibility
TL;DR: In this article, the authors describe the development and validation of a short, reliable, and valid self-report scale designed to measure corporate credibility or the amount of expertise and trustworthiness that consumers perceive in a corporation.
Book
Encyclopedia of Creativity
TL;DR: In this article, the authors present a survey of the literature on creativity and its application in the field of computer science, including the following: M.A. Runco, Critical Thinking, Cognitive Style and Creativity, T.R. Proctor, Artificial Intelligence.
Journal ArticleDOI
Trait Aspects of Vanity: Measurement and Relevance to Consumer Behavior
TL;DR: In this paper, trait aspects of vanity are defined and scales measuring these aspects are developed, and extensive validation procedures are employed, including assessing the relationships between the vanity scales and numerous consumer-related attitudes and behaviors.