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Bachelor Thesis from the year 2013 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,3, University of Frankfurt (Main), language: English, abstract: Based on the Elaboration Likelihood Model this thesis aims at consolidating diverse research approaches to give an extensive outline of the various ways how visual elements - especially images - can influence a person's attitude towards the issue of a marketing communication. They can be persuasive arguments communicating relevant information, serve as peripheral cues that cause affective responses, or influence the amount or direction of the cognitive processing of other elements in the marketing communication they are used in. As a major part of marketing communications, visual elements have received extensive attention in marketing research. Many studies were conducted concerning their attitudinal impact on viewers, yet the majority only focuses on a limited range of their possible functions. Some concentrate on their ability to communicate product information, while others examine their ability to attract the viewer's attention to other message components that yield relevant information. Depending on its respective role in a persuasion process, a visual element can influence attitudes in various manners, and the resulting attitudes also differ in their persistence and behavioral impact. Therefore, it is crucial for marketing managers to understand the situational (e.g. distraction) and personal factors (e.g. need for cognition) as well as the properties of a visual element (e.g. issue-relevance) that cause it to assume one of these three roles on one occasion while assuming another in response to the next exposure.
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Elaboration Likelihood Model and Visual Marketing Communications
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GRIN Verlag, GRIN Verlag Jun 2022, 2022
ISBN 10: 3346501027
ISBN 13: 9783346501028
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Seller: BuchWeltWeit Ludwig Meier e.K., Bergisch Gladbach, Germany
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Taschenbuch. Condition: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -Bachelor Thesis from the year 2013 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,3, University of Frankfurt (Main), language: English, abstract: Based on the Elaboration Likelihood Model this thesis aims at consolidating diverse research approaches to give an extensive outline of the various ways how visual elements ¿ especially images - can influence a person¿s attitude towards the issue of a marketing communication. They can be persuasive arguments communicating relevant information, serve as peripheral cues that cause affective responses, or influence the amount or direction of the cognitive processing of other elements in the marketing communication they are used in.As a major part of marketing communications, visual elements have received extensive attention in marketing research. Many studies were conducted concerning their attitudinal impact on viewers, yet the majority only focuses on a limited range of their possible functions. Some concentrate on their ability to communicate product information, while others examine their ability to attract the viewer¿s attention to other message components that yield relevant information.Depending on its respective role in a persuasion process, a visual element can influence attitudes in various manners, and the resulting attitudes also differ in their persistence and behavioral impact. Therefore, it is crucial for marketing managers to understand the situational (e.g. distraction) and personal factors (e.g. need for cognition) as well as the properties of a visual element (e.g. issue-relevance) that cause it to assume one of these three roles on one occasion while assuming another in response to the next exposure. 52 pp. Englisch. Seller Inventory # 9783346501028
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Elaboration Likelihood Model and Visual Marketing Communications
Print on DemandSeller: buchversandmimpf2000, Emtmannsberg, BAYE, Germany
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Taschenbuch. Condition: Neu. This item is printed on demand - Print on Demand Titel. Neuware -Bachelor Thesis from the year 2013 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,3, University of Frankfurt (Main), language: English, abstract: Based on the Elaboration Likelihood Model this thesis aims at consolidating diverse research approaches to give an extensive outline of the various ways how visual elements ¿ especially images - can influence a person¿s attitude towards the issue of a marketing communication. They can be persuasive arguments communicating relevant information, serve as peripheral cues that cause affective responses, or influence the amount or direction of the cognitive processing of other elements in the marketing communication they are used in.As a major part of marketing communications, visual elements have received extensive attention in marketing research. Many studies were conducted concerning their attitudinal impact on viewers, yet the majority only focuses on a limited range of their possible functions. Some concentrate on their ability to communicate product information, while others examine their ability to attract the viewer¿s attention to other message components that yield relevant information.Depending on its respective role in a persuasion process, a visual element can influence attitudes in various manners, and the resulting attitudes also differ in their persistence and behavioral impact. Therefore, it is crucial for marketing managers to understand the situational (e.g. distraction) and personal factors (e.g. need for cognition) as well as the properties of a visual element (e.g. issue-relevance) that cause it to assume one of these three roles on one occasion while assuming another in response to the next exposure.GRIN Publishing GmbH, Waltherstraße 23, 80337 München 52 pp. Englisch. Seller Inventory # 9783346501028
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Elaboration Likelihood Model and Visual Marketing Communications
Seller: AHA-BUCH GmbH, Einbeck, Germany
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Taschenbuch. Condition: Neu. Druck auf Anfrage Neuware - Printed after ordering - Bachelor Thesis from the year 2013 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,3, University of Frankfurt (Main), language: English, abstract: Based on the Elaboration Likelihood Model this thesis aims at consolidating diverse research approaches to give an extensive outline of the various ways how visual elements ¿ especially images - can influence a person¿s attitude towards the issue of a marketing communication. They can be persuasive arguments communicating relevant information, serve as peripheral cues that cause affective responses, or influence the amount or direction of the cognitive processing of other elements in the marketing communication they are used in.As a major part of marketing communications, visual elements have received extensive attention in marketing research. Many studies were conducted concerning their attitudinal impact on viewers, yet the majority only focuses on a limited range of their possible functions. Some concentrate on their ability to communicate product information, while others examine their ability to attract the viewer¿s attention to other message components that yield relevant information.Depending on its respective role in a persuasion process, a visual element can influence attitudes in various manners, and the resulting attitudes also differ in their persistence and behavioral impact. Therefore, it is crucial for marketing managers to understand the situational (e.g. distraction) and personal factors (e.g. need for cognition) as well as the properties of a visual element (e.g. issue-relevance) that cause it to assume one of these three roles on one occasion while assuming another in response to the next exposure. Seller Inventory # 9783346501028
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Elaboration Likelihood Model and Visual Marketing Communications
Print on DemandSeller: preigu, Osnabrück, Germany
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Taschenbuch. Condition: Neu. Elaboration Likelihood Model and Visual Marketing Communications | Natalie Janetzko | Taschenbuch | Aus der Reihe: [.] stipendiaten-wissen | Englisch | 2022 | GRIN Verlag | EAN 9783346501028 | Verantwortliche Person für die EU: preigu GmbH & Co. KG, Lengericher Landstr. 19, 49078 Osnabrück, mail[at]preigu[dot]de | Anbieter: preigu Print on Demand. Seller Inventory # 122045795