English to Arabic translations [PRO]
Marketing - Advertising / Public Relations / Global Advertising Strategy | | English term or phrase: Informational/ transformational advertising | | I'm preparing a Glossary on Global advertising strategey in one of the U.K universities for MA level. |
| DqaryoutiKudoZ activityQuestions: 6 (none open) Answers: 0
| Local time: 06:40
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| | الأعلانات الأخبارية التوجيهية /الأعلان الأخبارى الوظيفي الموجه | Explanation:
Informational and Transformational Appeals
in Trade Publication Advertising
Michele D. Bunn, Bruce C. Bailey, Giles D’Souza, & Ronald J. Huefner
Abstract
While trade publications have played an increasing role in the communication strategy of business-to-business firms, little is known about advertising appeals or how they changed over time. Using a modification of Rossiter and Percy’s (1987) framework, we categorize 1,024 informational and transformational appeals from one horizontal trade journal (Journal of Accountancy) for the mid-decade years from the 1930’s to the 1990’s. We hypothesize changes in the use of appeals based on the evolution of theory and practice in organizational buying behavior.
The general findings indicate a decrease in informational appeals related to the traditional role of buyers, an increase in informational appeals related to the emerging role of buyers as problem solvers, and a corresponding increase in the use of transformational or “non-task” appeals over the same period. Overall, the advertising seems to reflect the development of our understanding of organizational buying.
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| Selected response from:
  Mohamed Gaafar
Egypt
Local time: 05:40
| Grading comment Selected automatically based on peer agreement.
4 KudoZ points were awarded for this answer |
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| Discussion entries: 0 |
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3 mins confidence:   peer agreement (net): +1
17 mins confidence: peer agreement (net): +2 | informational/ transformational advertising الأعلانات الأخبارية التوجيهية /الأعلان الأخبارى الوظيفي الموجه
Explanation:
Informational and Transformational Appeals
in Trade Publication Advertising
Michele D. Bunn, Bruce C. Bailey, Giles D’Souza, & Ronald J. Huefner
Abstract
While trade publications have played an increasing role in the communication strategy of business-to-business firms, little is known about advertising appeals or how they changed over time. Using a modification of Rossiter and Percy’s (1987) framework, we categorize 1,024 informational and transformational appeals from one horizontal trade journal (Journal of Accountancy) for the mid-decade years from the 1930’s to the 1990’s. We hypothesize changes in the use of appeals based on the evolution of theory and practice in organizational buying behavior.
The general findings indicate a decrease in informational appeals related to the traditional role of buyers, an increase in informational appeals related to the emerging role of buyers as problem solvers, and a corresponding increase in the use of transformational or “non-task” appeals over the same period. Overall, the advertising seems to reflect the development of our understanding of organizational buying.
Reference: http://advertising.utexas.edu/research/biblio/Methods.html
Reference: http://www.emeraldinsight.com/Insight/html/Output/Published/...
| Mohamed Gaafar
Egypt
Local time: 05:40
Works in field
Native speaker of:  English, Arabic
PRO pts in category: 12
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| | Grading comment | Selected automatically based on peer agreement. |
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