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18:38 Nov 16, 2006 |
English to Arabic translations [PRO] Marketing - Advertising / Public Relations / Global Advertising Strategy | |||||||
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| Selected response from: Mohamed Gaafar Egypt Local time: 11:15 | ||||||
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Summary of answers provided | ||||
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2 +2 | الأعلانات الأخبارية التوجيهية /الأعلان الأخبارى الوظيفي الموجه |
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1 +1 | الإعلان الإعلامي |
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informational/ transformational advertising الإعلان الإعلامي Explanation: الإعلان الإعلامي Informational |
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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/... |
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