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Other Papers on :Advertising

Other Papers on :Social Psychology

E/M/25. International advertising: psychological and commercial aspects

(2005, 8000 words)

The paper examines psychological and commercial aspects of advertising as marketing communication reviewing literature on the nature of memory and outlining the implications of memory transience, absent-mindedness, blocking, misattribution, suggestibility, bias and emotional charge for advertising. The challenges of the international advertising are outlined; an overview of world advertising agencies is given; the issues of globalisation vs. localisation related to advertising are addressed.
 
   
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