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Advertising Confluence: Transitioning Marketing by Sabine Bacou?l-jentjens Anshu Saxena Arora

By Sabine Bacou?l-jentjens Anshu Saxena Arora

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Personnel Journal, 47, 13–19. 0010  William Chasteen and Shalonda Bradford Belch G. , & Belch M. A. (1996). An Introduction to Advertising and Promotion. Chicago: Irwin. , Glover J. , & Bruning R. H. (1983). Levels of Processing: Effect of Number of Decisions on Prose Recall. Journal of Education Psychology, 3, 382–390. Brown S. , & Stayman D. M. (1992). Antecedents and Consequences of Attitude towards the Ad: A Meta-analysis. Journal of Consumer Research, 19, 34–51. , & Pope N. (2010). The Impact of Comedic Violence on Viral Advertising Effectiveness.

Hard-sell refers to a more direct approach to selling while in contrast soft-sell approaches are more subtle and indirect (Okazaki, Mueller, & Taylor, 2010a). The approach is also viewed as the difference of video advertising between commercials (soft-sell) and infomercials (hardsell). In this research study, hard- and soft-sell approaches are compared and contrasted. The soft-sell approach is more suitable when it is based on image-oriented content that does not emphasize specific reasons to buy but rather conveys general association with the brand (Okazaki, Mueller, & Taylor, 2010a).

Journal of Consumer Research, 19, 34–51. , & Menon G. (2010). The Power of Emotional Appeals in Advertising. Journal of Advertising Research, 50 (2), 169–180. , & Thaivanich P. (2001). What to Say When: Advertising Appeals in Evolving Markets. Journal of Marketing Research (JMR), 38 (4), 399–414. , & Hess J. (1995). Costs and Benefits of Hard-Sell. Journal of Marketing Research (JMR), 32(1), 97–102. , & Yang K. C. C. (2006). Consumer Responses to Sexual Appeals in Cross-Cultural Advertisements.

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