Deceptive and Subliminal Advertising of the Slimming Product Market. Case Study : Romania.
Stefanescu-Mihaila, Ramona-Olivia.
Deceptive and Subliminal Advertising of the Slimming Product Market. Case Study : Romania. - 1st ed. - 1 online resource (186 pages)
Front Cover -- Half_title -- Editorial Advisory Board -- Title -- Copyright -- Contents -- Bio -- Prospects of subliminal advertising -- Part 1 -- CURRENT STATE OF ADVERTISING RESEARCH AT THE NATIONAL AND INTERNATIONAL LEVEL -- Chapter 1 Theoretical-methodological approaches to advertising, from the perspective of marketing science -- 1.1. Theoretical-methodological approaches. Pros and cons -- 1.2. Psychological approach to advertising -- 1.3. Psycho-sociological approach to advertising -- Chapter 2 Advertising psychology versus advertising -- 2.1. Efforts and abilities in deciphering the human ego -- 2.1.1. Objective of the study -- 2.1.2. Description of the scope of research -- 2.2. Neuromarketing - a scientific instrument of subconscious information processing in the consumer brain -- 2.3. Psycho-physiology of the human brain versus emotion in advertising -- Part II -- STUDIES AND RESEARCH ON ADVERTISING PSYCHOLOGY ON THE ROMANIAN ADVERTISING MARKET -- Chapter 3 Statistical observation methods in the study of advertising psychology -- 3.1. Selective statistical research -- 3.1.1. Theoretical considerations - statistical surveys -- 3.1.2. Methodological issues -- 3.1.3. Data processing and analysis -- 3.1.4. Analysis of sample representativity -- 3.2. Statistical methods used in the study of relationships between variables -- 3.2.1. Non-parametrical correlation -- 3.2.1.1 Statistical analysis of dichotomous variables -- 3.2.1.2 Statistical analysis of polychtomous variables -- 3.2.1.3 The case of variables measured on the ordinal scale -- 3.2.2. Non-parametric tests used in the study of relationships between variables -- Chapter 4 Advertising psychology of the slimming product market in Romania -- 4.1. Objective of the study -- 4.2. Importance of the questionnaire -- 4.2.1. Types of questions used. 4.2.2. Types of scales used in questionnaires -- 4.3. Defining the collectivity (population) of interest -- 4.3.1. Selecting the sampling method -- 4.3.2. Data collection, verification and processing -- 4.4. Primary statistical analysis and data interpretation -- 4.4.1. Sample structure -- 4.4.2. Analysis of the most relevant aspects -- 4.5. Statistical analysis of inter-dependences between variables and differences between various subgroups -- 4.6. Econometric data analysis of the data -- 4.6.1. Methodology used -- 4.6.1.1. The case of a single independent variable -- 4.6.1.2. The case of multiple independent variables -- 4.6.2. Empirical results of the logistic regression model -- 4.6.2.1 Empirical results of the slimming product buying decision model -- 4.6.2.2. Empirical results of the model with regard to satisfaction with own weight -- 4.6.2.3. Empirical results of the person's potential for slimming dieting model -- Conclusions and recommendations -- References -- Appendix 4.1 & -- 4.2 -- Appendix 4.3 -- Appendix 4.4 -- Appendix 4.5 -- Appendix 4.6 -- Appendix 4.7 -- Back Cover.
9781942585619
Advertising-Psychological aspects.
Electronic books.
HF5822 .S744 2014
659.1019
Deceptive and Subliminal Advertising of the Slimming Product Market. Case Study : Romania. - 1st ed. - 1 online resource (186 pages)
Front Cover -- Half_title -- Editorial Advisory Board -- Title -- Copyright -- Contents -- Bio -- Prospects of subliminal advertising -- Part 1 -- CURRENT STATE OF ADVERTISING RESEARCH AT THE NATIONAL AND INTERNATIONAL LEVEL -- Chapter 1 Theoretical-methodological approaches to advertising, from the perspective of marketing science -- 1.1. Theoretical-methodological approaches. Pros and cons -- 1.2. Psychological approach to advertising -- 1.3. Psycho-sociological approach to advertising -- Chapter 2 Advertising psychology versus advertising -- 2.1. Efforts and abilities in deciphering the human ego -- 2.1.1. Objective of the study -- 2.1.2. Description of the scope of research -- 2.2. Neuromarketing - a scientific instrument of subconscious information processing in the consumer brain -- 2.3. Psycho-physiology of the human brain versus emotion in advertising -- Part II -- STUDIES AND RESEARCH ON ADVERTISING PSYCHOLOGY ON THE ROMANIAN ADVERTISING MARKET -- Chapter 3 Statistical observation methods in the study of advertising psychology -- 3.1. Selective statistical research -- 3.1.1. Theoretical considerations - statistical surveys -- 3.1.2. Methodological issues -- 3.1.3. Data processing and analysis -- 3.1.4. Analysis of sample representativity -- 3.2. Statistical methods used in the study of relationships between variables -- 3.2.1. Non-parametrical correlation -- 3.2.1.1 Statistical analysis of dichotomous variables -- 3.2.1.2 Statistical analysis of polychtomous variables -- 3.2.1.3 The case of variables measured on the ordinal scale -- 3.2.2. Non-parametric tests used in the study of relationships between variables -- Chapter 4 Advertising psychology of the slimming product market in Romania -- 4.1. Objective of the study -- 4.2. Importance of the questionnaire -- 4.2.1. Types of questions used. 4.2.2. Types of scales used in questionnaires -- 4.3. Defining the collectivity (population) of interest -- 4.3.1. Selecting the sampling method -- 4.3.2. Data collection, verification and processing -- 4.4. Primary statistical analysis and data interpretation -- 4.4.1. Sample structure -- 4.4.2. Analysis of the most relevant aspects -- 4.5. Statistical analysis of inter-dependences between variables and differences between various subgroups -- 4.6. Econometric data analysis of the data -- 4.6.1. Methodology used -- 4.6.1.1. The case of a single independent variable -- 4.6.1.2. The case of multiple independent variables -- 4.6.2. Empirical results of the logistic regression model -- 4.6.2.1 Empirical results of the slimming product buying decision model -- 4.6.2.2. Empirical results of the model with regard to satisfaction with own weight -- 4.6.2.3. Empirical results of the person's potential for slimming dieting model -- Conclusions and recommendations -- References -- Appendix 4.1 & -- 4.2 -- Appendix 4.3 -- Appendix 4.4 -- Appendix 4.5 -- Appendix 4.6 -- Appendix 4.7 -- Back Cover.
9781942585619
Advertising-Psychological aspects.
Electronic books.
HF5822 .S744 2014
659.1019