Suchergebnisse

An introduction to advertising -- The evolution of advertising -- The environment of advertising -- The business of advertising -- Understanding the target audience -- Segmentation, targeting, and the marketing mix -- Communication and consumer behavior -- The planning process -- Account planning and research -- Marketing, advertising, and imc planning -- The creative process -- Creating ads : strategy and process -- Creative execution: art and copy -- Reaching the target audience -- Print advertising -- Broadcast, cable, and satellite media : television and radio -- Digital interactive media -- Out-of-home, direct-mail, and promotional products -- Integrating marketing communications elements -- Media planning and buying -- IMC: direct marketing, personal selling, packaging, and sales promotion -- IMC: public relations, sponsorship, and corporate advertising -- Bonus chapter producing ads (available in connect and through create) -- Endnotes -- Credits -- Index

Individuals generate accounts to deflect threats to identity posed by undesired events or outcomes. The triangle model of accountability proposes that an actor's accountability is a function of the combined strength of three linkages: a prescription-event link (the clarity of the rules of conduct for the event), a prescription-identity link (the applicability of the rules to the actor), and an identity-event link (the perceived control the actor has over the event). Subjects were asked to choose among various accounts related to each of the three linkages. We predicted that when only one link was weak or ambiguous, preferred accounts would focus on the ambiguous link. Results were consistent with our hypotheses. The strengths of individual linkages of the accountability triangle are an important determinant of strategic accounting.