By Luca Petruzzellis, Russell S. Winer

This e-book includes the entire lawsuits of the 2015 Academy of promoting technological know-how international advertising Congress held in Bari, Italy. the present world wide company atmosphere is major advertising and marketing students and practitioners to think again a couple of historic and present perspectives of and the way it services. additional, opting for new advertising theories and sensible tools whose effectiveness could be actually measured needs to be extra to the checklist of present demanding situations for this day and the next day. In this sort of interval in advertising background, reaching and handling effective and potent advertising activities is a need. selecting such activities is predicated on sensible event, strong concept and acceptable examine method. The enclosed papers specialize in new examine rules on brilliant themes which may aid teachers and practitioners achieve new views and insights into today’s turbulent marketplace.

Founded in 1971, the Academy of selling technology is a world association devoted to selling well timed explorations of phenomena on the topic of the technology of promoting in thought, examine, and perform. between its companies to individuals and the group at huge, the Academy deals meetings, congresses and symposia that allure delegates from around the globe. shows from those occasions are released during this complaints sequence, which deals a complete archive of volumes reflecting the evolution of the sphere. Volumes convey state of the art examine and insights, complimenting the Academy’s flagship journals, magazine of the Academy of promoting technology (JAMS) and AMS assessment. Volumes are edited through prime students and practitioners throughout quite a lot of topic parts in advertising and marketing science.

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Clients are looking to solve problems rather than produce art. Methodology A web questionnaire was first developed in liaison with five senior managers at a leading global advertising agency in London. The instrument included items measuring decision-making (Gigerenzer 2008), business practices, market environment, and personal and company demographics. Respondents were prompted to think about a What Really Drives Creative Choices in an Advertising Agency? 17 recent project they had worked on and to explain how they picked the one creative solution that they then “pitched” to the client.

903 Jelena Spanjol, Anna S. Cui, Cheryl Nakata, Lisa Sharp, Stephanie Y. Crawford, Yazhen Xiao, and Mary Beth Watson-Manheim Customers’ Attribution of Blame When Other Customers Enhance or Destroy the Service Offering ..................................................................... 905 Alastair Tombs and Jörg Finsterwalder Financial Services for the Poor: The Case for a Catholic Bank ................. 907 P. Sergius Koku Part XXI Tourism and Hospitality Political Tourism/Tourist Revisited: Extending the Concept in a Developing Country’s Point of View: A Thought-Provoking Case from Turkey ............................................................................................

Barrutia Assessing the Role of Haptic Imagery in Print Advertising: An Empirical Investigation ............................................................................ 801 Giovanni Pino, Gianluigi Guido, Carla Tomacelli, and Mauro Capestro Communication in Relief: Should We Embosse the Brand or the Product? 803 Sonia Capelli, Bruno Ferreira, and Fanny Thomas The Conceptual Chain From Event Activities to Emotions to Atmosphere, and Sponsor Awareness and Patronage .............................

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