Clarke Caywood
Northwestern University, Integrated Marketing Communications, Faculty Member
A salient media issue prior to the 1988 Presidential election was the concern that political advertising overemphasized image information and provided too little issue information (cf. Caywood & Laczniak, 1985; Cundy, 1986).... more
A salient media issue prior to the 1988 Presidential election was the concern that political advertising overemphasized image information and provided too little issue information (cf. Caywood & Laczniak, 1985; Cundy, 1986). But the prominent and apparently effective use of attack ...
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ABSTRACT Vyd. 1. Překlad z angličtiny
... it would probably be unethical to sell a buyer a product which had attributes that buyer simply did ... As we have seen in the case of Willy Loman this may be difficult to do after a ... How-ever, the approach sketched in the above... more
... it would probably be unethical to sell a buyer a product which had attributes that buyer simply did ... As we have seen in the case of Willy Loman this may be difficult to do after a ... How-ever, the approach sketched in the above sequence of steps does come to grips with the primary ...
The question of whether advertising affects or reflects society's values has been hotly debated for decades. Recently some authors suggested that it is also necessary to analyze the positive and negative values portrayed in... more
The question of whether advertising affects or reflects society's values has been hotly debated for decades. Recently some authors suggested that it is also necessary to analyze the positive and negative values portrayed in advertising. They proposed using the seven deadly sins and seven cardinal virtues as a model for this analysis. Before this analysis can be conducted, however, there are a number of definitional and methodological issues that must be addressed.
The completely revised 2nd edition of The Handbook of Strategic Public Relations & Integrated Marketing Communications was published by McGraw-Hill in January 2012. There is an Amazon price reduction hardcover, eBook or Kindle. Click to... more
The completely revised 2nd edition of The Handbook of Strategic Public Relations & Integrated Marketing Communications was published by McGraw-Hill in January 2012. There is an Amazon price reduction hardcover, eBook or Kindle. Click to order: http://amzn.to/rzVzKd The Handbook encourages marketing and PR professionals to examine the full range of stakeholders. Chapters on sustainability (AT&T chapter), writing, speech writing, global ethics, 3D virtual worlds, storytelling, etc. should be of great value to the practitioner, management and student. With 55 chapters written by 70 industry leaders and academic authorities, the book is also designed for readers who are also looking for specific industry information (auto, finance, food, pharma, healthcare, restaurants, insurance, NGOs, energy, etc.). The auto chapter is co-written by the current CCO of Ford and the recent past CCO of GM. The book is also developed as an inexpensive training book, textbook or professional development re...
... We selected advertisements from the March 1991 issue of the Ladies Home Journal (LHJ). Gross and Sheth (1989) in their article on the depiction of time in ad-vertising discussed why they chose the LHJ as repre-sentative of mainstream... more
... We selected advertisements from the March 1991 issue of the Ladies Home Journal (LHJ). Gross and Sheth (1989) in their article on the depiction of time in ad-vertising discussed why they chose the LHJ as repre-sentative of mainstream general readership publica-tions. ...
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1. Soc Mar Q. 1998 Summer;4(4):12-6. The application of "integrated marketing communications" to social marketing and health communication: organizational challenges and implications. Nowak G, Cole G, Kirby S, Freimuth ...
Research Interests:
An academic directory and search engine.
Research Interests:
An academic directory and search engine.
Research Interests:
Page 1. November 1986 85 Microcomputer Applications: An Electronic Bulletin Board System for the Sales Profession - A Review and Proposal* by Clarke L. Caywood and Connie L. Bauer Willy: Old Dave, he'd go up to his ...
ABSTRACT Vyd. 1. Překlad z angličtiny
... example, the gain of budget for one functional area suggests a loss for another (assuming there is no increase in the ... Propositions to test at this stage of the process might include: The greater the degree of sales force... more
... example, the gain of budget for one functional area suggests a loss for another (assuming there is no increase in the ... Propositions to test at this stage of the process might include: The greater the degree of sales force involvement with marketing strategy, the greater ...
Research Interests:
... Professionals in advertising, direct marketing, sales promotion, and certainly public relations will work together in a manner that will help ensure business effectiveness, efficiency, and social responsibility. In the long-term... more
... Professionals in advertising, direct marketing, sales promotion, and certainly public relations will work together in a manner that will help ensure business effectiveness, efficiency, and social responsibility. In the long-term integration process, public relations will thrive. ...