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Fear appeals in anti-smoking advertising : how important is self-efficacy?
Fear appeals are frequently used in anti-smoking advertising. The evidence on the effectiveness of fear appeals is mixed, and in some studies strong fear appeals have been found to reinforce the undesirable behaviour. ...
Effects of Participation in a Simulation Game on Marketing Students' Numeracy and Financial Skills
(University of Southampton, 2012-07)
Marketing educators strive to provide students with an educational experience that prepares them for successful careers. Their education cannot simply involve the acquisition of a body of knowledge; it must also make them ...
The Use of Social Media in B2B Marketing and Branding : An Exploratory Study
While the tools of social media are ubiquitous in contemporary consumer marketing, there is little evidence about the extent to which they have been adopted by business-to-business marketers. Although experts argue that ...