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Advertising and Customer Values. To what extend does one influence the other?


Term Paper, 2015

14 Pages, Grade: 1,1


Excerpt


Table of Content

1 Abstract
1.1 Definition of advertising

2 Customer values in the U.S.
2.1.1 Historical background of U.S. cultural values
2.1.2 Recent research on U.S. cultural values
2.1.3 American dream and U.S. cultural values

3 How advertising influences customer values
3.1 New view on the process of segmentation, targeting, positioning (STP)
3.2 Advertising normalizes what it endorses
3.3 Advertising appeals mainly to extrinsic values

4 Conclusion and limitations
4.1 Conclusion
4.2 Limitations

5 Source directory
5.1 Bibliography
5.2 Internet sources
5.3 Other sources

Excerpt out of 14 pages

Details

Title
Advertising and Customer Values. To what extend does one influence the other?
Grade
1,1
Author
Year
2015
Pages
14
Catalog Number
V302628
ISBN (eBook)
9783668009691
ISBN (Book)
9783668009707
File size
808 KB
Language
English
Keywords
Advertising, Values, Culture, Business Ethics, U.S., United States, American Dream, Extrinsic Values, Intrinsic Values, Customers, Consumerism, Materialism, Consumers, Marketing, Consumer Research, Intercultural Management
Quote paper
David Apel (Author), 2015, Advertising and Customer Values. To what extend does one influence the other?, Munich, GRIN Verlag, https://www.grin.com/document/302628

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