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Social marketing and children obesity prevalence. / Abdessamad RAZZA / 2020
Titre : Social marketing and children obesity prevalence. : How do parents perceive the influence of Social Media Marketing on their children regarding the obesity problematic? Type de document : Mémoire Auteurs : Abdessamad RAZZA, Auteur Année de publication : 2020 Importance : 84 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management
SANTE ; ENFANT ; ECONOMIE SOCIALE ET SOLIDAIRE ; COMMUNICATION ; RESEAURésumé : The main purpose of this thesis is to introduce the public and helping them to draw upon
fundamental principles of social media marketing in relationship with children, this thesis
approached food advertising from the perspective of children. Through development of in-depth
consumer understanding, the aim was to establish how to counter the social media advertisement of
non-healthy eating in ways that would resonate with them.
Children obesity is a serious problematic; when related to intensive social media advertisement. The
study found children????s understanding of persuasive intent of food advertising to be still developing
even at young age. However, parents-participants demonstrated unprompted criticism for local
products like Merendina or Raibi, but also multinationals like Coca-Cola, Burger King or McDonalds
advertisement. This criticism may have resulted from children demanding of their parents to buy
these specific products. Alternatively, the presence of a known brand for which the children
possessed both topic and agent knowledge may have increased their persuasion knowledge.
However, even 15 years-old may remain vulnerable to persuasive attempts by less well-known
brands???? Adolescents???? discretionary spending tends is clearly not to prioritize healthy options, with
fast food brands often central to the acquisition of social experiences within a peer context. In similar
situations, persuasion knowledge and parent's healthy food education may be less relevant. The nonhealthy
eating advertisements designed by corporations and displayed on social media indicated the
importance of strong, issue-relevant message arguments.Programme : PGE-Rouen Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=531705 The impact of Augmented Reality in print media / Charles-Emmanuel ANOUMA / 2020
Titre : The impact of Augmented Reality in print media Type de document : Mémoire Auteurs : Charles-Emmanuel ANOUMA, Auteur Année de publication : 2020 Importance : 25 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management
MEDIA ; METHODE DE FORMATION ; TECHNOLOGIERésumé : Guillaume Pineau-Valencienne is convinced of the strong potential of AR in various sectors, particularly the press/publishing sector. For him, AR can save these suffering sectors if the players concerned agree to innovate and offer their readers a real interest in living an AR experience. However, he identifies the limitations of AR as the network connection and the user journey, which requires a certain commitment from the user. These limitations are soon to be overcome as ARGO is working to simplify the user journey and the advancement of new connectivity technology has been constant over the past decades. It is therefore logical to imagine that these limits will soon be a thing of the past. There is no doubt for Mr. Pineau-Valencienne and ARGO, AR is the remedy for publishers, they simply have to accept to move forward. Programme : PGE-Reims Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529118 The influence of CSR communication of food products on consumers’ attitudes. / Pauline MILLECAMPS / 2020
Titre : The influence of CSR communication of food products on consumers’ attitudes. : Focus on healthy food communication. Type de document : Mémoire Auteurs : Pauline MILLECAMPS, Auteur Année de publication : 2020 Importance : 22 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Français (fre) Mots-clés : Management
RESPONSABILITE SOCIALE DE L'ENTREPRISE ; COMMUNICATION ; ALIMENTATIONRésumé : Consumers are more and more concerned about Corporate Social Responsibility (CSR), especially when those issues are related to firms that can have an effect on our healthy, such as the food industry. That is the reason why, this study aims at understanding how CSR communication for healthy food products can influence consumers’ attitudes (beliefs, feelings, intentional behavior). This survey will especially fill the gap of the literature by determining the influence of emotional and rational appeals. Through a quantitative survey, the research tests hypotheses using a 2 (emotional/rational) x 3 (cognitive/affective/conative) design. The results of the quantitative study has shown that consumers’ attitudes was influenced by both emotional and rational appeals. However, rational appeals are more efficient to influence positively the cognitive and conative components of attitude, and even more for CSR-involved consumers. Emotional appeals are still effective to influence the cognitive component of attitude, but not the conative component. Finally, the affective component of attitude appears not to be influenced by neither rational nor emotional appeals. Programme : PGE-Rouen Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529188
Titre : The Neuro-Consumer : Adapting Marketing and Communication Strategies for the Subconscious, Instinctive and Irrational Consumer's Brain Type de document : e-book Auteurs : Anne-Sophie BAYLE-TOURTOULOU ; Michel BADOC Editeur : TAYLOR & FRANCIS Année de publication : 2020 Importance : 333 p. ISBN/ISSN/EAN : 978-1-00-005548-1 Langues : Anglais (eng) Mots-clés : Management
COMMUNICATION ; COMPORTEMENT DU CONSOMMATEUR ; MARKETING DIRECT ; SCIENCE DU COMPORTEMENTRésumé : Neuroscientific research shows that the great majority of purchase decisions are irrational and driven by subconscious mechanisms in our brains. This is hugely disruptive to the rational, logical arguments of traditional communication and marketing practices and we are just starting to understand how organizations must adapt their strategies. This book explains the subconscious behavior of the "neuro-consumer" and shows how major international companies are using these findings to cast light on their own consumers' behavior. Written in plain English for business and management readers with no scientific background, it focuses on: how to adapt marketing and communication to the subconscious and irrational behaviors of consumers; the direct influence of the primary senses (sight, hearing, smell, taste, touch) on purchasing decisions and the perception of communications by customers' brains; implications for innovation, packaging, price, retail environments and advertising; the use of "nudges" and artifices to increase marketing and communication efficiency by making them neuro-compatible with the brain's subconscious expectations; the influence of social media and communities on consumers' decisions - when collective conscience is gradually replacing individual conscience and recommendation becomes more important than communication; and the ethical limits and considerations that organizations must heed when following these principles. Authored by two globally recognized leaders in business and neuroscience, this book is an essential companion to marketers and brand strategists interested in neuroscience and vital reading for any advanced student or researcher in this area. Nombre d'accès : 1 En ligne : http://library.ez.neoma-bs.fr/login?url=https://ebookcentral.proquest.com/lib/ne [...] Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=509044 The reluctance to pay to watch a content (film or tv show) / Nathan LE GALL / 2020
Titre : The reluctance to pay to watch a content (film or tv show) Type de document : Mémoire Auteurs : Nathan LE GALL, Auteur Année de publication : 2020 Importance : 24 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management
TELEVISION ; ARTS GRAPHIQUES ; CINEMARésumé : There is no greater distraction than Entertainment, and this has been the case since Antiquity with
the ancient Greek drama that was among the most popular Arts to entertain the sprit, understand here forget about the human condition. Today, although we no longer consider Entertainment only to escape from our human condition, cinema plays a major role among other arts like music or drama, and people love seeing movies so much so that the movie industry generated itself $103 billion and employed 466,555 people around the world in 20191. And yet, over the past few years, attracting audiences to the cinema has turned out to be a challenge as the competition is increasing. With more than 700 movies released worldwide in 20191, it is hard to see why the total admission is plummeting as the offer is getting bigger each year. However, explaining this plummeting number has turned out to be a challenge for the industry players. Indeed, the reluctance to go to the movies does not rely on one parameter but on several causes all the way linked to the willingness to pay for it.Programme : PGE-Rouen Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=531691 The rise of Digitally Native Vertical Brands in the cosmetic industry. / Clara SALSAC / 2020PermalinkThe video streaming industry confronted to an impalpable pollution / Robin PERROT / 2020PermalinkTraditional media in the digital age: Does the arrival of the Internet spell the end for the historical media? / Sébastien CIMPERMAN / 2020PermalinkWHAT STRATEGIC STAKES ARE INVOLVED WITH THE FINANCING OF HERITAGE PATRONAGE? / Apolline PRIVAT / 2020PermalinkComment la communication peut-elle aider l’entreprise à transformer une nouvelle contrainte légale en une opportunité grâce à une stratégie de communication innovante en remportant l’adhésion et l’engagement de ses collaborateurs ? / Floriane MARSAUD / 2019PermalinkComment le pouvoir interfère-t-il avec l’expression d’émotions en négociation ? / Morgane SEBAG / 2019PermalinkLa communication financière / Jean-Yves LEGER / Pearson (2019)PermalinkComportements humains et management / Pearson (2019)PermalinkPermalinkDoes narcissism affect influencers’ success? / Fares LANOUAR / 2019Permalink
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