Browsing by Author "Masterson, Rosalind"

Now showing 1 - 9 of 9
  • No Thumbnail Available
    ItemMetadata only
    Bookcrossed lovers: Consumers and Their Relationships with Books
    (Advances in Consumer Research, 2009) Maclaran, Pauline; Masterson, Rosalind
  • No Thumbnail Available
    ItemMetadata only
    The importance of creative match in television sponsorship
    (The Advertising Association, 2005) Masterson, Rosalind
    It is one of the accepted wisdoms of sponsorship literature that there should be a good fit between sponsor and sponsored. This paper reports an exploratory study into the way in which programme audiences respond to television sponsors’ credits and to the sponsorships they announce. The study used a purposive sample of young television viewers and focused on the programmes they like to watch. It was found that, although the viewers expected a fit between the programme and the product or its image, they would accept a sponsor that added to the entertainment value of the programme. Clever or funny creative treatments that match the programme content apparently make up for a lack of fit elsewhere.
  • No Thumbnail Available
    ItemMetadata only
    An investigation of online consumer purchasing
    (MCB UP, 2003) Jayawardhena, Chanaka; Wright, L. T.; Masterson, Rosalind
  • No Thumbnail Available
    ItemMetadata only
    Marketing: An Introduction
    (Sage, 2010) Masterson, Rosalind; Pickton, David W.
  • No Thumbnail Available
    ItemMetadata only
    Marketing: An Introduction
    (SAGE, 2017-09-15) Masterson, Rosalind; Phillips, N.; Pickton, David W.
    This easy to use resource allows students to switch from digital to the print text and back again, opening windows to the world of marketing through cases that are vibrant and engaged, links that allow students to explore topics in more detail and content to encourage relating theory to practice. Recognizing the importance of ongoing technological and social developments and the increasing connectedness of consumers that has profound implications for the way marketing operates and students learn, the 4th edition demystifies key technologies and terminology, demonstrating where and how emerging digital marketing techniques and tools fit in to contemporary marketing planning and practice. The new edition welcomes a new 3rd author and has been fully updated to include: 31 New case studies (including 5 new end of chapter and 26 new ‘focus boxes’), featuring a greater number of case studies from digital/social media marketing, Uber and the sharing economy, Google and crowdsourcing and Amazon’s drone delivery service. Even more content on digital marketing integrated throughout, including key issues such as social media, mobile marketing, co-creation, cutting edge theory. A fully updated and streamlined interactive eBook led by student feedback. Focus boxes throughout the text such as Global, Consumer, B2B and Ethical - all with a greater emphasis on digital communication - reinforce key marketing trends and relate theory to practice. Each chapter also ends with a case study revolving around topics, issues and companies that students can relate to such as Taylor Swift taking on Spotify. The new edition comes packed with features that can be used in class or uploaded onto a course management system and which students can use in their own self-directed study.
  • No Thumbnail Available
    ItemMetadata only
    Marketing: an Introduction (Chinese language edition)
    (Peking Univeristy Press, 2004) Masterson, Rosalind; Pickton, David W.
  • No Thumbnail Available
    ItemMetadata only
    Marketing: an introduction.
    (McGraw-Hill Higher Education, 2004) Masterson, Rosalind; Pickton, David W.
  • No Thumbnail Available
    ItemOpen Access
    Television sponsorship: using the credits to manufacture congruency
    (Academy of Marketing Conference, 2003) Masterson, Rosalind
    Abstract This paper reports upon an exploratory study into audience perceptions of television sponsorship. Two areas are considered; the relationship between television sponsorship and advertising, particularly in terms of creative execution, and the audience’s perceptions of the sponsor’s credits. Preliminary findings suggest that a fit between the creative content of the sponsor’s credits and the programme is as important for viewer approval as the fit between sponsor and programme.
  • No Thumbnail Available
    ItemMetadata only
    You can’t tell a book by its cover: bookworms, bookcases and bookcrossing
    (Routledge, 2006) Maclaran, Pauline; Masterson, Rosalind