Testing for a Synergistic Effect Between Online Publicity and
... had opened her browser, Mary had read a piece of news about anti-aging face creams mentioning one of the two brands. Is she more likely to remember the advertised brand about which she had read when she decides to purchase? Recognized as an information medium, the Internet provides users with detail ...
... had opened her browser, Mary had read a piece of news about anti-aging face creams mentioning one of the two brands. Is she more likely to remember the advertised brand about which she had read when she decides to purchase? Recognized as an information medium, the Internet provides users with detail ...
The effect of traditional advertising campaigns on online affiliate
... this study investigates the relationship between conventional advertising campaigns using print and television advertising and the sales performance of affiliate websites promoting the hotel booking website. The online affiliate sales channel refers to the concept of affiliate marketing, a form of p ...
... this study investigates the relationship between conventional advertising campaigns using print and television advertising and the sales performance of affiliate websites promoting the hotel booking website. The online affiliate sales channel refers to the concept of affiliate marketing, a form of p ...
Journal of Advertising Research
... Social influences on forwarding behaviour. As mentioned above, one of the promising features of viral advertising from an advertiser’s point of view is that the sender implicitly or explicitly endorses the message, resulting in increased credibility in the eyes of the receiver and reduced resistance ...
... Social influences on forwarding behaviour. As mentioned above, one of the promising features of viral advertising from an advertiser’s point of view is that the sender implicitly or explicitly endorses the message, resulting in increased credibility in the eyes of the receiver and reduced resistance ...
“Just Done It”--- Nike`s New Advertising Plan Facing Global
... very fast and Nike started to expand its targeting market to younger consumers because of its severe competition with Adidas and Reebok. Therefore, since the late 1980s, Nike has worked to transform itself from a brand of sneakers to a product integral to the sports culture. During this stage, the N ...
... very fast and Nike started to expand its targeting market to younger consumers because of its severe competition with Adidas and Reebok. Therefore, since the late 1980s, Nike has worked to transform itself from a brand of sneakers to a product integral to the sports culture. During this stage, the N ...
Pull effect in online advertising: What drives consumers to view ads
... Advertising avoidance today is so common that it has been concluded that ad avoidance nowadays is rather the norm than an exception (Chatterjee 2008). Due to the increasing amount of advertising avoidance online, there is a demand for understanding what could drive consumers to view ads online, in o ...
... Advertising avoidance today is so common that it has been concluded that ad avoidance nowadays is rather the norm than an exception (Chatterjee 2008). Due to the increasing amount of advertising avoidance online, there is a demand for understanding what could drive consumers to view ads online, in o ...
Renault am08 6652852 en
... consumer more about whether her particular tastes and preferences mesh well with those the product provides. They also may or may not deliver price information.1 The economics literature has scarcely addressed the informational content of ads.2 The literature on informative advertising (see for exam ...
... consumer more about whether her particular tastes and preferences mesh well with those the product provides. They also may or may not deliver price information.1 The economics literature has scarcely addressed the informational content of ads.2 The literature on informative advertising (see for exam ...
Chapter 3: Literature Review: Advertising Management
... Within this exchange transaction customers will only exchange what they value (money) if they feel that their needs are being fully satisfied; clearly the greater the benefit provided the higher transactional value an organisation can charge. Marketing practice tended to be seen as a creative indust ...
... Within this exchange transaction customers will only exchange what they value (money) if they feel that their needs are being fully satisfied; clearly the greater the benefit provided the higher transactional value an organisation can charge. Marketing practice tended to be seen as a creative indust ...
The multidimensional nature and brand impact of user
... of amateur. They may also include media professionals ‘outside of their professional routines and practices’ (OECD 2007, p. 8). Second, UGC is created material. To be considered UGC, a non-media professional must put ‘a certain amount of creative effort’ into developing new content or modifying exis ...
... of amateur. They may also include media professionals ‘outside of their professional routines and practices’ (OECD 2007, p. 8). Second, UGC is created material. To be considered UGC, a non-media professional must put ‘a certain amount of creative effort’ into developing new content or modifying exis ...
ADVERTISING - Jagannath Institute of Management Sciences (JIMS)
... Cost of medium & size of advertising budget – e.g. local newspaper advertising is cheaper than radio, which in turn is cheaper than TV. But the business will also want to consider cost per head if reaching a larger audience Online or offline – there has been substantial growth in businesses that adv ...
... Cost of medium & size of advertising budget – e.g. local newspaper advertising is cheaper than radio, which in turn is cheaper than TV. But the business will also want to consider cost per head if reaching a larger audience Online or offline – there has been substantial growth in businesses that adv ...
Sunlight Laundry Detergent
... 'clever marketing' could overcome a weak product. This folly came home to roost as offshore products (initially Japanese and European) took over huge shares in many markets. Given the costs of fixing the product, the temptation to rely on 'clever marketing' will always be there. This case is a salut ...
... 'clever marketing' could overcome a weak product. This folly came home to roost as offshore products (initially Japanese and European) took over huge shares in many markets. Given the costs of fixing the product, the temptation to rely on 'clever marketing' will always be there. This case is a salut ...
The Economics of Internet Media
... the advertising intensity of big companies with a broad customer base. In addition, better targeting has implications for the interaction between offline and online media. Of particular relevance is keyword advertising, which consists of advertisements linked to a specific word or phrase. Keyword ad ...
... the advertising intensity of big companies with a broad customer base. In addition, better targeting has implications for the interaction between offline and online media. Of particular relevance is keyword advertising, which consists of advertisements linked to a specific word or phrase. Keyword ad ...
Embedded Advertising and the Venture Consumer
... 17. See, e.g., Barton Beebe, Search and Persuasionin Trademark Law, 103 MICH. L. REv. 2020, 2021, 2025 (2005) (critiquing the binary, internally contradictory theory of the consumer in trademark law and illustrating this theory's jurisprudential importance by stating that "[t]he consumer, we are led ...
... 17. See, e.g., Barton Beebe, Search and Persuasionin Trademark Law, 103 MICH. L. REv. 2020, 2021, 2025 (2005) (critiquing the binary, internally contradictory theory of the consumer in trademark law and illustrating this theory's jurisprudential importance by stating that "[t]he consumer, we are led ...
Newspapers and Magazines
... form is an open question. Some industry observers believe that over the long-term newspapers will simply change their form to purely digital versions. Even if so, it remains to be seen whether the electronic press can take the place of traditional daily newspapers with regard to providing factual, i ...
... form is an open question. Some industry observers believe that over the long-term newspapers will simply change their form to purely digital versions. Even if so, it remains to be seen whether the electronic press can take the place of traditional daily newspapers with regard to providing factual, i ...
Article Display Consumer socialization of children: A retrospective
... (eleven through adulthood; Ginsburg and Opper 1988). Vast differences exist in the cognitive abilities and resources available to children at these stages, including the preoperational, concrete operational, and formal operational stages of most interest to consumer researchers. The preoperational s ...
... (eleven through adulthood; Ginsburg and Opper 1988). Vast differences exist in the cognitive abilities and resources available to children at these stages, including the preoperational, concrete operational, and formal operational stages of most interest to consumer researchers. The preoperational s ...
The Anatomy of Account Planning
... On 31 October 1978 account planners formed an influential association, the Account Planning Group UK, which was established to improve and otherwise develop professional practice in the field.’ (Staveley, 1999). The APG currently has more than 600 members in the UK and is also well established in t ...
... On 31 October 1978 account planners formed an influential association, the Account Planning Group UK, which was established to improve and otherwise develop professional practice in the field.’ (Staveley, 1999). The APG currently has more than 600 members in the UK and is also well established in t ...
A content analysis study of the use of celebrity
... the attractiveness of a celebrity does not have to be based on physical appearance as it can include other virtuous characteristics that message recipients perceive as desirable in an endorser. other components of the source attractiveness model include similarity, familiarity and liking. similarity ...
... the attractiveness of a celebrity does not have to be based on physical appearance as it can include other virtuous characteristics that message recipients perceive as desirable in an endorser. other components of the source attractiveness model include similarity, familiarity and liking. similarity ...
In-store Advertising Audience Measurement Principles
... usage behavior. Targeting media directly to shoppers [Shoppers vs Users] is actually more effective, but is different from the traditional methods with which media people are familiar. Over the past few years, most media people have adopted Recency Theory, which states that the closer the ad exposur ...
... usage behavior. Targeting media directly to shoppers [Shoppers vs Users] is actually more effective, but is different from the traditional methods with which media people are familiar. Over the past few years, most media people have adopted Recency Theory, which states that the closer the ad exposur ...
An Empirical Analysis of Sponsored Search Performance in Search
... considered far less intrusive than online banner advertisements or pop-ups. In many ways, one could imagine that this enabled a shift in advertising from ‘mass’ advertising to more ‘targeted’ advertising. By allotting a specific value to each keyword, an advertiser only pays the assigned price for t ...
... considered far less intrusive than online banner advertisements or pop-ups. In many ways, one could imagine that this enabled a shift in advertising from ‘mass’ advertising to more ‘targeted’ advertising. By allotting a specific value to each keyword, an advertiser only pays the assigned price for t ...
3.3.1 Advertising Copy - KV Institute of Management and Information
... Another challenge is to find interesting and original ways to generate word of mouth and get people talking about the product. Trade shows can do this. This is sometimes called viral marketing, or buzz, and it takes advantage of the fact that personal communication is generally seen as more persuasi ...
... Another challenge is to find interesting and original ways to generate word of mouth and get people talking about the product. Trade shows can do this. This is sometimes called viral marketing, or buzz, and it takes advantage of the fact that personal communication is generally seen as more persuasi ...
Sexist humor in advertising: just a joke
... widely used techniques in advertising around the world, with about one out of every five television ads containing humorous appeals (Alden, Hoyer and Lee, 1993; Weinberger and Spotts, 1997). Defined as the creation and use of messages that are considered funny and evoke laughter (Booth-Butterfield & ...
... widely used techniques in advertising around the world, with about one out of every five television ads containing humorous appeals (Alden, Hoyer and Lee, 1993; Weinberger and Spotts, 1997). Defined as the creation and use of messages that are considered funny and evoke laughter (Booth-Butterfield & ...
View/Open
... claimed that the use of another language than the L1 of a country makes advertisements more distinctive as people do not expect to come across a foreign language. This idea was already supported in 1979 by Bettman, who claimed that distinctive information draws more attention than ordinary informati ...
... claimed that the use of another language than the L1 of a country makes advertisements more distinctive as people do not expect to come across a foreign language. This idea was already supported in 1979 by Bettman, who claimed that distinctive information draws more attention than ordinary informati ...
Truth in Advertising? Visuals, Sound, and the Factual Accuracy of
... plan. Dayton, whose only other political office had been as the state’s 15th Auditor (1991–1995) would have had no plan attracting CBO scrutiny. The centerpiece of Dayton’s campaign was an ...
... plan. Dayton, whose only other political office had been as the state’s 15th Auditor (1991–1995) would have had no plan attracting CBO scrutiny. The centerpiece of Dayton’s campaign was an ...
Advertiser-funded Programming: A Potential Paradigm for Television
... advertisers from just being buyers of advertising spaces around TV programs to instead financing the TV programs themselves, creating strong relationships between brands or companies, broadcasters and production companies in the development of editorial content. Brand entertainment is best defined a ...
... advertisers from just being buyers of advertising spaces around TV programs to instead financing the TV programs themselves, creating strong relationships between brands or companies, broadcasters and production companies in the development of editorial content. Brand entertainment is best defined a ...
Final paper
... This revolution provided more room for creative approaches within the advertising industry, and above all, proved that these approaches could be effective, thus paving the way for the future of advertising. Later in the 20th century, new rules for cigarette ads motivated another creative and inno ...
... This revolution provided more room for creative approaches within the advertising industry, and above all, proved that these approaches could be effective, thus paving the way for the future of advertising. Later in the 20th century, new rules for cigarette ads motivated another creative and inno ...