Ambush marketing: An indefensible marketing strategy. - UvA-DARE
... ambushing brands was measured by means of an Internet based survey. A total of 105 respondents filled in the questionnaire, resulting in a response rate of 65%. This questionnaire existed of 21 questions, measuring (1) the current level of consumers’ knowledge about ambush marketing, (2) consumers’ ...
... ambushing brands was measured by means of an Internet based survey. A total of 105 respondents filled in the questionnaire, resulting in a response rate of 65%. This questionnaire existed of 21 questions, measuring (1) the current level of consumers’ knowledge about ambush marketing, (2) consumers’ ...
Sport Sponsorship as Strategic Communication Parameter
... 7.3.1. Summary to sponsorship as communication .......................................................... 76 8. Communication scenarios within a sponsorship setup ................................................... 78 9.Active – Present communication scenario ........................................ ...
... 7.3.1. Summary to sponsorship as communication .......................................................... 76 8. Communication scenarios within a sponsorship setup ................................................... 78 9.Active – Present communication scenario ........................................ ...
CRITICAL MARKETING SUCCESS FACTORS FOR SUSTAINABLE RURAL TOURISM ROUTES:
... If tourism is to contribute to the reduction of poverty and create employment, tourists also need to be attracted to smaller towns and rural areas. Development of rural tourism routes are often supply-side driven and the role of marketing is not well understood. This study therefore explores the exp ...
... If tourism is to contribute to the reduction of poverty and create employment, tourists also need to be attracted to smaller towns and rural areas. Development of rural tourism routes are often supply-side driven and the role of marketing is not well understood. This study therefore explores the exp ...
Motivation and Decision Making in City Break Travel
... I would like to acknowledge the contribution of the following people without whom this book would not have come to fruition: Joan Buckley and Sheila Flanagan – whose support, knowledge and guidance was immeasurable and much appreciated. Mary Dineen – for her expert help in proofing, checking and for ...
... I would like to acknowledge the contribution of the following people without whom this book would not have come to fruition: Joan Buckley and Sheila Flanagan – whose support, knowledge and guidance was immeasurable and much appreciated. Mary Dineen – for her expert help in proofing, checking and for ...
Pop-up Retail`s Acceptability as an Innovative Business Strategy
... accessibility in the consumer’s mind, increases brand strength, and influences recall of the retailer from memory. These findings support the importance of experiential marketing approaches to provide opportunities for consumer accessibility, and experience with retailers, their brands, and other of ...
... accessibility in the consumer’s mind, increases brand strength, and influences recall of the retailer from memory. These findings support the importance of experiential marketing approaches to provide opportunities for consumer accessibility, and experience with retailers, their brands, and other of ...
The effects of e-mail marketing on brand loyalty.
... loyalty has a positive moderating effect on the frequency of the e-mail communication, perceived usefulness has a positive effect on satisfaction. The perceived intrusiveness has a negative moderating effect on all factors influencing repeat purchase behavior and attitudes towards a brand. Finally a ...
... loyalty has a positive moderating effect on the frequency of the e-mail communication, perceived usefulness has a positive effect on satisfaction. The perceived intrusiveness has a negative moderating effect on all factors influencing repeat purchase behavior and attitudes towards a brand. Finally a ...
User-generated advertising: the effects of consumer
... Second, 25 videos were selected, and a panel of expert judges validated their valence as positive, negative or neutral before specific UGA were selected as stimuli. Finally, an Internet self-completion questionnaire was sent to the University of Birmingham’s Business School students, and 208 usable ...
... Second, 25 videos were selected, and a panel of expert judges validated their valence as positive, negative or neutral before specific UGA were selected as stimuli. Finally, an Internet self-completion questionnaire was sent to the University of Birmingham’s Business School students, and 208 usable ...
10 Writing Persuasive Messages
... 13) The best way to persuade an audience to do something is to A) convince them that their existing motivations are unreasonable. B) change their motivation by suggesting that they are unsophisticated. C) align your message with their existing motivation. D) use scare tactics to describe the conseq ...
... 13) The best way to persuade an audience to do something is to A) convince them that their existing motivations are unreasonable. B) change their motivation by suggesting that they are unsophisticated. C) align your message with their existing motivation. D) use scare tactics to describe the conseq ...
UNIVERSIDAD DE MURCIA
... does not want to be worth less. He sees that one of his friends has shared a post about a new tablet that Samsung has just launched on Facebook. When he checks his Twitter account, a “trending topic” attracts his attention: “Ipad”. If many people are talking about it, it could mean that Apple is goi ...
... does not want to be worth less. He sees that one of his friends has shared a post about a new tablet that Samsung has just launched on Facebook. When he checks his Twitter account, a “trending topic” attracts his attention: “Ipad”. If many people are talking about it, it could mean that Apple is goi ...
2 What is Advertising Creativity?
... social encounters to observing marketers and other persuaders, as well as through exposure to media commentary on marketing and advertising tactics. Over time the public’s perception of advertising is greatly influenced by the building up of ACK, and this greater understanding of how we are constant ...
... social encounters to observing marketers and other persuaders, as well as through exposure to media commentary on marketing and advertising tactics. Over time the public’s perception of advertising is greatly influenced by the building up of ACK, and this greater understanding of how we are constant ...
The Value of Subliminal Advertising to the Modern Marketer
... 1-tail statistical tests where one anal ...
... 1-tail statistical tests where one anal ...
Propaganda of the Turn of Centuries
... present events and suggest the way of our participating in them.3 Politics that is advertised in election campaigns is a specific kind of product. The views advertised then are frequently far from being possible to bring into life, because their aim is to win the electorate and not to introduce a sy ...
... present events and suggest the way of our participating in them.3 Politics that is advertised in election campaigns is a specific kind of product. The views advertised then are frequently far from being possible to bring into life, because their aim is to win the electorate and not to introduce a sy ...
Retail Assortment: More ≠ Better
... information are processed. This is very easily accomplished in on-line environments, by controlling which brands are presented first. In store this can be accomplished by the position of the brands in the display (right-to-left and left-to-right, as well as shelf level). Consumers can also develop i ...
... information are processed. This is very easily accomplished in on-line environments, by controlling which brands are presented first. In store this can be accomplished by the position of the brands in the display (right-to-left and left-to-right, as well as shelf level). Consumers can also develop i ...
The Influence of Visual Puns on Advertising Credibility
... McQuarrie and Mick (2003) indicated that although visual rhetoric originated in rhetoric, related studies have been conducted in other fields such as semiotics, psychology, and advertising. Such studies have demonstrated the importance of visual rhetoric. Regarding the application of visual rhetoric ...
... McQuarrie and Mick (2003) indicated that although visual rhetoric originated in rhetoric, related studies have been conducted in other fields such as semiotics, psychology, and advertising. Such studies have demonstrated the importance of visual rhetoric. Regarding the application of visual rhetoric ...
The effectiveness of advertising through the social media
... used in the survey, as well as their loyalty to brand, were explored. Descriptive statistics and correlations revealed that many factors actually influence one‟s attitude to a brand and the actual effectiveness of the advertisement. Some trends of interest that were found were the fact that brands t ...
... used in the survey, as well as their loyalty to brand, were explored. Descriptive statistics and correlations revealed that many factors actually influence one‟s attitude to a brand and the actual effectiveness of the advertisement. Some trends of interest that were found were the fact that brands t ...
Online Consumer Review
... and Mayzlin (2006) find that online book reviews have a significant impact on book sales. Liu (2006) shows that consumer reviews at the Yahoo Movies website has a significant effect on box office revenue. However, not all online sellers supply consumer reviews on their websites. For example, Chen and Xi ...
... and Mayzlin (2006) find that online book reviews have a significant impact on book sales. Liu (2006) shows that consumer reviews at the Yahoo Movies website has a significant effect on box office revenue. However, not all online sellers supply consumer reviews on their websites. For example, Chen and Xi ...
Fear: The Potential of an Appeal Neglected by Marketing
... higher effectiveness for moderate fear appeals mentioned earlier. If this curvilinear or nonmonotonic explanation is true, however, why did Janis and Feshbach find the most minimal fear level to be most effective? Why do other researchers find maximal fear levels to be most effective? And, more impo ...
... higher effectiveness for moderate fear appeals mentioned earlier. If this curvilinear or nonmonotonic explanation is true, however, why did Janis and Feshbach find the most minimal fear level to be most effective? Why do other researchers find maximal fear levels to be most effective? And, more impo ...
Impact of Celebrity Credibility on Advertising Effectiveness
... In their study, they evaluated the influence of endorser and business integrity on feelingsto-the-ad, toward-the-products, along with buying objectives. They identified the integrity of the advertisements endorser, the integrity of the business, plus approach-tothe-advertisement, mind-set-to-the-pro ...
... In their study, they evaluated the influence of endorser and business integrity on feelingsto-the-ad, toward-the-products, along with buying objectives. They identified the integrity of the advertisements endorser, the integrity of the business, plus approach-tothe-advertisement, mind-set-to-the-pro ...
BEHAVIOR
... Theories of buyer behaviour present simplified pictures of the forces underlying choices in general. They are not intended to provide insights about the distinctive way that a particular consumer chooses, say, which television programme to watch and how such a choice is made in a manner different fr ...
... Theories of buyer behaviour present simplified pictures of the forces underlying choices in general. They are not intended to provide insights about the distinctive way that a particular consumer chooses, say, which television programme to watch and how such a choice is made in a manner different fr ...
Preview Sample 1
... result in adaptation and temporary hearing loss before a change in behaviour could occur D) teen-rocker listeners are thought to be highly resistant to external persuasion attempts E) value systems of listeners are usually stronger than the hidden messages Answer: B ...
... result in adaptation and temporary hearing loss before a change in behaviour could occur D) teen-rocker listeners are thought to be highly resistant to external persuasion attempts E) value systems of listeners are usually stronger than the hidden messages Answer: B ...
FREE Sample Here
... Answer: B 37) Which of the following most accurately reflects the current thinking about the use of subliminal perception in marketing promotions? A) It comes down to a matter of attention. If a viewer will pay enough attention to a subliminal message, then it can have some specific effects. B) Ther ...
... Answer: B 37) Which of the following most accurately reflects the current thinking about the use of subliminal perception in marketing promotions? A) It comes down to a matter of attention. If a viewer will pay enough attention to a subliminal message, then it can have some specific effects. B) Ther ...
Ruinous Arguments: Escalation of disagreement and the dangers of
... knowledge spontaneously suggest him a possible argument to foster his position, he can decide whether or not to make use of that argument—and this is what Hample and others call an editorial decision. Editing can invite either suppression or revision of the message, for a variety of reasons: the emp ...
... knowledge spontaneously suggest him a possible argument to foster his position, he can decide whether or not to make use of that argument—and this is what Hample and others call an editorial decision. Editing can invite either suppression or revision of the message, for a variety of reasons: the emp ...
An Investigation of Consumer Traits and their
... costs, fight fraud, and increase profits, these policies may also turn loyal customers away. Strict return policies may, for example, prevent experimentation with innovative products by some consumers because they are afraid they will not be able to return the product if it does not perform as antic ...
... costs, fight fraud, and increase profits, these policies may also turn loyal customers away. Strict return policies may, for example, prevent experimentation with innovative products by some consumers because they are afraid they will not be able to return the product if it does not perform as antic ...
Determinants of Consumer Perceptions toward Mobile Advertising
... Web-based research in a cross-cultural context has revealed that a user's cultural background strongly influences his/her perception of visible advertising design elements (Marcus and Gould 2000; Park and Lee 2009; Sultan, Rohm, and Gao 2009; Wang and Sun 2010). World Wide Web advertisers have react ...
... Web-based research in a cross-cultural context has revealed that a user's cultural background strongly influences his/her perception of visible advertising design elements (Marcus and Gould 2000; Park and Lee 2009; Sultan, Rohm, and Gao 2009; Wang and Sun 2010). World Wide Web advertisers have react ...
Attitudes and Attitude Change - 2008
... social psychology was behavioristic in its orientation. The seminal work of Hovland and his colleagues (e.g., Hovland, Janis, & Kelley, 1953), after all, was framed largely in terms of Hovland’s translation and extension of Clark Hull’s learning theory model to issues of communication and persuasion ...
... social psychology was behavioristic in its orientation. The seminal work of Hovland and his colleagues (e.g., Hovland, Janis, & Kelley, 1953), after all, was framed largely in terms of Hovland’s translation and extension of Clark Hull’s learning theory model to issues of communication and persuasion ...