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`Check the Rhyme`: A Study of Brand References in Music Videos
... interchangeably, Balasubramanian‘s definition necessitates a focus on branded products (e.g., Coca-Cola) as opposed to simply products (e.g., soda). Thus, following Balasubramanian‘s definition, we focus our attention on brands inserted into media content and will therefore use the term ‗brand place ...
... interchangeably, Balasubramanian‘s definition necessitates a focus on branded products (e.g., Coca-Cola) as opposed to simply products (e.g., soda). Thus, following Balasubramanian‘s definition, we focus our attention on brands inserted into media content and will therefore use the term ‗brand place ...
Brand architecture strategy and firm value: how
... basic alternatives … are architectures that in practice and consequence are very different” (p. 314). Branding experts including Aaker (2004), Franzen (2009), Kapferer (2012), and Keller (2012) note that since brand architecture has a strong influence on the performance of a company and governs the ...
... basic alternatives … are architectures that in practice and consequence are very different” (p. 314). Branding experts including Aaker (2004), Franzen (2009), Kapferer (2012), and Keller (2012) note that since brand architecture has a strong influence on the performance of a company and governs the ...
Introduction Manufactured Brands and National Brands Private
... and quality, which would kill their brands. Top management from the department stores always highlights the initiativeness on private label for achieving higher margins, as an alternative to squeezing the national brands. Retailers and brands need partnerships rather than adversarial relationships, ...
... and quality, which would kill their brands. Top management from the department stores always highlights the initiativeness on private label for achieving higher margins, as an alternative to squeezing the national brands. Retailers and brands need partnerships rather than adversarial relationships, ...
Academic paper : The evolving brand logic: A service
... Individual goods-focus brand era: 1900s – 1930s The concept of brand was introduced into the marketing literature in the early 1900s (Room 1998; Stern 2006). The central notion was that brands constituted a way for customers to identify and recognize goods (and their manufacturer). According to Low ...
... Individual goods-focus brand era: 1900s – 1930s The concept of brand was introduced into the marketing literature in the early 1900s (Room 1998; Stern 2006). The central notion was that brands constituted a way for customers to identify and recognize goods (and their manufacturer). According to Low ...
Using Advertising and Promotion to Build Brands
... A critical responsibility of marketing: Interpreting the needs of the customer and the marketplace and bringing that information to all departments ...
... A critical responsibility of marketing: Interpreting the needs of the customer and the marketplace and bringing that information to all departments ...
Marketing
... c) An agent has no legal authority to act on behalf of a manufacturer d) A wholesaler is an intermediary who sells to consumers e) A broker is a synonym for an agent Ans: e Feedback: Dealer and distributor are described as the two least precise terms. A retailer sells to ultimate consumers. An agent ...
... c) An agent has no legal authority to act on behalf of a manufacturer d) A wholesaler is an intermediary who sells to consumers e) A broker is a synonym for an agent Ans: e Feedback: Dealer and distributor are described as the two least precise terms. A retailer sells to ultimate consumers. An agent ...
Sponsorship Program Protection Strategies for Special Sport Events
... purchases advertising within the telecast of a sport special event could be construed by the event organizer and official sponsor as an ambush marketer regardless of that company’s business motives, ethical perspective, or legal rights. Highlighting, on the other hand, the ambiguities surrounding th ...
... purchases advertising within the telecast of a sport special event could be construed by the event organizer and official sponsor as an ambush marketer regardless of that company’s business motives, ethical perspective, or legal rights. Highlighting, on the other hand, the ambiguities surrounding th ...
marketing communication in finnish industrial companies
... findings it is easy to assume that Finnish companies face difficulties to understand their customers. Furthermore, probably bidirectional interaction and communication with customers is not working as smoothly as possible, and thus companies are not able to serve their customers individually. Anothe ...
... findings it is easy to assume that Finnish companies face difficulties to understand their customers. Furthermore, probably bidirectional interaction and communication with customers is not working as smoothly as possible, and thus companies are not able to serve their customers individually. Anothe ...
agreed - APEC Meeting Document Database
... Effective self-regulation is the best means of maintaining the freedom to advertise and freedom has a price. Self-regulation is not a cut-price option: it can function effectively only if it is properly funded. A self-regulatory system requires a robust method of funding involving the commitment of ...
... Effective self-regulation is the best means of maintaining the freedom to advertise and freedom has a price. Self-regulation is not a cut-price option: it can function effectively only if it is properly funded. A self-regulatory system requires a robust method of funding involving the commitment of ...
Twitter: Businesses Increasing Their Revenues 140 Characters at a
... them increase brand exposure and broaden customer reach. This goal and many others can be met by companies if they study current social networking sites, understand how they operate, and take note of the usage patterns of individuals on such sites. When users join these social networking sites they ...
... them increase brand exposure and broaden customer reach. This goal and many others can be met by companies if they study current social networking sites, understand how they operate, and take note of the usage patterns of individuals on such sites. When users join these social networking sites they ...
Ch01_MKTG_TB_2Ce
... 18. Researchers at PPG Industries spent considerable time, effort, and money developing a bluish ...
... 18. Researchers at PPG Industries spent considerable time, effort, and money developing a bluish ...
Titus S - Aiu.edu
... Problem: Traditional strategic thinking argues that greater market share equals greater profit. As most companies employ traditional strategic thinking, market share can be a misleading, dangerous measure and marketing myopia risk may emerge. Planning is not value creation for the international firm ...
... Problem: Traditional strategic thinking argues that greater market share equals greater profit. As most companies employ traditional strategic thinking, market share can be a misleading, dangerous measure and marketing myopia risk may emerge. Planning is not value creation for the international firm ...
IOSR Journal of Business and Management (IOSR-JBM)
... Rapid development of banking industries in Indonesia may indicate the increasing number of people who use banking services. These customers should also increasingly be more critical in choosing a bank, particularly associated with banking services. This situation results in the increasingly fierce c ...
... Rapid development of banking industries in Indonesia may indicate the increasing number of people who use banking services. These customers should also increasingly be more critical in choosing a bank, particularly associated with banking services. This situation results in the increasingly fierce c ...
View PDF - CiteSeerX
... Acquisition costs have to be affixed when contemplating the CLV of a future customer. With regard to existing customers, they have to be booked as sunk costs. Since these costs arise only once, they may be characterized as a company’s irreversible investment in the customer. Their customer-specific ...
... Acquisition costs have to be affixed when contemplating the CLV of a future customer. With regard to existing customers, they have to be booked as sunk costs. Since these costs arise only once, they may be characterized as a company’s irreversible investment in the customer. Their customer-specific ...
A dynamic model of customer loyalty
... (1987) identified trust as the critical factor for the move from discrete market transactions towards continuous exchange relationships. Trust was viewed as one of the most relevant antecedents of stable and collaborative relationships. The centrality of trust in market relationships is made evident ...
... (1987) identified trust as the critical factor for the move from discrete market transactions towards continuous exchange relationships. Trust was viewed as one of the most relevant antecedents of stable and collaborative relationships. The centrality of trust in market relationships is made evident ...
GMP Singapore 2008
... Everyone has a specialized job function and is not allowed to intrude in others’ areas___ Customer contact people do not have the power to make decisions ______ Service polices are arbitrary ______ We are more interested in making a profit than in building a loyal customer base _______ Strategic Mar ...
... Everyone has a specialized job function and is not allowed to intrude in others’ areas___ Customer contact people do not have the power to make decisions ______ Service polices are arbitrary ______ We are more interested in making a profit than in building a loyal customer base _______ Strategic Mar ...
FREE Sample Here
... C. The development of a nationwide railroad system. D. The inauguration of rural free delivery (RFD). E. Creation of mass communication medium such as radio. ...
... C. The development of a nationwide railroad system. D. The inauguration of rural free delivery (RFD). E. Creation of mass communication medium such as radio. ...
FREE Sample Here
... 53. A decade after World War I ended, a significant event occurred that caused corporate budget cutting, and advertising expenditures to plummet. This event was: A. the imposition of a personal income tax by the federal government. B. the defeat of Germany and its default on loans that had been gran ...
... 53. A decade after World War I ended, a significant event occurred that caused corporate budget cutting, and advertising expenditures to plummet. This event was: A. the imposition of a personal income tax by the federal government. B. the defeat of Germany and its default on loans that had been gran ...
Chapter 9: Creating Brand Equity LEARNING OBJECTIVES After
... be convinced that there are meaningful differences among brands in the product or service category. F) The key to branding is that consumer must not think that all brands in the category are the same. G) Brand differences often are related to attributes or benefits of the product itself. H) Branding ...
... be convinced that there are meaningful differences among brands in the product or service category. F) The key to branding is that consumer must not think that all brands in the category are the same. G) Brand differences often are related to attributes or benefits of the product itself. H) Branding ...
Exploring the Store with Your Hands
... -A quantitative study about tactile marketing for FMCG Marketers have acknowledged the great importance of touch during consumers’ decisionmaking process. However, no one has ever empirically investigated if this holds true even for products whose material properties are not diagnostic for the produ ...
... -A quantitative study about tactile marketing for FMCG Marketers have acknowledged the great importance of touch during consumers’ decisionmaking process. However, no one has ever empirically investigated if this holds true even for products whose material properties are not diagnostic for the produ ...
Chapter 02 The Evolution of Advertising
... 53. A decade after World War I ended, a significant event occurred that caused corporate budget cutting, and advertising expenditures to plummet. This event was: A. the imposition of a personal income tax by the federal government. B. the defeat of Germany and its default on loans that had been gran ...
... 53. A decade after World War I ended, a significant event occurred that caused corporate budget cutting, and advertising expenditures to plummet. This event was: A. the imposition of a personal income tax by the federal government. B. the defeat of Germany and its default on loans that had been gran ...
Developing a customer marketing strategy
... Ideally the CMS needs to be boiled down to a brief but succinct summary. Every employee should know it by heart, so they do not have to think twice when making decisions. It must be part of the culture of the organisation so that its insights can be fully exploited. ...
... Ideally the CMS needs to be boiled down to a brief but succinct summary. Every employee should know it by heart, so they do not have to think twice when making decisions. It must be part of the culture of the organisation so that its insights can be fully exploited. ...
CHAPTER 14
... Answer: (b) Difficulty: (3) Page: 524 29. All of the following are among the general goals of most training programs EXCEPT: a. to have salespeople understand the history and objectives of the organization. b. to have salespeople know the company’s products. c. to have salespeople know the customer ...
... Answer: (b) Difficulty: (3) Page: 524 29. All of the following are among the general goals of most training programs EXCEPT: a. to have salespeople understand the history and objectives of the organization. b. to have salespeople know the company’s products. c. to have salespeople know the customer ...