the influence of product type, humour type, brand attitude, and
... between the facets. Interactions supported by the empirical findings. The findings revealed that brand attitude affects ad attitude through humour attitude. Additionally, ad attitude was confirmed to influence brand attitude, though only for yellow and white products. Overall the interrelations depi ...
... between the facets. Interactions supported by the empirical findings. The findings revealed that brand attitude affects ad attitude through humour attitude. Additionally, ad attitude was confirmed to influence brand attitude, though only for yellow and white products. Overall the interrelations depi ...
The Tabletop Report 2009
... The Tabletop Report 2009 INTRODUCTION ............................................................................................................................................................13 Objectives of the Research Study ...................................................................... ...
... The Tabletop Report 2009 INTRODUCTION ............................................................................................................................................................13 Objectives of the Research Study ...................................................................... ...
INTEGRATED MARKETING COMMUNICATIONS AND
... My appreciation goes to God Almighty, my father, creator and sustainer. Whatever I am today can only be attributed to God’s divine grace. My warm appreciation also goes to the chancellor of Covenant University, Dr David Oyedepo, who through his obedience to God’s instructions has made possible this ...
... My appreciation goes to God Almighty, my father, creator and sustainer. Whatever I am today can only be attributed to God’s divine grace. My warm appreciation also goes to the chancellor of Covenant University, Dr David Oyedepo, who through his obedience to God’s instructions has made possible this ...
Creativity and Price Uncovered
... Marketing communication is more important than ever before, but in a media landscape that is becoming increasingly saturated marketers are finding it hard to get through to consumers (Rosengren, 2008). Only in one regular magazine there can be up to 70 ads (Malaviya et al., 1999) and it is estimated ...
... Marketing communication is more important than ever before, but in a media landscape that is becoming increasingly saturated marketers are finding it hard to get through to consumers (Rosengren, 2008). Only in one regular magazine there can be up to 70 ads (Malaviya et al., 1999) and it is estimated ...
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 ........................................ ...
A Review of RJ Reynolds` Internal Documents Produced in Mangini
... Development "White Paper" (1986). Although Winston's overall share continued to grow into the late 70s through its older franchise, it quickly declined as these older smokers began to die off and the young Marlboro loyalists grew into smoking more and more Marlboro ...
... Development "White Paper" (1986). Although Winston's overall share continued to grow into the late 70s through its older franchise, it quickly declined as these older smokers began to die off and the young Marlboro loyalists grew into smoking more and more Marlboro ...
The Differential Roles of Brand Credibility and Brand Prestige in
... respectively, from 2006 (Simon & Reed, 2007). Accordingly, it is not surprising to see that the consumer market has recently seen a considerable increase in the amount of luxury brand marketing (Wiedmann, Hennigs, & Siebels, 2009; Keller, 2009). For example, Louis Vuitton’s advertising campaign, dev ...
... respectively, from 2006 (Simon & Reed, 2007). Accordingly, it is not surprising to see that the consumer market has recently seen a considerable increase in the amount of luxury brand marketing (Wiedmann, Hennigs, & Siebels, 2009; Keller, 2009). For example, Louis Vuitton’s advertising campaign, dev ...
Selling "Kawaii" in Advertising - e
... has been done to investigate the effects of cute appeals in actual advertisements. Partially that is due to the lack of a reliable definition and measuring scale for the concept. Because the term kawaii is a versatile concept with great cultural variations (McVeigh, 2000), it is difficult to define ...
... has been done to investigate the effects of cute appeals in actual advertisements. Partially that is due to the lack of a reliable definition and measuring scale for the concept. Because the term kawaii is a versatile concept with great cultural variations (McVeigh, 2000), it is difficult to define ...
Fifteen Percent or More: A Content Analysis of Geico`s Commercial
... continue to be tomorrow (Elliot, 2011). These approaches have helped to produce a steady growth for the company for over a decade. The problem that this study strives to understand and to examine is Geico’s recent commercial advertisings uses of humor and its effectiveness. The researcher believes t ...
... continue to be tomorrow (Elliot, 2011). These approaches have helped to produce a steady growth for the company for over a decade. The problem that this study strives to understand and to examine is Geico’s recent commercial advertisings uses of humor and its effectiveness. The researcher believes t ...
Successful Implementation of Grocery Store Loyalty Reward Programs
... Consumer loyalty programs are a key marketing strategy implemented across multiple industries in the United States. A successfully implemented loyalty program can benefit both the consumer and the company. The purpose of this single case study was to explore strategies that grocery store managers us ...
... Consumer loyalty programs are a key marketing strategy implemented across multiple industries in the United States. A successfully implemented loyalty program can benefit both the consumer and the company. The purpose of this single case study was to explore strategies that grocery store managers us ...
Advertising and PrOmotion
... For decades the advertising business was dominated by large, full-service Madison Avenue–type agencies. The advertising strategy for a national brand involved creating one or two commercials that could be run on network television, a few print ads that would run in general interest magazines, and so ...
... For decades the advertising business was dominated by large, full-service Madison Avenue–type agencies. The advertising strategy for a national brand involved creating one or two commercials that could be run on network television, a few print ads that would run in general interest magazines, and so ...
Advertising and PrOmotion: An Integrated Marketing
... For decades the advertising business was dominated by large, full-service Madison Avenue–type agencies. The advertising strategy for a national brand involved creating one or two commercials that could be run on network television, a few print ads that would run in general interest magazines, and so ...
... For decades the advertising business was dominated by large, full-service Madison Avenue–type agencies. The advertising strategy for a national brand involved creating one or two commercials that could be run on network television, a few print ads that would run in general interest magazines, and so ...
Advertising and PrOmotion: An Integrated Marketing
... For decades the advertising business was dominated by large, full-service Madison Avenue–type agencies. The advertising strategy for a national brand involved creating one or two commercials that could be run on network television, a few print ads that would run in general interest magazines, and so ...
... For decades the advertising business was dominated by large, full-service Madison Avenue–type agencies. The advertising strategy for a national brand involved creating one or two commercials that could be run on network television, a few print ads that would run in general interest magazines, and so ...
Full Text ( Final Version , 5mb )
... brand image, attaches emotional values to the brand (which generates loyalty), and builds positive reputation. The most important role of advertising is the help to increase sales by creating awareness. As consumers become acquainted with different products from different brands, a decision is made ...
... brand image, attaches emotional values to the brand (which generates loyalty), and builds positive reputation. The most important role of advertising is the help to increase sales by creating awareness. As consumers become acquainted with different products from different brands, a decision is made ...
Conceptualizing, Measuring, and Managing
... A brandcan be defined as "a name, term, sign, symbol, or design, or combinationof them which is intendedto identify the goods and services of one seller or groupof sellers and to differentiatethem from those of competitors"(Kotler 1991; p. 442). These individual brand components are here called "bra ...
... A brandcan be defined as "a name, term, sign, symbol, or design, or combinationof them which is intendedto identify the goods and services of one seller or groupof sellers and to differentiatethem from those of competitors"(Kotler 1991; p. 442). These individual brand components are here called "bra ...
A revised definition and four pillars
... that the significant growth of cinema advertising expenditure globally reinforces cinema’s effectiveness in complementing other media such as television, enabling it to produce higher brand recall. Naik and Raman (2003) also advance the advantages of media integration in that each medium enhances th ...
... that the significant growth of cinema advertising expenditure globally reinforces cinema’s effectiveness in complementing other media such as television, enabling it to produce higher brand recall. Naik and Raman (2003) also advance the advantages of media integration in that each medium enhances th ...
impact of advertising on customer purchase
... This study was conducted to develop a simple framework for finding out the impact of the different kinds of advertisement and promotional tools offered by pharmaceutical industry on the Consumer Purchase behavior and prescribing behavior of doctors. The trend towards self-medication is likely to gro ...
... This study was conducted to develop a simple framework for finding out the impact of the different kinds of advertisement and promotional tools offered by pharmaceutical industry on the Consumer Purchase behavior and prescribing behavior of doctors. The trend towards self-medication is likely to gro ...
- Carolina Digital Repository
... The AR campaign led to a 32% growth in attendance at the zoo’s “Close Encounters” exhibit (Craig, 2009, p.66). The ad also generated a large amount of press, and Saatchi and Saatchi won awards for innovative uses of new technology. In 2007 multiple issues existed with adaption of the technology. For ...
... The AR campaign led to a 32% growth in attendance at the zoo’s “Close Encounters” exhibit (Craig, 2009, p.66). The ad also generated a large amount of press, and Saatchi and Saatchi won awards for innovative uses of new technology. In 2007 multiple issues existed with adaption of the technology. For ...
DMA Insight: Consumer email tracking study 2016
... year’s tracker report are difficult to read. We are not delivering on our promise of delivering targeted relevant messages in all cases. In a bid to push out more content and cut through the noise, brands appear to be alienating their customers. This study highlights that consumers still see the val ...
... year’s tracker report are difficult to read. We are not delivering on our promise of delivering targeted relevant messages in all cases. In a bid to push out more content and cut through the noise, brands appear to be alienating their customers. This study highlights that consumers still see the val ...
November 2011 Vol 22 No 4 Issue - Australasian College of Road
... Important information for authors It is essential that authors writing for the journal obtain and follow the ACRS Instructions for authors. These can be downloaded from www.acrs.org.au/srcfiles/Instructions-for-authors-revised.pdf. Authors should check that they have complied with all r equirements ...
... Important information for authors It is essential that authors writing for the journal obtain and follow the ACRS Instructions for authors. These can be downloaded from www.acrs.org.au/srcfiles/Instructions-for-authors-revised.pdf. Authors should check that they have complied with all r equirements ...
Propaganda of the Turn of Centuries
... important. We can have an impression that the advertised objects, tendencies, behaviours and convictions have the value determining the quality of life. Their effective advertising may determine attitudes and decisions, and influence thinking on a given subject. It may also introduce us in a specifi ...
... important. We can have an impression that the advertised objects, tendencies, behaviours and convictions have the value determining the quality of life. Their effective advertising may determine attitudes and decisions, and influence thinking on a given subject. It may also introduce us in a specifi ...
Product placement effectiveness: revisited and renewed
... Product placements can have a significant effect on message receptivity (Panda, 2004). The sponsor of product placements is likely to gain goodwill by associating itself with a popular program targeted to a specific audience. The more successful the program, the longer shelf life of the product plac ...
... Product placements can have a significant effect on message receptivity (Panda, 2004). The sponsor of product placements is likely to gain goodwill by associating itself with a popular program targeted to a specific audience. The more successful the program, the longer shelf life of the product plac ...
Viewable Impressions
... The delivery of the campaign must ensure that the campaign also reaches the intended target groups. Proof of delivery in technical terms is given by a standardised count of advertising contacts, the ‘ad impressions’. Alongside this quantitative figure, qualitative measurements are being increasingly ...
... The delivery of the campaign must ensure that the campaign also reaches the intended target groups. Proof of delivery in technical terms is given by a standardised count of advertising contacts, the ‘ad impressions’. Alongside this quantitative figure, qualitative measurements are being increasingly ...
The Direct Marketer`s Essential Guide to Search Engine Marketing
... terms like “products” with terms specific to your business. Medtronic used iProspect to restructure the headlines and copy of its site to match relevant medical keywords. Getting links from sites that your customers read also boosts search engine visibility. Which keywords should I use? The most cru ...
... terms like “products” with terms specific to your business. Medtronic used iProspect to restructure the headlines and copy of its site to match relevant medical keywords. Getting links from sites that your customers read also boosts search engine visibility. Which keywords should I use? The most cru ...
marketing efforts aimed at children - Center for Science in the Public
... 6½-ounce bottles, and people typically drank them on picnics, with a Sunday dinner, or at a ball game. Soft drinks were seen as a contributor to tooth decay, but beyond that they didn’t raise serious health concerns. But then Coca-Cola, with Pepsi nipping at its heels, turbocharged its always-potent ...
... 6½-ounce bottles, and people typically drank them on picnics, with a Sunday dinner, or at a ball game. Soft drinks were seen as a contributor to tooth decay, but beyond that they didn’t raise serious health concerns. But then Coca-Cola, with Pepsi nipping at its heels, turbocharged its always-potent ...
Targeted advertising
Targeted advertising is a type of advertising whereby advertisements are placed so as to reach consumers based on various traits such as demographics, psychographics, behavioral variables (such as product purchase history), and firmographics ... or other second-order activities which serve as a proxy for these traits.Most targeted new media advertising currently uses second-order proxies for targeting, such as tracking online or mobile web activities of consumers, associating historical webpage consumer demographics with new consumer web page access, using a search word as the basis for implied interest, or contextual advertising.Addressable advertising systems serve ads directly based on demographic, psychographic, or behavioral attributes associated with the consumer(s) exposed to the ad. These systems are always digital and must be addressable in that the end point which serves the ad (set-top box, website, or digital sign) must be capable of rendering an ad independently of any other end points based on consumer attributes specific to that end point at the time the ad is served. Addressable advertising systems therefore must use consumer traits associated with the end points as the basis for selecting and serving ads.