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  • Search: subject:"Advertising Effectiveness"
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Year of publication
Subject
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Advertising 186 Advertising effectiveness 184 Werbewirkung 157 Advertising effects 154 Werbung 141 Consumer behaviour 120 advertising effectiveness 112 Konsumentenverhalten 102 Internet marketing 90 Online-Marketing 83 Brand management 27 Marketing strategy 20 Marketing management 18 Brand image 17 Marketingmanagement 16 Markenimage 15 Social Web 15 Social web 15 Advertising Effectiveness 14 Markenführung 14 Marketing 13 Psychology of advertising 13 Werbepsychologie 13 Experiment 12 Advertising media 11 Fernsehwerbung 11 Strategic marketing 11 Television advertising 11 Emotion 10 Gender 10 Internet 10 Marketing communications 10 Perception 9 Target group 9 Zielgruppe 9 Geschlecht 8 Marketing models 8 Marketing philosophy 8 Brand 7 Celebrity endorsement 7
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Online availability
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Undetermined 246 Free 44
Type of publication
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Article 308 Book / Working Paper 27 Other 1
Type of publication (narrower categories)
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Article in journal 150 Aufsatz in Zeitschrift 150 research-article 88 non-article 14 Graue Literatur 9 Non-commercial literature 9 viewpoint 8 Article 7 review-article 7 Working Paper 5 case-report 5 Arbeitspapier 4 Aufsatz im Buch 4 Book section 4 Hochschulschrift 4 review 3 Conference paper 2 Konferenzbeitrag 2 conceptual-paper 2 Aufsatzsammlung 1 Collection of articles of several authors 1 Sammelwerk 1 Thesis 1 technical-paper 1
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Language
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English 301 Undetermined 30 German 4 Spanish 1
Author
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Hutter, Katharina 5 Ali, Mazhar 4 Fesenmaier, Daniel R. 4 Johnson, Garrett A. 4 Lewis, Randall A. 4 Martín-Santana, Josefa D. 4 Reinares-Lara, Eva 4 Choe, Yeongbae 3 Clement, Michel 3 Franses, Philip Hans 3 Grigaliunaite, Viktorija 3 Guitart, Ivan A. 3 Kim, Dong Hoo 3 Olbrich, Rainer 3 Phau, Ian 3 Pileliene, Lina 3 Romaniuk, Jenni 3 Rotfeld, Herbert Jack 3 Stienmetz, Jason L. 3 Vermeir, Iris 3 Wu, Linwan 3 Abou Nabout, Nadia 2 Anjum, Munazzah Mehak 2 Basit, Abdul 2 Becker, Maren 2 Bijmolt, Tammo H. A. 2 Brettel, Malte 2 Briggs, Elten 2 Bush, Bianca 2 Cauberghe, Veroline 2 Corkindale, David 2 Cornelis, Erlinde 2 Danaher, Peter J. 2 Diehl, Sandra 2 Dodoo, Naa Amponsah 2 Du, Rui 2 Fam, Kim‐Shyan 2 Franses, Ph.H.B.F. 2 Furnham, Adrian 2 Graefe, Andreas 2
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Institution
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Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft (ZBW) 2 Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam. 2 Erasmus Research Institute of Management (ERIM), Erasmus Universiteit Rotterdam 2 Université Paris-Dauphine (Paris IX) 2 Volkswirtschaftliche Fakultät, Ludwig-Maximilians-Universität München 2 Charles H. Dyson School of Applied Economics and Management, Cornell University 1 Faculteit Economie en Bedrijfswetenschappen, Hogeschool-Universiteit Brussel (HUBrussel) 1 Faculteit Toegepaste Economische Wetenschappen, Universiteit Antwerpen 1 Gottfried Wilhelm Leibniz Universität Hannover 1
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Published in...
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European Journal of Marketing 29 Strategic Direction 19 Journal of Consumer Marketing 16 Journal of marketing communications 13 International journal of advertising : the review of marketing communications 11 Marketing Intelligence & Planning 11 International journal of advertising : the quarterly review of marketing communications 10 Asia Pacific Journal of Marketing and Logistics 6 International Journal of Pharmaceutical and Healthcare Marketing 5 Journal of Services Marketing 5 Journal of promotion management : JPM 5 Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences 5 European journal of marketing : EJM 4 International journal of research in marketing : IJRM ; official journal of the European Marketing Academy 4 Journal of business research : JBR 4 Journal of marketing research 4 Tourism analysis : an interdisciplinary tourism & hospitality journal 4 Australasian marketing journal 3 International Marketing Review 3 International journal of internet marketing and advertising : IJIMA 3 Journal of Product & Brand Management 3 Marketing intelligence & planning 3 BuR - Business Research 2 Cuadernos de Gestión 2 ERIM Report Series Research in Management 2 EconStor Preprints 2 Economics Papers from University Paris Dauphine 2 Equilibrium 2 International Journal of Sports Marketing and Sponsorship 2 International journal of electronic commerce : IJEC 2 Investigaciones Europeas de Dirección y Economía de la Empresa (IEDEE) 2 Journal of Business & Industrial Marketing 2 Journal of Consumer Policy 2 Journal of Fashion Marketing and Management: An International Journal 2 Journal of Islamic Marketing 2 Journal of Research in Interactive Marketing 2 Journal of consumer policy : consumer issues in law, economics and behavioural sciences 2 Journal of global marketing 2 Journal of marketing research : JMR 2 Journal of travel and tourism marketing 2
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Source
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ECONIS (ZBW) 167 Other ZBW resources 128 RePEc 31 EconStor 8 BASE 2
Showing 121 - 130 of 336
Cover Image
Ghost ads : improving the economics of measuring online ad effectiveness
Johnson, Garrett A.; Lewis, Randall A.; Nubbemeyer, Elmar I. - In: Journal of marketing research : JMR 54 (2017) 6, pp. 867-884
Persistent link: https://www.econbiz.de/10011784982
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Super returns to Super Bowl ads?
Stephens-Davidowitz, Seth; Varian, Hal R.; Smith, Michael D. - In: Quantitative marketing and economics : QME 15 (2017) 1, pp. 1-28
Persistent link: https://www.econbiz.de/10011710351
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The effect of female celebrity spokesperson in FMCG advertising: neuromarketing approach
Pileliene, Lina; Grigaliunaite, Viktorija - In: Journal of Consumer Marketing 34 (2017) 3, pp. 202-213
was concluded that a famous female spokesperson indeed has a significant effect on FMCG advertising effectiveness …. Practical implications The selection of a female celebrity spokesperson when seeking FMCG advertising effectiveness depends on … spokesperson on FMCG advertising effectiveness, this research will be of academic interest, integrating both marketing theory and …
Persistent link: https://www.econbiz.de/10014849883
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Determinants of Advertising Effectiveness: The Development of an International Advertising Elasticity Database and a Meta-Analysis
Henningsen, Sina; Heuke, Rebecca; Clement, Michel - In: BuR - Business Research 4 (2011) 2, pp. 193-239
Increasing demand for marketing accountability requires an efficient allocation of marketing expenditures. Managers who know the elasticity of their marketing instruments can allocate their budgets optimally. Meta-analyses offer a basis for deriving benchmark elasticities for advertising....
Persistent link: https://www.econbiz.de/10010421364
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Determinants of Advertising Effectiveness: The Development of an International Advertising Elasticity Database and a Meta-Analysis
Henningsen, Sina; Heuke, Rebecca; Clement, Michel - In: BuR - Business Research 4 (2011) 2, pp. 193-239
Increasing demand for marketing accountability requires an efficient allocation of marketing expenditures. Managers who know the elasticity of their marketing instruments can allocate their budgets optimally. Meta-analyses offer a basis for deriving benchmark elasticities for advertising....
Persistent link: https://www.econbiz.de/10009401708
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Emotional Integration and Advertising Effectiveness:Case of Perfumes Advertising
Alioui, Sonia Ktari - 2016
This paper examines emotions in advertising, its effects and functioning. Using an interview-based experiment on 256 participants, we found that emotions perceived during an advertising exposure could play an important role in eliciting responses towards the ad and the brand. However, this...
Persistent link: https://www.econbiz.de/10011437129
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Visual metaphors in ads : the inverted-U effects of incongruity on processing pleasure and ad effectiveness
Mohanty, Praggyan; Ratneshwar, Srinivasan - In: Journal of promotion management : JPM 22 (2016) 3, pp. 443-460
Persistent link: https://www.econbiz.de/10011532998
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Pro-environment advertising messages : the role of regulatory focus
Bhatnagar, Namita; McKay-Nesbitt, Jane - In: International journal of advertising : the quarterly … 35 (2016) 1, pp. 4-22
Persistent link: https://www.econbiz.de/10011547919
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"Kid tested, mother approved" : the relationship between advertising expenditures and "most-loved" brands
Kim, Kacy K.; Williams, Jerome D.; Wilcox, Gary B. - In: International journal of advertising : the quarterly … 35 (2016) 1, pp. 42-60
Persistent link: https://www.econbiz.de/10011547936
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Persuasion Principles Index : ready for pretesting advertisements
Green, Kesten C.; Armstrong, Jon Scott; Du, Rui; … - In: European journal of marketing : EJM 50 (2016) 1/2, pp. 317-326
Persistent link: https://www.econbiz.de/10011453396
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