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  • Search: subject:"Advertising strategy"
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Year of publication
Subject
All
Advertising planning 808 Werbeplanung 808 Werbewirkung 222 Advertising effects 221 Werbung 187 Advertising 169 Marketingmanagement 145 Marketing management 144 Deutschland 114 Germany 112 Online-Marketing 101 Theorie 99 Theory 99 Internet marketing 98 Werbeträger 86 Advertising media 84 Consumer behaviour 80 Konsumentenverhalten 80 Brand management 74 Markenführung 74 USA 72 United States 72 Advertising industry 59 Werbewirtschaft 59 Zielgruppe 56 Target group 55 Marketing 53 Psychology of advertising 36 Werbepsychologie 36 Öffentlichkeitsarbeit 34 Public relations 32 Brand 31 Markenartikel 31 Marktforschung 30 Market research 29 Beziehungsmarketing 26 Relationship marketing 26 Direct marketing 25 Direktmarketing 25 Social Web 25
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Online availability
All
Undetermined 109 Free 66
Type of publication
All
Article 520 Book / Working Paper 307 Journal 10
Type of publication (narrower categories)
All
Article in journal 298 Aufsatz in Zeitschrift 298 Aufsatz im Buch 208 Book section 208 Hochschulschrift 59 Graue Literatur 52 Non-commercial literature 52 Thesis 44 Arbeitspapier 32 Working Paper 32 Ratgeber 31 Case study 26 Fallstudie 26 Guidebook 25 Lehrbuch 21 Collection of articles of several authors 20 Sammelwerk 20 Textbook 15 Bibliografie enthalten 12 Bibliography included 12 Aufsatzsammlung 9 Reprint 8 Handbook 6 Handbuch 6 Collection of articles written by one author 4 Konferenzschrift 4 Sammlung 4 Interview 3 Conference proceedings 2 Einführung 2 Forschungsbericht 2 Mehrbändiges Werk 2 Multi-volume publication 2 Nachschlagewerk 2 Reference book 2 research-article 2 review-article 2 Article 1 Beispielsammlung 1 Bibliografie 1
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Language
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English 533 German 295 Undetermined 8 French 4 Italian 1 Russian 1 Spanish 1 Swedish 1
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Author
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King, Stephen 13 Unger, Fritz 10 Naik, Prasad A. 8 Fuchs, Wolfgang 7 Gierl, Heribert 7 Steffenhagen, Hartwig 7 Brunner, Christian Boris 6 Chandra, Ambarish 6 Pelsmacker, Patrick de 6 Esch, Franz-Rudolf 5 Pepels, Werner 5 Percy, Larry 5 Rossiter, John R. 5 Schweiger, Günter 5 Westwood, John 5 Baetzgen, Andreas 4 Cheong, Yunjae 4 Elliott, Richard 4 Gärtner, Robert Henrik 4 Kaiser, Ulrich 4 Kim, Kihan 4 Okazaki, Shintaro 4 Peters, Kay 4 Schrattenecker, Gertraud 4 Schultz, Don E. 4 Tellis, Gerard J. 4 Anderson, Simon P. 3 Baye, Michael R. 3 Bruhn, Manfred 3 Dahlén, Micael 3 Danaher, Peter J. 3 Eisend, Martin 3 Fulgoni, Gian 3 Galeotti, Andrea 3 Gijsenberg, Maarten J. 3 Gordon, Brett R. 3 Gou, Qinglong 3 Hartmann, Wesley R. 3 Huang, Zhimin 3 Huber, Frank 3
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Institution
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Springer Fachmedien Wiesbaden 8 Deutsche Werbewissenschaftliche Gesellschaft 4 Axel-Springer-Verlag / Media-Service 2 Europäische Agentur für Sicherheit und Gesundheitsschutz am Arbeitsplatz 2 Technische Universität Braunschweig 2 Österreichische Werbewissenschaftliche Gesellschaft 2 Books on Demand GmbH <Norderstedt> 1 Chambre de commerce et d'industrie de Paris 1 Communication, Advertising and Marketing Education Foundation 1 Duncker & Humblot 1 Fachhochschule Reutlingen / European School of Business 1 Fachverlag für Wirtschafts- und Steuerrecht Schäffer <Stuttgart> 1 ICORIA <9, 2010, Madrid> 1 IGI Global 1 National Bureau of Economic Research 1 Rheinwerk Verlag 1 Springer Gabler <Firma> 1 Stereotypen und Wissensrepräsentationen in Marketing und Werbung <Veranstaltung> <2015, Darmstadt> 1 The Nielsen Company (Germany) 1 Uni-Taschenbücher GmbH 1 Universitetet i Oslo / Økonomisk institutt 1
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Published in...
All
Journal of advertising research 29 International journal of advertising : the quarterly review of marketing communications 21 Journal of advertising : official publication of the American Academy of Advertising 20 Leitfaden Online-Marketing ; [Bd. 1] 19 A master class in brand planning : the timeless works of Stephen King 17 SpringerLink / Bücher 16 Journal of marketing communications 11 Transfer, Werbeforschung & Praxis : Zeitschrift für Werbung, Kommunikation und Markenführung 11 PR-Kampagnen 9 Current insights and future trends : [extended versions of papers presented at the 10th ICORIA (International Conference on Research in Advertising), held in Berlin, Germany, in June 2011] 7 Journal of business research : JBR 7 The Sage handbook of advertising 7 Handbook of research on effective advertising strategies in the social media age 6 Handbuch Kommunikation : Grundlagen, innovative Ansätze, praktische Umsetzungen 6 Handbuch Kommunikationsmanagement 5 Journal of marketing research : JMR 5 Journal of marketing theory and practice 5 Journal of public policy & marketing : JPP & M ; an annual publ. of the Division of Research, Graduate School of Business Administration, University of Michigan 5 Marketing : ZFP ; journal of research and management 5 Strategische Kommunikationsplanung 5 UTB / Betriebswirtschaftslehre 5 Dialogmarketing Perspektiven 2009/2010 : Tagungsband 4. Wissenschaftlicher Interdisziplinärer Kongress für Dialogmarketing 4 European journal of marketing : EJM 4 European journal of operational research : EJOR 4 Faculty & research / Insead : working paper series 4 Journal of promotion management : JPM 4 Kampagnen, Kontakte, Konkurrenz : Potentiale der Radiowerbung 4 PR-Kampagnen : über die Inszenierung von Öffentlichkeit 4 Advances in marketing, customer relationship management, and e-services (AMCRMES) book series 3 Akzente 3 Beiträge des Instituts für Empirische Wirtschaftsforschung 3 Gabler Edition Wissenschaft 3 Handbuch Unternehmenskommunikation 3 Harvard-Business-Manager : das Wissen der Besten 3 Health marketing quarterly 3 International journal of market research : JMRS ; the journal of the Market Research Society 3 Journal of direct, data and digital marketing practice : the international journal of the Institute of Direct Marketing 3 Measuring and managing brands 3 Research 3 The Rand journal of economics 3
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Source
All
ECONIS (ZBW) 822 RePEc 8 Other ZBW resources 4 EconStor 2 BASE 1
Showing 1 - 10 of 837
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INTERNET ADVERTISING STRATEGY THEORETICAL FEATURES
Išoraitė, Margarita - 2022
The article analyzes internet advertising, the peculiarities of internet advertising strategy research, the process of … internet advertising strategy. During the process of internet advertising strategy, the purpose of advertising is determined …, the target audience is selected, the internet advertising strategy is developed, online advertising tools are selected …
Persistent link: https://www.econbiz.de/10013278856
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Complementarity Effect of Corporate Advertising in a Multimedia World: A Comparison of Online Advertising and Mass Media Advertising
Fujisawa, Chieko; Kasuga, Norihiro - 2023
This study analyzes the type of advertisements firms pursue when they engage in Cournot competition, especially when goods are complementary in a multimedia environment. Advertisements are classified into search-linked advertisements for online advertisements and TV commercials for mass media...
Persistent link: https://www.econbiz.de/10014367308
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Leveraging Differential Privacy for Targeted Advertisements
Kraft, Lennart - 2023
Differential Privacy offers the online advertising industry new means to increase consumer privacy by obfuscating consumer data. While achieving the same privacy, these means decrease targeting accuracy differently, subsequently reducing advertisers’ willingness to pay (WTP) for targeted...
Persistent link: https://www.econbiz.de/10014360827
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Reaching voters on social media : planning political advertising on Snapchat
Tanusondjaja, Arry; Michelon, Aaron; Hartnett, Nicole; … - In: International journal of market research 65 (2023) 5, pp. 566-580
Persistent link: https://www.econbiz.de/10014368514
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Subscribe Now : On the Effectiveness of Advertising Messages in Promoting Newspapers’ Online Subscriptions
Wilczek, Bartosz; Schulte-Uentrop, Ina; Thurman, Neil - 2023
Previous literature has suggested that newspaper publishers should optimize how they advertise their online subscriptions. However, empirical findings on the effectiveness of advertising messages in increasing people’s willingness to pay for such online subscriptions are still rare. Therefore,...
Persistent link: https://www.econbiz.de/10014344330
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New politics : depoliticising taxpayer-funded advertising
Wood, Danielle; Stobart, Anika; Griffiths, Kate - 2022
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Persistent link: https://www.econbiz.de/10014226807
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Artificial intelligence-driven advertising and customer targeting : precision marketing strategies in Zimbabwe
Takunda, Chiwaridzo Option; Iyioluwa, Adeyinka Kehinde - In: AI-driven marketing research and data analytics, (pp. 98-117). 2024
Persistent link: https://www.econbiz.de/10014558894
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Integrated marketing communication : creative strategy from idea to implementation
Blakeman, Robyn - 2024 - Fourth edition
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Persistent link: https://www.econbiz.de/10014233148
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STRATEGIC MEDIA PLANNING AND BUYING : integration of traditional and digital media
Rathore, Basant - 2024
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Persistent link: https://www.econbiz.de/10015068589
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Integrated advertising, promotion, and marketing : communicating in a digital world
Mishra, Anubhav; Tata, Sai Vijay - 2024
An Introduction to IMC -- Strategic Importance of IMC -- Segmentation, Targeting and Positioning -- Understanding Consumers -- The Process of Communication -- Creativity and Advertising Classification -- Media Strategy and Planning -- Traditional Media -- Internet and Mobile Marketing -- Social...
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Persistent link: https://www.econbiz.de/10014515485
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