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,...

Furchtappelle sind persuasive Botschaften, die eine Bedrohung schildern und so das Gefühl der Furcht auslösen möchten. Anschließend wird eine Handlungsempfehlung zur Abwendung dieser Bedrohung gegeben. Man erhofft sich, dass der Rezipient, motiviert durch die Furcht, nun seine Einstellung...

Despite the traction that contemporary out-of-home advertising has gained in the global media landscape, there are still some ambiguities regarding the contribution of this medium in the context of integrated marketing communication. Previous studies have examined consumers’ responses to...

This study examined the disjunctive styles of the print media in the Nigerian advertising world. To demonstrate the kind of their fragmentations, the researcher utilised ads from beverages, banks, books, and institutions, harvested from The Punch newspaper, billboards, and textbooks as data. The...

This paper examines how the ability of traditional media firms to engage in targeted advertising has changed with the advent of the Internet. We find that the premium for reaching a homogeneous audience increases for magazines that have a companion website, as well as for those whose readers are...

Getting a Mortgage has been described as one of the greatest financial decision a consumer will make in their lifetime and it is expected that the customer has considered various options before making that choice, This study looks at the creative design and strategies adopted by three banks to...