Narrow search
Showing 1 - 10 of 4,804
Cover Image
Non-linear effects of absurdity in advertising
Mai, Robert; Hutter, Katharina - 2014 - Preprint
Absurd advertisements are frequently used to attract consumers' attention. This article suggests that such ads may be a … impact of absurdity on advertising effectiveness and demonstrates that PCA moderates this relationship. Study 2 (n = 796 …
Persistent link: https://www.econbiz.de/10010379515
Cover Image
Unusual location and unexpected execution in advertising : a content analysis and test of effectiveness in ambient advertisements
Hutter, Katharina - 2014
Ambient advertising is a creative, innovative form of outdoor advertising that explicitly intends to surprise consumers … by placing unexpected advertisements at unusual locations. The rising relevance of ambient advertising is not mirrored in … marketing literature yet. No study has empirically considered the key elements of location and execution of ambient advertising …
Persistent link: https://www.econbiz.de/10010380697
Cover Image
Advertising effectiveness : the role of content
Becker, Maren - 2017
Persistent link: https://www.econbiz.de/10011716791
Cover Image
The implications of advertising personalization for firms, consumers, and ad platforms
Frick, Thomas Walter - 2018
Persistent link: https://www.econbiz.de/10012111629
Cover Image
When less is more : data and power in advertising experiments
Johnson, Garrett A.; Lewis, Randall A.; Reiley, David H. - 2015
Yahoo! Research partnered with a nationwide retailer to study the effects of online display advertising on both online …
Persistent link: https://www.econbiz.de/10011807825
Cover Image
Ghost ads : improving the economics of measuring online ad effectiveness
Johnson, Garrett A.; Lewis, Randall A.; Nubbemeyer, Elma I. - 2017
Persistent link: https://www.econbiz.de/10011807943
Cover Image
Evaluating advertising effectiveness of creative television advertisements for high involvement products
Ali, Mazhar - 2018
This study investigates advertising effectiveness of creative TV advertisements (Ads) for high involvement products …
Persistent link: https://www.econbiz.de/10011876245
Cover Image
Essays in marketing strategy : the role of customer integration, marketing metrics, and advertising effectiveness
Ptok, Annette - 2018
Persistent link: https://www.econbiz.de/10011854433
Cover Image
Is advertising for losers? : an empirical study from a value creation : value capturing perspective
Tackx, Koen; Rothenberger, Sandra; Verdin, Paul J. - 2015
Persistent link: https://www.econbiz.de/10011714014
Cover Image
La eficacia de la publicidad on-line en el contexto de los blogs
Beerli Palacio, Asunción; Martín Santana, Josefa D. - In: Cuadernos de Gestión (2010)
[ES] El objetivo del presente trabajo se ha centrado en medir la eficacia publicitaria de dos formatos de anuncios on-line, concretamente el robapáginas frente al contextual, así como los factores que sobre la base de la literatura revisada influyen en dicha eficacia publicitaria. Su contexto...
Persistent link: https://www.econbiz.de/10011277635