Neuromarketing is a relatively new concept which has developed as a consequence of accepting, by an increasing number of persons, the idea that there isn’t an objective reality and that the entire world is actually inside our mind, it is the sum of our ex

Using a qualitative methodology, this study attempts to provide a general framework of the functions of mobile communication, and to identify the specific preferences of mobile phone users regarding the commercial messages received on their personal devices. Research objectives: (1) To identify...

The purpose of this paper is to develop a theoretical basis for evaluating ambient advertising in relation to the schema. Ambient advertising, a creative form of out-of-home advertising that conveys direct and contextual messages by using and often altering existing elements of the environment...

The development of new media changed radically the markets and made companies and brands to orientate toward new ways of promoting their products and services. Marketers are intensively investigating the potential of new advertising alternatives for better understanding ant to use of the...

Internet technology, as well as development of mobile phone was fast adopted by people for recreational, economical and business reasons. The Internet technology development and the new communication systems made marketers to orientate their promotional campaigns and efforts towards new ways of...

Advergames represent a new advertising concept that uses Internet technology to implement viral marketing campaigns. Despite the potential of this interactive advertising method, very few academic studies have been initiated to investigate the characteristics of advergames, and their influence...

CEE Marketing Managers use the economic recession to reconsider its approach. A recent survey done among CEE marketing directors (Central and Eastern Europe) showed that recent economic pressure has not only cut short-term budget, but it shows that economic pressure has led to reassessment of...

If, in the past, personal diaries were safely kept inside drawers, today they are exposed before everyone's eyes on the internet. Even since 1967, Guy Debord believed that the society we live in is a show society. Personal blogs become a form of presenting a show. The dynamics of the blogging...

21th century advertising might just be the most powerful weapon a marketer haves and a quite efficient one if we think about the way it changed our world. But all that power comes with great responsibility: used accordingly by planning everything in the smallest detail possible it can be the...

Advertising is an inevitable part of the modern capitalist consumer society whose outstanding feature is its competitive fight. The aim of advertising is to be catchy and easy to remember. Advertisers use language quite distinctively: there are advantages in making bizarre and controversial...