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Targeting a minority without alienating the majority : advertising to gays and lesbians in mainstream media

Oakenfull, Gillian K.; McCarthy, Michael S.; Greenlee, … - In: Journal of advertising research 48 (2008) 2, pp. 191-198

Persistent link: https://www.econbiz.de/10003742651

A model of strategic targeted advertising

Galeotti, Andrea; Moraga-González, José Luis - 2004

We study a simultaneous move game of targeted advertising and pricing in a market with various consumer segments. In this setting we explore the implications of market segmentation on firm competitiveness. If firms are unable to target their ads on different consumer segments, a unique...

Persistent link: https://www.econbiz.de/10011401331

How publicity and advertising spending affect marketing and company performance : print media publicity about durable-goods/services brands has a stronger impact than advertising

Spotts, Harlan E.; Weinberger, Marc G.; Weinberger, … - In: Journal of advertising research 55 (2015) 4, pp. 416-432

Persistent link: https://www.econbiz.de/10011429162

The power of cultural factors in Spanish-language advertising : ethnic-group traits and metrics may predict advertiser investment across media platforms

Coffey, Amy Jo - In: Journal of advertising research 54 (2014) 3, pp. 346-355

Persistent link: https://www.econbiz.de/10010419804

Are you reaching the Black-American consumer? : how the rise of US multiculturalism ended up sending mixed marketing messages

Franklin, Esther - In: Journal of advertising research 54 (2014) 3, pp. 259-262

Persistent link: https://www.econbiz.de/10010419831

Is your digital marketing strategy in sync with latino-user behavior? : a growing demographic forces media firms to rethink mobile-marketing strategies

Fulgoni, Gian; Lella, Adam - In: Journal of advertising research 54 (2014) 3, pp. 255-258

Persistent link: https://www.econbiz.de/10010419886

The rise of the digital omnivore : what it means for advertisers, publishers, and app developers

Fulgoni, Gian M. - In: Journal of advertising research 55 (2015) 2, pp. 115-119

Persistent link: https://www.econbiz.de/10011296273

Attention, recall and purchase : experimental evidence on online news and advertising

Valletti, Tommaso M.; Veiga, André - 2021

We conduct an experiment where subjects read online news articles and are shown ads for brands next to those articles. Using eye-tracking technology, we measure the attention that each individual devotes to each article and ad. Then, respondents choose between cash or vouchers for the brands...

Persistent link: https://www.econbiz.de/10012495704

Consumer response to gay and lesbian imagery : how product type and stereotypes affect consumers' perceptions

Pounders, Kathrynn; Mabry-Flynn, Amanda - In: Journal of advertising research 56 (2016) 4, pp. 426-440

Persistent link: https://www.econbiz.de/10011628663

Beyond the targeted customer : spillover effect through social influence : consumers with weak ties are more effective targets in social advertising

Wang, Zhen-Zhen; Zhu, Zhihua; Xu, Xiaoke; Chao, Naipeng - In: Journal of advertising research 63 (2023) 3, pp. 221-235

Persistent link: https://www.econbiz.de/10014375169