of change is television advertising.  …

Television became a possible medium for advertising in the late 1930s but its emergence as a major medium dates from …

Wherever television is a commercial venture which earns a significant percentage of revenues from advertising, it tends … which will best serve the majority of sponsors, and thus attract maximum advertising revenues. A history of Voice of …

Purpose – The purpose of this study is to investigate the relationship between advertising and price rigidity. The … coordinating strategies of advertising and pricing. Findings – In the presence of price movements, consumers cannot use the retail … retail supply. A rational expectations model shows that advertising can reduce the conditional risks resulting from price …

Purpose – This paper aims to model the effect of advertising spending on brand loyalty by examining the simultaneous … effects of advertising spending, store image, perceived quality and satisfaction on brand loyalty. Design … effects of customer perceptions of advertising spending on brand loyalty. Findings – Results elucidate the complexity of …

to reach consumers. Originality/value – This paper investigates an under‐researched area in advertising. A multi …

connect networked companies involved in the planning of advertising, with broader relevance for professional service …‐depth interviews to discuss the emergence and consequences of conflict within relationships shared by advertising creatives, account … contribute toward relational conflict: the intensity of involvement in advertising planning, the emergence of role ambiguity …

Purpose – The purpose of this paper is to fill a gap in the literature of taboo imagery in advertising by drawing on … customers, and ambivalent emotional reactions. The valence and the intensity of the responses to such advertising depend on … framework and an empirical basis for future research on the communication effects and effectiveness of taboo in advertising …