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Innovations in communication and advertising : a perspective from small firms in southern Brazil

Rodrigues, Leonel Cezar; Riscarolli, Valéria; Zucco, … - In: International journal of internet marketing and … 12 (2018) 4, pp. 325-339

Persistent link: https://www.econbiz.de/10012139699

Using advertising alliances for new product introduction : interactions between product complementarity and promotional strategies

Samu, Sridhar; Krishnan, H. Shanker; Smith, Robert E. - 2010

Persistent link: https://www.econbiz.de/10003924405

A Study on Awareness and Effectiveness of 'Guerrilla Marketing Technique' – An Innovative Means of Advertising

Jeevan, Priti - 2017

way they deliver the brand message. Therefore, the unconventional means of promotion offer a way out of the advertising … unconventional ways of advertising that is guerrilla marketing. This study “A study on Awareness and Effectiveness of “Guerrilla … marketing technique” – an innovative means of Advertising” is a descriptive paper which focuses on effectiveness of …

Persistent link: https://www.econbiz.de/10012957567

Marketing on fire : burning questions, hot new methods, and practical ideas with spreading : AMA educators proceedings volume 30 : Chicago, Illinois, USA 9-11 August 2019

Peres, Renana - AMA Summer Academic Conference <2019, Chicago, Ill.>; … - 2019

Persistent link: https://www.econbiz.de/10012486208

New approaches for innovative business in the era of internet marketing and advertising

Tsekouropoulos, Georgios (ed.); Canavari, Maurizio (ed.) - 2019

Persistent link: https://www.econbiz.de/10012105470

Practice prize paper-managing advertising campaigns for new product launches : an application at Mercedes-Benz

Fischer, Marc - In: Marketing science : the marketing journal of the … 38 (2019) 2, pp. 343-359

Persistent link: https://www.econbiz.de/10012022546

Innovation Management and Marketing in the High-Tech Sector : A Content Analysis of Advertisements

Gerhard, Daniel; Brem, Alexander; Baccarella, Christian; … - 2014

Advertizing high-technology products is a tricky and critical task for every company, since it means operating in an environment with high market uncertainty. The work presents results of a content analysis of 110 adverts for consumer electronics products which examines how these products and...

Persistent link: https://www.econbiz.de/10014145905

No slogan versus with slogan : the different message strategies for new product digital video ads

Niu, Yongge; Wei, Zhangdi; Hao, Andy W.; Wu, Banggang - In: Journal of business-to-business marketing 30 (2023) 2, pp. 215-236

Persistent link: https://www.econbiz.de/10014290458

How brand innovativeness creates advertising flexibility

Barone, Michael J.; Jewell, Robert D. - In: Journal of the Academy of Marketing Science 42 (2014) 3, pp. 309-321

Persistent link: https://www.econbiz.de/10010363995

Branded content : the fateful merging of media and marketing

Hardy, Jonathan - 2022

Advertising and media : separation and integration -- News media and marketing -- Branded entertainment and product … -- Advertising and Media (reprise) : contesting normalisation. …

Persistent link: https://www.econbiz.de/10013176465

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