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How do emerging countries influence the advertising world of tomorrow? : an analysis of last year's Cannes International Festival of Creativity
Runge, Henrike; Botzenhardt, Florian; Ferdinand, … - In: Markenbrand : die Strategiequelle ; Zeitschrift für … (2014) 1, pp. 34-41
The Cannes Lions festival is one of the most important international indicators for professionals in the creative … emerging and developing countries. This fact is surprising considering the background of relatively low local advertising …Das internationale Werbefestival in Cannes ist einer der wichtigsten internationalen Gradmesser für kreative Werbung …
Persistent link: https://www.econbiz.de/10010424084
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How Do Emerging Countries Influence the Advertising World of Tomorrow? An Analysis of Last Year's Cannes International Festival of Creativity
Runge, Henrike; Botzenhardt, Florian; Ferdinand, … - In: Markenbrand (2012) 1/2012, pp. 34-41
The Cannes Lions festival is one of the most important international indicators for professionals in the creative … emerging and developing countries. This fact is surprising considering the background of relatively low local advertising …Das internationale Werbefestival in Cannes ist einer der wichtigsten internationalen Gradmesser für kreative Werbung …
Persistent link: https://www.econbiz.de/10010420968
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How Do Emerging Countries Influence the Advertising World of Tomorrow? An Analysis of Last Year's Cannes International Festival of Creativity
Runge, Henrike; Botzenhardt, Florian; Ferdinand, … - In: EconStor Open Access Articles (2013), pp. 34-41
The Cannes Lions festival is one of the most important international indicators for professionals in the creative … emerging and developing countries. This fact is surprising considering the background of relatively low local advertising …Das internationale Werbefestival in Cannes ist einer der wichtigsten internationalen Gradmesser für kreative Werbung …
Persistent link: https://www.econbiz.de/10010981045
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Chapter 5. Recent Developments in Mass Media : Digitization and Multitasking
Wilbur, Kenneth C. - 2015
control over media content and advertising, with implications for advertising avoidance, advertising targeting and … screen” to multitask during media programs, enabling immediate online response to program and advertising content, but also …
Persistent link: https://www.econbiz.de/10014025248
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The use of brand and masculinity archetypes in analysing consumer engagement in advertising
Kreicbergs, Toms; Ščeulovs, Deniss - In: Trends economics and management 16 (2022) 40, pp. 21-38
archetypes in advertising and assess them from a consumer engagement perspective. The study focused primarily on two main …
Persistent link: https://www.econbiz.de/10014230646
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A Model of Influencer Economy
Cong, Lin William; Li, Siguang - National Bureau of Economic Research - 2023
With the rise of social media and streaming platforms, firms and brand-owners increasingly depend on influencers to attract consumers, who care about both common product quality and consumer-influencer interaction. Sellers thus compete in both influencer and product markets. As outreach and...
Persistent link: https://www.econbiz.de/10014287344
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A Model of Influencer Economy
Cong, Lin William; Li, Siguang - 2022
We model an influencer economy in which brand owners and sellers depend on influencers to attract consumers while competing in both influencer and product markets. As technologies governing marketing outreach improve, the equilibrium features non-monotonicities in influencer market...
Persistent link: https://www.econbiz.de/10013310961
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Advertising exposures for a seasonal good in a segmented market
Favaretto, Daniela; Grosset, Luca; Viscolani, Bruno - Dipartimento di Management, Università Ca' Foscari Venezia - 2011
The optimal control problem of determining advertising efforts for a seasonal good in a heterogeneous market is … considered. We characterize optimal advertising exposures under different conditions: the general situation in which several wide …-spectrum media are available, under the assumption of additive advertising effects on goodwill evolution, the ideal situation in …
Persistent link: https://www.econbiz.de/10009358687
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'Alisha in Obesity-land’: Is Food Marketing the Mad Hatter?
Johnson, Guillaume D.; Grier, Sonya A. - Université Paris-Dauphine (Paris IX) - 2013
This case explores the aggregate influence of corporate marketing practices on public health and examines the increasingly important issue of the role of targeted marketing strategies by the food and beverage industries in the obesity epidemic. Specifically, it engages a discussion about a...
Persistent link: https://www.econbiz.de/10010752099
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“Alisha in Obesity-land”: Is Food Marketing the Mad Hatter?
Johnson, Guillaume D.; Grier, Sonya A. - Université Paris-Dauphine (Paris IX) - 2011
This case explores the aggregate influence of corporate marketing practices on public health and examines the increasingly important issue of the role of targeted marketing strategies by the food and beverage industries in the obesity epidemic. Specifically, it engages a discussion about a...
Persistent link: https://www.econbiz.de/10011074166