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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

Purpose of the article: To review recent research into the connection between brand archetypes and masculinity … questions. The first was to find out which brand archetypes and masculinity archetypes are the most common in advertisements … concentrating on traditional and modern masculinity. The second main question was to find out which brand and masculinity archetypes …

Persistent link: https://www.econbiz.de/10014230646

Generation Z's and millennials' perception of masculinity in advertising : a challenge for advertisers

Kreicbergs, Toms; Ščeulovs, Deniss - In: Trends economics and management 17 (2023) 41, pp. 21-39

Purpose of the article: To explore Genneration Z's and millennials' perceptions of masculinity in advertising and … determine which type of masculinity and which masculinity characteristics consumers favour in a masculine character or the … advertising message centred around masculinity. This can help advertisers to understand what type of masculine character to focus …

Persistent link: https://www.econbiz.de/10014318225

Sponsoringstudie 2012 – Wie die Sponsoren der Fußball-Bundesliga von der Stärke der Vereinsmarken profitieren können

Woisetschläger, David; Backhaus, Christof; Dreisbach, Jan - 2012

Hervorgehend aus der zentralen Bedeutung der Zielsetzung des Transfers von positiven Einstellungsmerkmalen auf die Sponsorenmarke widmet sich die Sponsoringstudie 2012 speziell den folgenden Fragestellungen: 1. Welche Potenziale bieten die Vereine ihren Sponsoren hinsichtlich eines positiven...

Persistent link: https://www.econbiz.de/10010311729

Probleme und Möglichkeiten zur Bestimmung der Promotioneffizienz bei konsumentengerichteten Promotions

Wilhelm, Anette - 2004

In der Literatur gibt es bislang nur eine sehr geringe Anzahl von Ausarbeitungen, die sich mit dem Thema Promotioneffizienz beschäftigen, die darüber hinaus größtenteils auch nur von geringer Aktualität ist. Daher liegt neben der theoretischen Einleitung in das Thema Verkaufsförderung der...

Persistent link: https://www.econbiz.de/10010297034

Sponsoringstudie 2012 – Wie die Sponsoren der Fußball-Bundesliga von der Stärke der Vereinsmarken profitieren können

Woisetschläger, David; Backhaus, Christof; Dreisbach, Jan - Deutsche Zentralbibliothek für … - 2012

Persistent link: https://www.econbiz.de/10010985759

Advertising Pre-Testing in Simulated Test Marketing

Korotkov, Nikolay Y. - 2011

Advertising pre-testing (or copy testing) is often employed in sales forecasting. It helps to quantify the impact of advertising on generating awareness, trial and repeat purchases. This paper reviews existing copy testing practices and makes some practical recommendations in the context of...

Persistent link: https://www.econbiz.de/10014176687

Online Advertising Response Models : Incorporating Multiple Creatives and Impression Histories

Braun, Michael; Moe, Wendy W. - 2017

Online advertising campaigns often consist of multiple ads, each with different creative content. We propose a model that evaluates the effectiveness of each creative in a campaign given the targeted individual’s ad impression history, as characterized by the timing and mix of previously seen...

Persistent link: https://www.econbiz.de/10014179491

Advertising Exposures for a Seasonal Good in a Segmented Market

Favaretto, Daniela; Luca, Grosset; Viscolani, Bruno - 2012

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...

Persistent link: https://www.econbiz.de/10014041105

Is Food Marketing Making Us Fat? A Multi-Disciplinary Review

Chandon, Pierre; Wansink, Brian - 2017

Whereas everyone recognizes that increasing obesity rates worldwide are driven by a complex set of interrelated factors, the marketing actions of the food industry are often singled out as one of the main culprits. But how exactly is food marketing making us fat? To answer this question, we...

Persistent link: https://www.econbiz.de/10014043340

Effects of Advertising and Product Placement on Television Audiences

Wilbur, Kenneth C.; Sovinsky, Michelle; Ridder, Geert - 2012

Digital video recorder proliferation and new commercial audience metrics are making television networks' revenues more sensitive to audience losses from advertising. There is currently limited understanding of how traditional advertising and product placement affect television audiences. We...

Persistent link: https://www.econbiz.de/10014047419