The Cannes Lions festival is one of the most important international indicators for professionals in the creative communications industry. Throughout the past few years there are a rising number of submissions and award winners coming from emerging and developing countries. This fact is...

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...

In today's highly competitive market, companies use celebrities in advertisements. Due to the development in the field of mass communications, as one of the oldest branding tools, celebrity endorsement will keep its effect. Turkish Airlines has confirmed with its own example that the celebrity...

Three studies demonstrate that the framing of redemption windows as expansive or restrictive, while keeping the actual length of the window constant, influences consumers' evaluations of sales promotions. When feasibility concerns are highlighted (e.g., in an implemental mindset), consumers...

Ad content and viewer attention are strategically intertwined. Consumers watch an ad only if they expect sufficient benefit to doing so and advertisers structure ad content (information and entertainment) to make it attractive for consumer attention. We conceptualize these strategic interactions...

Objective - The objectives of this article are threefold; first, to identify factors affecting the effectiveness of social media advertising; second, to classify the factors into four main dimensions (namely: source, social, content and attitudinal); third, to conceptualise the factors and...

Since time immemorial, subliminal advertisement has continued to haunt the society and especially after James Vicary's experiment at New Jersey, it reached a new height. Since then, there has been much argument about whether this can be an efficient technique of marketing communications. Decades...

This study has extended Motivation-Ability-Opportunity- Model and has developed a framework with seven variables (i.e., green brand, green satisfaction, green advertising, green buying behavior, and spirituality ethics. The study has taken a holistic approach by testing 15 relationships for...

Security regulators charge firms with providing material information about intangible investments to outside investors. Among the many firms that do not report their advertising, 25% are in the top decile of observed advertising. We find that relying on managerial judgment for disclosure...