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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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The role of platform quality and publicly owned platforms in the free-to-air broadcasting industry
González-Maestre, Miguel; Martínez-Sánchez, Francisco - In: SERIEs - Journal of the Spanish Economic Association 5 (2014) 1, pp. 105-124
industry. We compare the equilibrium levels of advertising under private and mixed duopoly competition, and show that the … connection between programme quality and advertising incentives is drastically different in each scenario. We also consider the …
Persistent link: https://www.econbiz.de/10011650282
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David against Goliath: How creative communication helps small advertising agencies survive in a market led by giant agencies
Åström, Jenny-Maria; Sanz, Karim Carroum; Hagström, … - In: International Journal of Business and Economic Sciences … 10 (2017) 3, pp. 18-46
, communication and entrepreneurial orientation, followed by interviews with one small and one large advertising agency for each …Purpose: The purpose of the study is to research how national advertising agencies use creativity to compete with … larger, global agencies in the advertising market of Sweden, Spain and Portugal. Design/methodology/approach: To conduct the …
Persistent link: https://www.econbiz.de/10011932798
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Global or adapted advertising? Consumer evaluation of advertising activity of foreign enterprises on the Polish market
Nowacki, Robert - In: Contemporary Economics 15 (2021) 4, pp. 415-428
-economic life. The latter concerns also advertising, which is particularly sensitive to the developments occurring in the global … services. The specific question which appears in this context is whether to use standardized or adapted advertising. The … globalization on the recipients' perception of the adver-tising activity of foreign companies operating in the Polish market …
Persistent link: https://www.econbiz.de/10014544405
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The background music-content congruence of TV advertisements: A neurophysiological study
Ausin-Azofra, Jose Manuel; Bigné Alcañiz, J. Enrique; … - In: European Research on Management and Business Economics … 27 (2021) 2, pp. 1-14
Music affects viewers' responses to advertisements. In this study we present the findings of an experiment that investigates the emotional and cognitive reactions of subjects' brains during exposure to television advertisements with music congruent, and incongruent, with the advertisement...
Persistent link: https://www.econbiz.de/10014525633
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Branchen im Fokus: Werbebranche
Seitz, Raffaela; Wohlrabe, Klaus - In: ifo Schnelldienst 74 (2021) 08, pp. 51-52
Die Entwicklung in der Werbebranche ist eng mit der allgemeinen Entwicklung der Wirtschaft verbunden. 2020 kam es deshalb auch dort zu einem deutlichen Umsatzeinbruch. Die Erholung nahm erst in den letzten drei Monaten deutlich an Fahrt auf. Aktuell blickt die Branche wieder merklich...
Persistent link: https://www.econbiz.de/10012882721
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Der Wandel von Push- zu Pull-Medien in der Online-Medienarbeit von Luxusmarken: Eine Untersuchung über den Einsatz von Social Media Newsrooms in der Luxusbranche
Maiwald, Anna; Teichmann, Julia; Pätzmann, Jens U. - In: Markenbrand (2014) 2/2014, pp. 8-16
Die Autoren analysieren, ob ein Social Media Newsroom eine Alternative zur herkömmlichen Pressemitteilungen via Email in der Luxusbranche ist. Ausgehend vom Intereffikationsmodell wird aufgezeigt, dass Journalismus und PR in einer Wechselbeziehung der gegenseitigen Einflussnahme stehen. Via...
Persistent link: https://www.econbiz.de/10010420965
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Football marketing and its effect on economic boom
Homayounifar, Masuod; Mosaveri, Kamran Pahlavan; … - In: Atlantic Review of Economics 2 (2014), pp. 1-26
advertising (internal and external), football stars are attracted by the club, attracting sponsors (internal and external), and to …
Persistent link: https://www.econbiz.de/10011536982
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Online-Werbung: Wettbewerb und Verbraucherschutz kommen zu kurz
Erber, Georg; Mundelius, Marco - In: DIW Wochenbericht 75 (2008) 9, pp. 85-90
Die Aufwendungen für Online-Werbung sind in den vergangenen Jahren rasant gewachsen. Ihr Anteil am gesamten deutschen … Nutzung personenspezifischer Informationen zu verbessern. Hinzu kommen wettbewerbspolitische Probleme, da es bei Online-Werbung …
Persistent link: https://www.econbiz.de/10011601786
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A review of online trust branding strategies of financial services industries in Malaysia and Australia
Tan, Teck Ming; Rasiah, Devinaga - In: Advances in Management & Applied Economics 1 (2011) 1, pp. 125-150
This study spotlighted on the financial services industry specifically in the creation of brand trust across online channel, which constructs a significant contribution to the under-researched area of online branding. Content analysis was performed on the web sites of top ten bank retailers in...
Persistent link: https://www.econbiz.de/10010333023