Die Aufwendungen für Online-Werbung sind in den vergangenen Jahren rasant gewachsen. Ihr Anteil am gesamten deutschen Werbemarkt lag 2007 bei sieben Prozent und die Tendenz zeigt weiter steil nach oben. Der Versuch von Microsoft, den weltweit zweitgrößten Suchmaschinenbetreiber, Yahoo, zu...

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...

The large expansion of internet popularity affected, tough in different degrees, almost all sectors of life. Tourism makes no exception, the travel agencies being nowadays confronted with the necessity of keeping the pace with the new technology. Airline companies - and the transport companies...

Ad-supported websites face an increasing loss of monetizable ad impressions due to the rapid spread of adblockers, which allow users to get desired website content without unwanted advertising. As a countermeasure, many of these websites use anti-adblock filters, which detect adblock users and...

This paper studies how the emergence of specialized communication media focused on both high quality contents and high quality advertised products, affects the functioning of a vertically differentiated market. To that end, we formulate a simultaneous game of pricing and targeted advertising...

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...

Background If retailers and brand manufacturers of food succeed in presenting their products at the point of sale, quickly generating a high level of attention, the likelihood of a purchase is significantly increased. Particularly, in recent years, they have been relying on the megatrend of...

The internet offers market researchers a broad variety of possibilities to gather information and insights. Online surveys and online observations are to commonly used research methods. In this article, both methods are being compared and their possible value proposition in terms of brand...

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...