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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
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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Preisregulierung zum Schutz der Verbraucher: Wirkungen auf Werbung und Wohlfahrt
Steinrücken, Torsten; Jaenichen, Sebastian - In: Vierteljahrshefte zur Wirtschaftsforschung 78 (2009) 3, pp. 188-201
Regulierung neben dem Preis auch über den Aktionsparameter Werbung verfügt. Die Modellergebnisse zeigen, dass der … stärker den Einsatz absatzpolitischer Instrumente bei der Regulierung zu berücksichtigen, also den Einsatz der Werbung …
Persistent link: https://www.econbiz.de/10010377895
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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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Brand Management in a Digital World: An examination of Hugo Boss's efforts in social media
Fähnle, Sabrina; Teichmann, Julia; Pätzmann, Jens U. - In: Markenbrand (2012) 1/2012, pp. 13-23
The rise of social media is causing challenges for brand managers of premium manufacturers in the fast moving consumer goods industry. Social Media platforms as innovative and open communication channels have to be integrated in the established media mix while preventing the damage of the...
Persistent link: https://www.econbiz.de/10010420967
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Optimal advertising and pricing decisions for complementary products
Taleizadeh, Ata Allah; Charmchi, Masoud - In: Journal of Industrial Engineering International 11 (2015), pp. 111-117
Cooperative advertising is an agreement between a manufacturer and a retailer to share advertising cost at the local … level. Previous studies have not investigated cooperative advertising for complementary products and their main focus was …
Persistent link: https://www.econbiz.de/10011640840
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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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Effect of television adverts on children's purchase behaviour: Evidence from Ghana
Bamfo, Bylon Abeeku; Kraa, Jerry Jay; Asabere, Perdita; … - In: Cogent Business & Management 6 (2019), pp. 1-13
The study assessed the effect of television advertising on children's purchasing behaviour in Ghana. The population …
Persistent link: https://www.econbiz.de/10012117413
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Consumer attitudes towards Instagram advertisements in Egypt: The role of the perceived advertising value and personalization
Gaber, Hazem Rasheed; Wright, Len Tiu; Kooli, Kaouther - In: Cogent Business & Management 6 (2019), pp. 1-13
by presenting the factors that can make consumers hold favourable attitudes towards advertising on their Instagram … replaced traditional advertising media. Additionally, this article contributes practically by providing some guidelines for … marketers to follow when advertising on Instagram. …
Persistent link: https://www.econbiz.de/10012117418
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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
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 …, communication and entrepreneurial orientation, followed by interviews with one small and one large advertising agency for each …
Persistent link: https://www.econbiz.de/10011932798
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Choosing R&D or advertising for competing firms in uncertain market
Xie, Bo; Wang, Xianjia - In: Journal of Industrial Engineering and Management (JIEM) 7 (2014) 3, pp. 716-732
Purpose: R&D and advertising have become important means to enhance the competitiveness of firms' products. Design an … that whether the market is completely covered or not, we build the strategy selection model for R&D and advertising for two …, either in full-covered market or not full-covered market, the two firms will not choose to do advertising in step, even if …
Persistent link: https://www.econbiz.de/10011939145