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 …

, 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 …

value. Methods of analysis and synthesis were used to determine the features of the implementation of the brand advertising … links between the implementation of the advertising campaign and the overall performance of companies. The essence and … which is not covered by traditional types of advertising. The dynamics of expenditures on social media marketing of global …

perception of advertising. The research method employed in this study was a quantitative survey on a sample of 321 Polish women … sexism. The higher the level of sexism, the more negative the evaluation of pro-women advertising becomes. This is a … suggestion for advertisers that diversifying an advertising message can be an eff ective marketing strategy. …

Purpose of the article: To explore Genneration Z's and millennials' perceptions of masculinity in advertising and … advertising message centred around masculinity. This can help advertisers to understand what type of masculine character to focus … millennial men and women are evenly split on whether they like or dislike how masculinity is depicted in advertising. From people …

communication between buyers and sellers. Advertising on social networks is relatively low, which is attractive to businesses …

The Mexican beer industry in general, and advertising in particular, contained both international and national … Porfiriato (1876-1911) to locals carrying out these functions during the Revolution (1910-1940). Advertising in the latter period …

The relationship between advertising effectiveness and behavioural intentions is assessed when involvement with the … product is introduced as a direct covariant effect, rather than as a moderator. Advertising effectiveness is assessed through … attitude towards the ad and advertising cognition. Advertising media type combined with age is tested as a moderating variable …

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 …