internet in general and advertising in particular. Design/methodology/approach – The conception of semantics as it evolved … within linguistics is placed in its historical context. In the field of online advertising, it shows the limitations of … keyword‐based approaches and those where a limited amount of context is taken into account (contextual advertising). A more …

‐to‐consumer advertising of prescription medicines (DTCA). Design/methodology/approach – The paper analyses the development of stakeholder … DTCA and possible derogation of doctors' role as prescribers. The paper outlines prescriptive advertising guidelines that … that regulations governing this advertising are broadly based. Practical implications – The authors suggest changes to DTCA …

Purpose – The purpose of this paper is draw together the different explanations of low attention advertising effects in … explaining low attention advertising effects. Design/methodology/approach – A critical review of the consumer literature in the … the understanding of how advertising creates effects under conditions of low attention. Findings – This paper argues that …

There has been a long debate about whether there is a link between tobacco advertising and children′s smoking. Reviews …: studies of consumer response; studies using econometric methods; and studies of the impact of advertising bans. Preaches the … advertising does influence children′s smoking.  …

In the international marketing literature the issue of advertising standardization has ignited a lively and heated … appropriate international advertising strategies and tactics. More specifically, first identifies three broad sets of factors … (“local”, “firm” and “intrinsic”) which influence international advertising decisions. Then proposes that the standardization …

Presents and analyses the results of an explorating study into consumer reactions to television advertising. Assesses … consumer attitudes by the use of three criteria: consumer feelings towards exagerated and annoying advertising; the consumer …'s subjective assessment of creative advertising; and their assessment of their ideal type of advertisement. Suggests that consumer …

helps develop a brand equity framework for the hotel industry. Findings – Hotels often use advertising, referral marketing … has important implications for brand managers. Advertising and word of mouth (WoM) can be used to generate brand awareness …