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Sponsored brands video rings up clicks and sales in the short and long run

Pauwels, Koen; Peran, Michael; Shah, Zee; Schnaidt, German - In: Journal of marketing analytics : JMA 11 (2023) 3, pp. 275-286

Persistent link: https://www.econbiz.de/10014374827

The effects of targeted political advertising on user privacy concerns and digital product acceptance : a preference-based approach

Baum, Katharina; Abramova, Olga; Meissner, Stefan; … - In: Electronic markets : EM ; the international journal of … 33 (2023) 1, pp. 1-17

Persistent link: https://www.econbiz.de/10014374901

So geht Digital Marketing : Tools, Tipps und Trends für die Praxis

Bünte, Claudia - 2023

, Wertversprechen, Naming und Branding -- 4 Exekution: so gelingt ihnen eine effektive und effiziente Werbung -- 4.1 Wie digital ist die … Werkzeugen. Setzen Sie Textgenerierung, Bildgestaltung und Videobearbeitung ein, um Werbung effizient und effektiv zu steuern und … wie Sie das schaffen Exekution: So gelingt Ihnen eine effektive und effiziente Werbung Performance Management: So messen …

Persistent link: https://www.econbiz.de/10014375075

Is your brand protected? : assessing brand safety risks in digital campaigns

Johnson, Ross W.; Voorhees, Clay; Khodakarami, Farnoosh - In: Journal of advertising research 63 (2023) 3, pp. 205-220

Persistent link: https://www.econbiz.de/10014375167

Beyond the targeted customer : spillover effect through social influence : consumers with weak ties are more effective targets in social advertising

Wang, Zhen-Zhen; Zhu, Zhihua; Xu, Xiaoke; Chao, Naipeng - In: Journal of advertising research 63 (2023) 3, pp. 221-235

Persistent link: https://www.econbiz.de/10014375169

Who needs highly creative advertising? : how brand familiarity moderates creativity's influence on attention, affect, and memory

Al-Shuaili, Ahmed Hamed; Koslow, Scott; Kilgour, Mark - In: Journal of advertising research 63 (2023) 3, pp. 236-252

Persistent link: https://www.econbiz.de/10014375181

Analyzing the effectiveness of pro-social advertising appeals : special issue preview

Stafford, Marla Royne - In: Journal of advertising research 63 (2023) 3, pp. 253-254

Persistent link: https://www.econbiz.de/10014375184

Advertising eco-friendly behavior to young adults : "sweat" or "do good"? : how young men and women respond to physical activity- versus caring-oriented appeals

Praxmarer-Carus, Sandra; Gathen, Constanze - In: Journal of advertising research 63 (2023) 3, pp. 255-273

Persistent link: https://www.econbiz.de/10014375186

Do consumers prefer sad faces on eco-friendly products? : how facial expressions on green products in advertisements influence purchase intentions

Zhang, Ke; Wang, Siqi; Yang, Huan; Chen, Long - In: Journal of advertising research 63 (2023) 3, pp. 274-289

Persistent link: https://www.econbiz.de/10014375188

When and why are consumers willing to help for-profit companies in distress? : the corporate vulnerability appeal: conditions that drive its effectiveness

Barros, Lucia Salmonson Guimarães; Abrantes-Braga, … - In: Journal of advertising research 63 (2023) 3, pp. 290-308

Persistent link: https://www.econbiz.de/10014375191