Defines the nature and use of specialty advertising. Looks at the perceived value of specialty advertising to …

Purpose The purpose of this study is to examine the effectiveness of ingredient advertising. Specifically, the authors … consider the question as to whether ingredient advertising can increase derived demand and favorably influence purchase … The findings of the study are revealing about the impact of ingredient advertising on the demand for host products, in …

) market of the Greek advertising and media industry. Design/methodology/approach Based on a sample of 180 executives, who are … at the helm of 163 Greek advertising and media organizations, the authors apply the partial least square method to test … advertising B2B market fosters business customers’ relationship value and financial performance, while financial outcomes are also …

incorporating quantitative and qualitative elements in the client–advertising agency context. Data obtain via an online survey in …-depth interviews with marketing managers and project leaders. Findings – The findings revealed that advertising agencies deliver value …

Purpose – This paper aims to offer a new perspective on increasing advertising effectiveness, testing the idea that the … link between advertising expenditures and brand equity is greater when a company's consumer satisfaction ratings exceed … hierarchical linear modeling. Annual data on advertising expenditures (obtained from Compustat) for companies whose corporate names …

general – the breakdown of the marriage of media and advertising, and the concurrent perceived imperative for companies to … achieve “authenticity.” Design/methodology/approach – Essay. Findings – The breakdown of the advertising business model, and …

informational content of advertising supply by sellers utilizing Yellow Pages advertisements from six US cities. The analysis and …‐city comparisons lend support to the contemporary theory of advertising as information.  …

Purpose – The purpose of this paper is to examine empirically the effects of investments by US banks in advertising and … – It is found that bank profits and market share increase significantly with increased spending on advertising and …

advertising as well as to create new products, extend a product line, and to reposition an existing product. This paper provides …

advertising themes across cultures. Results revealed that “connected appeals” were used more in PRC advertising, while “separated … appeals” were used more in US advertising. Target audiences and product types were found to moderate the cultural effect. The …