[Einleitung - Ausgangslage und Zielsetzung] Messen sind eines der wichtigsten Marketinginstrumente. Auf Messen werden nicht nur Geschäfte vorbereitet und abgeschlossen, sie sind auch ein zentraler Ort des Wissensaustausches und der Kommunikation. Entscheider aus dem Bereich Einkauf und...

Purpose - Endorsement strategies have a well-known potential of generating good results and there are various studies which refer to the endorsement sources as either a contextually effective or ineffective strategy. The present study is a new approach on this topic and it aims at identifying...

Background - Due to the rapid growth of the Internet and use of e-commerce in recent years, viral marketing has drawn the attention of manufacturing and service organizations. However, no research has been conducted to examine the impact of message appeal and message source credibility on...

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 study, the authors keep a qualitative approach: we first...

The present study explores some marketing mix effects on private labels brand equity creation. The research aims to study the effect of some elements under retailer's direct control such as in-store communications, in-store promotions and distribution intensity as well as other general marketing...

Die Krise der Medienindustrie ist im wesentlichen eine Krise des Werbemarktes. Angesichts eines Beitrages der Werbung in Höhe von zwei Dritteln zum Umsatzaufkommen der Massenmedien überrascht dies nicht, wird aber durch das vorliegende Zahlenmaterial noch einmal bestätigt. Dieser Beitrag geht...

Over more than a decade, advertising rates per 1000 viewers, television consumption as well as the number of advertising spots have been steadily increasing. As a consequence, television has developed to the most important medium for the advertising industry and attracts a 40% share of German...

Traditional models of consumer choice assume consumers are aware of all products for sale. This assumption is questionable, especially when applied to markets characterized by a high degree of change, such as the personal computer (PC) industry. I present an empirical discrete-choice model of...

We consider a model of a TV oligopoly where TV channels transmit advertising and viewers dislike such commercials. We show that advertisers make a lower profit the larger the number of TV channels. If TV channels are sufficiently close substitutes, there will be underprovision of advertising...

Economists have emphasized the role of dissipative advertising and price as signals of quality. Most works, however, limit the number of types to two options: high and low quality. Yet, production costs and quality both result from R&D efforts and therefore are both uncertain. I characterize the...