Showing 81 - 90 of 38,014
globalization, marketing and advertising influenced and changed our old romanian food prefferences. We will highlight that children … spent a lot of time watching TV, choosing a cartoon character, or an advertising star on the same age as him/her as a model …
Persistent link: https://www.econbiz.de/10009366202
the different schemas that consumers use in ad processing. Consumers can relate advertising to expectations about ads for … are congruent with the brand schema. Brand beliefs and categorization change as a result of incongruent advertising …
Persistent link: https://www.econbiz.de/10010837501
In today’s multicultural societies, ethnic targeting is increasingly important for marketing. Two main approaches to target ethnic minorities have emerged: messaging consumers when their ethnic identity is most salient, and featuring spokespeople who have the same heritage as the target. We...
Persistent link: https://www.econbiz.de/10010837559
pharmaceutical firms mainly focus on the role of R&D. In this paper, we investigate the impact of advertising and product …’ performance is not only closely linked to their R&D activities but also to marketing activities such as advertising and product … differentiation. Since the 1990s, the return of advertising has become three times larger than that of R&D. In addition, we found that …
Persistent link: https://www.econbiz.de/10010837584
The article reviews the conceptual foundations of advertising polysemy – the occurrence of different interpretations … for the same advertising message. We discuss how disciplines as diverse as psychology, semiotics and literary theory have … theoretical perspectives complement and extend each other. Implications for advertising research and practice are discussed. …
Persistent link: https://www.econbiz.de/10010837627
Articolul de fata urmareste piata actuala de publicitate pe Internet din Romania, o piata mica insa cu cresteri de peste 50% de la an la an. Dezvoltarea acestei piete este strans legata de cresterea generala economica a Romaniei. Spre deosebire de tarile din vest unde Internetul a aparut intr-un...
Persistent link: https://www.econbiz.de/10010838867
Connected to an environment characterized by dynamism, the organization faces both opportunities and difficulties. It must possess a high capacity to adapt to changes and quickly respond to the environmental signals. The market or environmental instability may undermine the organizational...
Persistent link: https://www.econbiz.de/10010839024
Several authors have proposed frameworks to help advertisers predict and plan advertising effectiveness. Rossiter and … Percy's advertising grid (1997) recommends that the ad appeal should match the purchase motivation or attitude base. They … suggest that for utilitarian brands informational advertising is more effective than transformational advertising. Likewise …
Persistent link: https://www.econbiz.de/10010730868
Using weekly data on advertising expenditures in various media and response data on awareness, consideration and choice … model, again with pooled parameters, to see if there are dynamic effects of advertising. For the category under scrutiny, we … find that most advertising effects exist for awareness, although at the same time there are effects for choice. Newspaper …
Persistent link: https://www.econbiz.de/10010730897
Advertising grids such as the Rossiter-Percy grid (Rossiter & Percy 1991, 1997) propose that brand-matching advertising … is more effective than brand-mismatching advertising. However, for the match hypothesis to hold the brand schema needs to …. In the first experiment brand(ad combinations were evaluated in line with the Rossiter-Percy advertising grid. If the …
Persistent link: https://www.econbiz.de/10010730905