The purpose of this study is to find the effectiveness of using animated characters in advertising targeted to kids. The research design is quantitative and its research type is causal. The respondents of the study are "Pre-primary school going kids" from nine different schools belonging to...

We examine the implications of limited consumer attention for the targeting decisions of competing firms. Limited attention alters the strategic role of information provision as firms may become incentivized to behave as mass advertisers, despite perfect targeting abilities. We analyze the...

Music affects viewers’ responses to advertisements. In this study we present the findings of an experiment that investigates the emotional and cognitive reactions of subjects’ brains during exposure to television advertisements with music congruent, and incongruent, with the advertisement...

Understanding how to more effectively advertise is an important area for practitioners, many of whom are struggling to stay in business. Nowadays, both product and corporate branding are important and given the increase in online advertising, additional research to better understand advertising...

The purpose of this research is to investigate the effectiveness of 'sponsored' labelled targeted ads in Mauritius and whether these ads can impact the brand awareness and purchase intention of Meta group social media users. By adopting the Uses and Gratification Theory (UGT), this research...

The paper is based on information which is a combination of store advertisement and consumers' path inside the store along with product information. With this information, the authors find how advertisement affects the behavior of consumers when making the decision. The findings suggest that...

This work aims to explore in a Mexican context how for two different market segments of age, the digital media (digital magazines) could be a more effective communication channel than the traditional media (printed magazines). With a qualitative approach, it is intended to understand the effects...

In the world of changing business scenario, consumers interest towards protection of environment are raising dramatically and their consumption also getting change noticeably towards the protection of environment. It is evident from a study, In India around 25 percentages of the consumers prefer...

This study identifies the predictors of Indian consumers’ attitude-toward-advertising-in-general, using an inventory of 28 belief statements developed by Pollay and Mittal (1993). The population for the study comprised the general public from 7 North Indian States (Punjab, Jammu & Kashmir,...

The usage of social networking sites (SNS’s) by advertisers is paramount and the trend is on the rise. The approach of adopting SNS’s suits marketers’ objectives to reach and communicate their users and potential customers with relevant ads and personalized messages. This approach is...