Relevant bibliographies by topics / Advertising and marketing

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers
  6. Reports

Academic literature on the topic 'Advertising and marketing'

Author: Grafiati
Published: 4 June 2021
Last updated: 25 July 2025

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Journal articles on the topic "Advertising and marketing"

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Yadav, Ajay Kumar. "Digital Advertising, Internet Advertising, Online Marketing, Web Advertising, Online Advertising, Internet Marketing, Web Marketing." International Journal For Academic Research and Development 3, no. 1 (2021): 21–37. https://doi.org/10.5281/zenodo.6640636.

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This piece of research work aims at understanding the preferred emerging media options used for marketing. In the Internet age many new methods used for product promotion and marketing. "Desk research" has been turned into "online research", now in the online, market research has become possible. Many Indian companies are using digital marketing for competitive advantage. Social Media has quickly gained prominence as it provides people with the opportunity to communicate and share posts and topics. The development of information technology, followed by the advancement of di
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Varun Kumar Singh, Varun Kumar Singh, and Dr Hemant Kumar Singh Dr. Hemant Kumar Singh. "A Study of Advertising Influence on Sustainable Consumer Products." International Journal of Information Technology and Management 16, no. 2 (2024): 67–73. http://dx.doi.org/10.29070/s8989176.

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Advertising is a powerful marketing tool for mass sales and distribution. One method is viaadvertising marketing. It may be used to market items and services, as well as ideas. Advertisementsmay be used to boost demand for generic or branded products. Advertising adequacy is mostly decidedby how a prospective consumer reacts to and considers an advertisement. The success of advertising isdetermined by how efficiently it handles transactions. As a consequence, advertising is often employedas a single variable to explain deal shifts. The report focuses on the Consumer Sustainable Industry'sChall
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Poltrack, David F., William Meyers, Thomas C. Kinnear, A. Jerome Jewler, and Michael Shudson. "Advertising/Marketing." Communication Booknotes 16, no. 1 (1985): 2–4. http://dx.doi.org/10.1080/10948008509488282.

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Agustrijanto, Agustrijanto. "STRATEGI KOMUNIKASI PERIKLANAN BELOW THE LINE (BTL) PT AGHNA (KREANOVA), BANDUNG DALAM MENJALANKAN BISNIS PRINT AD." JURNAL KOMUNIKATIO 8, no. 2 (2022): 78–95. http://dx.doi.org/10.30997/jk.v8i2.6711.

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Today the use of advertising in the below-the-line (BTL) media is a big question about the effectiveness and benefits, whether financial and branding corporate, because they are considered outdated, unfavorable, and does not represent the dynamics of digital advertising. On the other hand, digital advertising development has become a trend investor the essential advertising business seen as business advertising. This caused some parties to be sceptical of the company advertising classic BTL, significantly relying on below-the-line orders. Aghna (Kreanova) in Bandung is one of the company’s adv
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Smulyan, Susan. "Absence and the advertising historian." Journal of Historical Research in Marketing 8, no. 3 (2016): 473–80. http://dx.doi.org/10.1108/jhrm-05-2016-0011.

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Purpose The purpose of this paper is to examine the commonly held idea that American advertising agencies closely supervised their Australian counterparts during the globalization of advertising. Design/methodology/approach The author, a cultural historian based in the USA, searched American archives without finding evidence of the kind of oversight often associated with the Americanization of advertising. Findings The paper concludes that American advertisers paid less attention to Australian advertising than the other way around. In addition, Australian and American advertising industries ag
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Mandal, Pratap Chandra. "Socially-Responsible Target Marketing and Marketing Communications." International Journal of Social Ecology and Sustainable Development 13, no. 1 (2022): 1–16. http://dx.doi.org/10.4018/ijsesd.293247.

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Companies are in business to generate revenues and profits and achieve business excellence. Now-a-days, companies are becoming sensitive towards their social responsibilities of ensuring not only consumer welfare but also the welfare of all stakeholders including the society at large. Companies do target marketing and marketing communications to communicate about their offerings to target markets. They adopt socially responsible target marketing, marketing communications, and advertising campaigns. Various issues in advertising campaigns include deceptive advertising, and unethical practices i
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Busterna, John. "Advertising and Marketing." Communication Booknotes 18, no. 9-10 (1987): 91–92. http://dx.doi.org/10.1080/10948008709488201.

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Carver, Blake. "Marketing and Advertising." Journal of Business & Finance Librarianship 8, no. 3-4 (2003): 245–52. http://dx.doi.org/10.1300/j109v08n03_11.

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&NA;. "MARKETING AND ADVERTISING." Plastic and Reconstructive Surgery 82, no. 1 (1988): 202. http://dx.doi.org/10.1097/00006534-198807000-00061.

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&NA;. "MARKETING AND ADVERTISING." Plastic and Reconstructive Surgery 82, no. 1 (1988): 202. http://dx.doi.org/10.1097/00006534-198882010-00061.

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Dissertations / Theses on the topic "Advertising and marketing"

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Ayerra, Raquel, Manuel Jimenez, and Asier Vega. "Integrated Marketing Communications in Advertising." Thesis, Halmstad University, School of Business and Engineering (SET), 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-852.

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<p>This research is made with the aim of find out how Iberostar communicates its values through Offline and Online advertising campaigns and if those campaigns send the same message to the target audience</p>
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Modig, Erik. "Understanding advertising creativity : how perceptions of creativity influence advertising effectiveness." Doctoral thesis, Handelshögskolan i Stockholm, Institutionen för Marknadsföring och strategi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hhs:diva-1951.

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Today advertisers face the challenge of securing advertising effectiveness by producing advertisement that gets the consumers’ attention and shape their attitudes and behavior. One suggested way to reach these objectives is creativity. Both advertising industry professionals, awards, effectiveness reports and research support this notion that what makes advertising effective is creative excellence. However, research has shown that advertising professionals seems to have little formalized understanding about how advertising creativity work and how it is defined and measured. Current research ne
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Okunlola, Abraham Oladapo. "The role of marketing research in advertising." Thesis, Видавництво СумДУ, 2010. http://essuir.sumdu.edu.ua/handle/123456789/12672.

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In the 21st century, advertising might just be the most powerful weapon a marketer has and a quite efficient one if we think about the way it changed our world. But all that power comes with great responsibility: used accordingly by planning everything in the smallest detail possible it can be the best thing that ever happen to a company even to the local retailers as a medium, used without any kind of strategy it can very well be a large scale disaster. Because of the great costs that advertising is much too often associated with and also the long term affects it has on the consumer a company
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Cohen, Andrew Connolly. "Advertising as Cultural Production." Thesis, Yale University, 2018. http://pqdtopen.proquest.com/#viewpdf?dispub=10783444.

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<p> This dissertation presents three sociological essays analyzing advertising agencies through the lens of cultural economic sociology. Drawing on 12 months of ethnographic research and 81 interviews across four American advertising agencies, this dissertation presents three explorations of how meaning-making processes are central to the various processes of advertising production. </p><p> The first essay explores how market intermediaries help other market actors see the market and their opportunities for action within it. The essay article illustrates how advertising practitioners provide
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Willmore, Christopher. "Targeted persuasive advertising." Thesis, University of British Columbia, 2008. http://hdl.handle.net/2429/1550.

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The three essays of this thesis consider a firm’s choice of advertising campaign when advertising may be conditioned on the preferences of individual consumers. In essay one, I show that a monopolist will use such advertising to turn sub-marginal consumers, who are not quite willing to pay for the good, into marginal consumers who are indifferent to paying for the good or going without it. The second essay considers the use of targeted advertising in duopoly, when one of the firms does not have access to advertising. I find that advertising will target those consumers most likely to switch to
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Tangthieng, Pattra. "The IPA (Advertising) Effectiveness Awards 1980-2002 : a reflection of non-marketing advertising." Thesis, University of Stirling, 2009. http://hdl.handle.net/1893/1790.

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Theoretically, advertising has been regarded as a marketing communication; that is, advertising is subsumed under marketing. However, this thesis deconstructs the existing theories and argues that advertising historically was not a marketing tool due to practical conflicts within the British advertising industry. Field work was conducted by means of interviews in addition to document research of publications by practitioners. After the Second World War, marketing people in Britain adopted the modern marketing concepts from the US where marketing and advertising people used the same principles
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GUICHARD, Sandrine, and DI CICCONE Rémy LUBRANO. "Ethnic TV advertising in France." Thesis, Halmstad University, School of Business and Engineering (SET), 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-1580.

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<p>Nowadays, in France a debate on the implementation of ethnic statistics in order to appreciate the structure of the French population has been recently impulsed by the president, Nicolas Sarkozy. Indeed, for having a reliable tool which can be used to identify and count the different “visible communities” in its country, the French government is intending to modify the current legislation about collects of personal data. It initiates these legal procedures to be able to measure and judge racial discriminations that occur in several areas (employment, scholarship…). However, even if these st
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Novotný, Ondřej. "Inbound marketing v kontextu tradičních nástrojů internetového marketingu." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-195465.

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This diploma thesis aims primarily to present inbound marketing as a new method of free propagation on the Internet and on the basis of my own research to further evaluate its suitability for selected business sectors. Research is conducted on a sample of 69 websites divided into seven sectors. After successive investigation of traffic sources and their effectiveness based on the relative expression of conversion rate the suitability of this method for particular sectors is judged. The second objective is a design of inbound marketing strategy for selected web based on knowledge from the pract
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Muñoz, Quezada Ignacio. "Productividad científica en advertising : un análisis bibliométrico." Tesis, Universidad de Chile, 2017. http://repositorio.uchile.cl/handle/2250/149449.

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Tesis para optar al grado de Magíster en Marketing<br>El advertising o publicidad es una herramienta de marketing que se hace presente en nuestro día a día a través de distintas plataformas, cambiando la forma en que se desarrolla y adaptándose a las necesidades de los consumidores y las nuevas tecnologías. Este estudio realiza un análisis bibliométrico a través de indicadores relevantes; entre ellos, índice H, total de papers, total de citas, entre otros; de los journals, autores, universidades y países más influyentes en la generación de contenido de advertising en los últimos 25 años (1992-
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Zachová, Hana. "Czech SMEs and the Effectiveness of their PPC Advertising." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-262146.

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This thesis examines the problem of evaluating the effectiveness of digital marketing; more specifically it looks at the topic of Pay-per-click advertising on the scope of Small and Medium-sized businesses in the Czech Republic. The thesis provides literature review of the historical and current possible practices of what specific measures can be used to evaluate the success of pay-per-click advertising. Moreover, it connects the measurement subject with the associated area of attribution modeling. This topic represents an important issue for the online marketers mostly because of a currently
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Books on the topic "Advertising and marketing"

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Reinke, Robert. Marketing and advertising. Procter & Gamble Co., 1988.

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Salli, Rasberry, and Fitzpatrick Diana, eds. Marketing without advertising. 5th ed. Nolo, 2005.

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Inc, Berlitz International, ed. Marketing & advertising: English. Berlitz Languages, Inc., 1995.

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Salli, Rasberry, and Caputo Catherine, eds. Marketing without advertising. 6th ed. Nolo, 2008.

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Salli, Rasberry, and Repa Barbara Kate, eds. Marketing without advertising. 4th ed. Nolo, 2003.

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Salli, Rasberry, and Randolph Mary, eds. Marketing without advertising. 2nd ed. Nolo Press, 1997.

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Salli, Rasberry, and Randolph Mary, eds. Marketing without advertising. Nolo Press, 1986.

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Rajagopal, Ringo. Advertising and Marketing. Edited by Stephanie Smith. SAGE Publications, Inc., 2024. http://dx.doi.org/10.4135/9781071965672.

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Testerman, Joshua O. Web advertising and marketing. Prima Pub., 1996.

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Gore, Sylee. English for marketing & advertising. Oxford University Press, 2007.

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Book chapters on the topic "Advertising and marketing"

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Baker, Michael J. "Advertising." In Marketing. Macmillan Education UK, 1991. http://dx.doi.org/10.1007/978-1-349-21395-5_16.

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Cabano, Frank G., Stefan Müller, and Katja Gelbrich. "Advertising." In Interfaith Marketing. Routledge, 2024. http://dx.doi.org/10.4324/9781003506010-52.

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Jolibert, Alain, Hans Mühlbacher, Laurent Florès, and Pierre-Louis Dubois. "Advertising." In Marketing Management. Macmillan Education UK, 2012. http://dx.doi.org/10.1007/978-0-230-36367-0_11.

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Duchowski, Andrew T. "Marketing/Advertising." In Eye Tracking Methodology: Theory and Practice. Springer London, 2003. http://dx.doi.org/10.1007/978-1-4471-3750-4_13.

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Duchowski, Andrew T. "Marketing/Advertising." In Eye Tracking Methodology. Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-57883-5_23.

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Petrochilos, George A. "Marketing — Advertising." In Managerial Economics. Macmillan Education UK, 2004. http://dx.doi.org/10.1007/978-1-137-10771-8_9.

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Charlesworth, Alan. "Advertising online." In Digital Marketing. Routledge, 2018. http://dx.doi.org/10.4324/9781315175737-7.

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Charlesworth, Alan. "Advertising online." In Digital Marketing, 4th ed. Routledge, 2022. http://dx.doi.org/10.4324/9781003147411-8.

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Meldrum, Mike, and Malcolm McDonald. "Advertising." In Key Marketing Concepts. Macmillan Education UK, 1995. http://dx.doi.org/10.1007/978-1-349-13877-7_31.

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Cartwright, Roger. "Advertising." In Mastering Marketing management. Macmillan Education UK, 2002. http://dx.doi.org/10.1007/978-1-137-06985-6_11.

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Conference papers on the topic "Advertising and marketing"

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Kediya, Shailesh O., Amishi Arora, Anup Suchak, Shripad Joshi, Yogita Sure, and Chetan Puri. "Examining Ethical Applications of AI in Advertising and Marketing Industries*." In 2024 International Conference on Cybernation and Computation (CYBERCOM). IEEE, 2024. https://doi.org/10.1109/cybercom63683.2024.10803184.

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Andriawan, Muhammad Rico, Chyntia Angelina Nugraha, Ngo Fiona Hindrawan, and Doni Purnama Alamsyah. "Social Media Marketing and Online Advertising in the Digital Landscape of ICT." In 2025 International Conference on Computer Sciences, Engineering, and Technology Innovation (ICoCSETI). IEEE, 2025. https://doi.org/10.1109/icocseti63724.2025.11019572.

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Isoraite, Margarita, and Nikolaj Ambrusevic. "Social advertising features in Lithuania." In 23rd International Scientific Conference. “Economic Science for Rural Development 2022”. Latvia University of Life Sciences and Technologies. Faculty of Economics and Social Development, 2022. http://dx.doi.org/10.22616/esrd.2022.56.017.

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The article analyses the meaning of social marketing, discusses the main social marketing tools, investigates social marketing models, and presents a case study of social advertising campaigns in Lithuania. The article highlights the role of social advertising by drawing attention to social challenges that require actions in order to address specific problems. In short, social advertising is used as a means for introducing an important problem to the society. The problem-solving process by using social advertising campaigns is effective when a campaign includes specific memorable characteristi
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Wanjale, Kirti, Yash Thorat, Arya Talathi, and Abhijit Chitre. "Personalized marketing and targeted advertising." In PROCEEDINGS OF THE INTERNATIONAL CONFERENCE ON ENGINEERING RESEARCH AND APPLICATION 2022 (ICERA 2022). AIP Publishing, 2023. http://dx.doi.org/10.1063/5.0180937.

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Akyüz, Ayşen, and Mustafa Ercilasun. "The Role of Advertising during Recession." In International Conference on Eurasian Economies. Eurasian Economists Association, 2014. http://dx.doi.org/10.36880/c05.01141.

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Advertising plays a key role in a dynamic economy. It provides valuable information about products and services in an efficient manner; communicates customer value, builds brand awareness and creates demand. In a recession, the first things that a company usually cuts come from the advertising budget. When companies begin to cut back on advertising during an economic downturn, they become less visible to the public. While it make sense to cut off from communication budget, the evidence shows that the companies which advertise during an economic downturn, have expanded their market share and ha
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Li, Anping, and Di Yang. "Business Advertising Strategy in Experiential Marketing." In 2010 International Conference on Management and Service Science (MASS 2010). IEEE, 2010. http://dx.doi.org/10.1109/icmss.2010.5577092.

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Li, Anping, and Di Yang. "Business Advertising Strategy in Co-Marketing." In 2011 International Conference on Management and Service Science (MASS 2011). IEEE, 2011. http://dx.doi.org/10.1109/icmss.2011.5998583.

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Burlac, Aliona, and Xenia Frumosu. "The Power of Social Media Marketing for Businesses." In Simpozion Ştiinţific al Tinerilor Cercetători, Ediţia a 21-a. Academy of Economic Studies of Moldova, 2024. http://dx.doi.org/10.53486/sstc.v1.51.

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Social media marketing has become integral to modern-day business strategies. With billions of active users on various social media platforms, businesses can utilize these channels to connect with their desired audience, build brand awareness and boost customer engagement. This article delves into the power of social media marketing, outlining all the tools and features businesses have at their disposal - such as paid advertising, influencer marketing, and content promotion. Finally, social media marketing's strength lies in its capacity to generate useful data and insights that businesses can
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Wick, Alexander, Ľubomíra Strážovská, and Bernhard Koczian. "The Influence of Multi-Channel Advertising by the Pharmacy on Customers and Identification of Advertising Perceptions by Customers." In Liberec Economic Forum 2023. Technical University of Liberec, 2023. http://dx.doi.org/10.15240/tul/009/lef-2023-51.

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Effective use of media channels in marketing requires a thorough understanding of the target audience and the channels they are most likely to use. Successful implementation of media channel strategies can increase brand awareness, customer loyalty and sales. Pharmacies are highly location-based and need to tailor their marketing efforts to specific regions to ensure maximum effectiveness. They need to tailor their marketing strategies to the specific preferences and behaviours of the target audience in each region. A company targeting a region (e.g. village regions) where many families live,
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Vukasović, Tina, and Kristina Ljubičić. "Marketing Manipulation in the 21st Century." In Fifth International Scientific Conference ITEMA Recent Advances in Information Technology, Tourism, Economics, Management and Agriculture. Association of Economists and Managers of the Balkans, Belgrade, Serbia, 2021. http://dx.doi.org/10.31410/itema.2021.103.

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The research assessed aspects of manipulative advertising, their execution, and expected impacts on consumer behavior in general regarding any purchase of a product or service worldwide. The research aims to guide quantitative consumer perception research through carefully designed and efficiently conducted research. The analysis of the collected primary data re­vealed that manipulation in marketing is very common and that it appears at every step and thus began to be one of the main players when creating marketing ads. Furthermore, respondents expressed concern about manip­ulative advertising
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Reports on the topic "Advertising and marketing"

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Vardikou, Chrysopigi, Agisilaos Konidaris, and Erato Koustoumpardi. Emojis in marketing & advertising: A Scoping review protocol. INPLASY - International Platform of Registered Systematic Review and Meta-analysis Protocols, 2025. https://doi.org/10.37766/inplasy2025.5.0094.

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Syed, Basil Ahmad, Edafe Anderson Ozero, and Samson Toye Abiodun. Effectiveness of Guerrilla Marketing in Lithuania: a Case Study of the Swedbank's "Life under the Oak" Campaign. Vilnius Business College, 2024. https://doi.org/10.57005/ab.2024.4.5.

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In response to the current issues of catching customer attention amidst information overload, guerrilla marketing has evolved as a disruptive technique that prioritizes creativity and uniqueness over standard advertising tactics. This research looks at the efficacy of guerrilla marketing using a case study of Swedbank's "Life Under the Oak" campaign in Lithuania. The study intends to assess the campaign's effects on Swedbank awareness, engagement, and cost-effectiveness in comparison to traditional advertising strategies. Data was acquired directly from Lithuanian consumers using a cross-secti
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Nava Marron, Sofia Gabrielle. Exploring Gender Stereotypes in Alcohol Marketing Across Decades. Florida International University, 2025. https://doi.org/10.25148/fiuurj.3.1.11.

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This study examines the evolution of gender stereotypes and emerging gender roles in alcohol marketing over the past century, with a distinctive methodological approach, analyzing advertisements spanning 100 years. By incorporating LGBTQ+ representations alongside traditional gender portrayals, this research provides a comprehensive historical perspective on how advertising strategies have shaped and responded to societal changes. The study employs a detailed content analysis of alcohol advertisements from the 1920s to the present, focusing on emotional appeal, projected values, geographic tar
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Pasupuleti, Murali Krishna. AI-Driven Marketing Innovations: Personalization and Ethics in the Digital Era. National Education Services, 2025. https://doi.org/10.62311/nesx/rr625.

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Abstract: This article explores the transformative impact of artificial intelligence (AI) on digital marketing, focusing on strategies for delivering personalized content and ensuring ethical advertising. By leveraging AI, marketers can now analyze consumer behavior with precision, enabling targeted content, automated ad placement, and real-time adjustments that enhance user engagement and conversions. The Article examines foundational AI techniques, such as recommendation engines, predictive analytics, and natural language processing, which drive personalization at scale. Additionally, it add
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Mintii, Iryna S., and Vladimir N. Soloviev. Augmented Reality: Ukrainian Present Business and Future Education. [б. в.], 2018. http://dx.doi.org/10.31812/123456789/2673.

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The aim of the study: analysis of the current state and prospects for the development of augmented reality in Ukraine in business and education. The objectives of the study: to analyze the experience of using the augmented reality in advertising, marketing, education of Ukraine; to investigate the problems existing in this direction. The object of the study: the process of using augmented reality in advertising, marketing, education. The subject of the study: specific projects using the augmented reality in advertising, marketing, education. The used method of study was theoretical that includ
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Silk, Alvin, and Ernst Berndt. Scale and Scope Economies in the Global Advertising and Marketing Services Business. National Bureau of Economic Research, 2003. http://dx.doi.org/10.3386/w9965.

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Zilberman, David, Amir Heiman, and B. McWilliams. Economics of Marketing and Diffusion of Agricultural Inputs. United States Department of Agriculture, 2003. http://dx.doi.org/10.32747/2003.7586469.bard.

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Specific Research Objective. Develop a theory of technology adoption to analyze the role of promotional tools such as advertising, product sampling, demonstrations, money back guarantees and warranties in inducing technological change. Use this theory to develop criteria for assessing the optimal use of marketing activities in launching new agricultural input technologies. Apply the model to analyze existing patterns of marketing budget allocation among promotional tools for various agricultural input industries in the United States and Israel. Background to the Topic. Marketing tools (money-b
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Clayton, III, and Ralph L. Mass Communication, Advertising, and Marketing Research at the Strategic and Operational Levels of War. Defense Technical Information Center, 2013. http://dx.doi.org/10.21236/ada592762.

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Xiang, Ling. The power of perception in sports marketing: How construal level theory scores big in sports events advertising. Iowa State University, 2023. http://dx.doi.org/10.31274/cc-20240624-1473.

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Kazhenava, Zlata, Eva Navickaitė, and Mehmet Recai Uygur. estivals as Arenas of Political and Cultural Influence: Integrating Brand Engagement with National Identity and Consumer Experience. Vilnius Business College, 2024. https://doi.org/10.57005/ab.2024.4.6.

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This article discusses the use of festivals more specifically as marketing tools for a brand or company and how such cultural and political events can influence the perception and behaviour of the consumers. The study looks at marketing of festivals in Lithuania and seeks to measure the effectiveness of this type of marketing by assessing the consumption and purchase behaviour as well as the attention to the brand by local and foreign festival participants. Important questions were how such brands have strategically exploited the cultural importance of these festivals in wonderfully connecting
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