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: 1 August 2024

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Journal articles on the topic "Advertising and marketing"

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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 (January 1985): 2–4. http://dx.doi.org/10.1080/10948008509488282.

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Smulyan, Susan. "Absence and the advertising historian." Journal of Historical Research in Marketing 8, no. 3 (August 15, 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 agreed on the importance of advertising as part of transnational capitalism and did not need to outline, or follow instructions, on how advertising worked. Originality/value Reviewing the history of advertising in a global context reminds scholars that the national advertising industries have different subject positions and yet agree on advertising’s practice and efficacy.
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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 (October 14, 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 advertisings concerned with their business advertising in BTL, in the fight business competition advertising, which is moving toward the digital. This study used a qualitative approach to describe the phenomenon of advertising. Aghna (Kreanova) maintains a venture and concept product marketing BTL by combining a marketing approach with the advertising concept that emphasizes marketing strategies. It means of promoting a product BTL with the approach direct selling is still in use to improve the gain on sale of the corporate and existence.
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Busterna, John. "Advertising and Marketing." Communication Booknotes 18, no. 9-10 (September 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 (March 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 (July 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 (July 1988): 202. http://dx.doi.org/10.1097/00006534-198882010-00061.

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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 (January 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 in fashion advertising and in cosmetics industry. Companies adopt advertising campaigns for social causes, socially responsible sales promotion, and personal selling. Companies should ensure consumer privacy, safety, and security. Various stakeholders want to be assured that businesses care about their welfare. Businesses should ensure consumer welfare and welfare of the society at large. This will allow them to achieve business excellence and stay ahead in the competition.
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Beard, Fred, Brian Petrotta, and Ludwig Dischner. "A history of content marketing." Journal of Historical Research in Marketing 13, no. 2 (August 31, 2021): 139–58. http://dx.doi.org/10.1108/jhrm-10-2020-0052.

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Purpose Contemporary practitioners of content marketing (CM) often suggest their discipline is an ancient one, yet mainly limit its origins to the custom-published magazines of the late 1800s. The purpose of this paper is to synthesize some of the many definitions of CM and to report the first scholarly history of its development and practice. Design/methodology/approach This study’s purposes led to the following research questions: To what extent were CM strategies and tactics used before the 20th century? How have the uses and characteristics of CM changed or remained the same over time? Sources included general histories focusing on the earliest uses of advertising and promotions and edited book chapters and journal articles on the histories of branding and early print advertising, marketing and advertising practices in ancient and medieval periods and the development of consumer cultures around the world. Findings Research findings support three conclusions: CM existed much earlier than often acknowledged; has emerged as a unique marketing discipline, strategically and tactically distinguishable from the others (e.g. advertising and sales promotion); and possesses objectives, strategies and tactics that have remained remarkably consistent in practice across the millennia. Originality/value The research supports several insights to the history of marketing and the practice of CM. Some of the CM strategies and tactics identified in this paper, for instance, have previously been concluded to be part of advertising’s history. Findings also reveal that many of advertising’s American pioneers actually used CM to persuade 19th-century businessmen to adopt widespread advertising. In addition, the emphasis on interactive, digital media in CM definitions offers a likely explanation for the recent enthusiasm behind CM as a response to global trends in consumer preferences and global competition, as well as why contemporary CM practitioners have often failed to recognize they are practicing a “new” discipline that has actually been in use for thousands of years.
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Li, Xiaofei. "Analysis of Nike's Advertising Marketing Strategy." Advances in Economics, Management and Political Sciences 27, no. 1 (November 10, 2023): 163–68. http://dx.doi.org/10.54254/2754-1169/27/20231247.

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In the age of marketing's predominance, individuals should learn the fundamentals of corporate marketing and the vital components of effective marketing. The paper through a literature review approach, utilizes Nike's 2012 marketing advertisement as an example to discuss the fundamental marketing approaches and techniques incorporated in it. This study's significance is in analyzing and comprehending how to conduct good corporate marketing and how to design marketing strategies to reach sales objectives. Business marketing strategies enable organizations to outperform their competitors, and marketing strategies aid in the creation of products and services that maximize revenues. The primary relevance of this paper is to comprehend how a corporation achieves success through commercial advertising and to provide readers with a rudimentary comprehension of commercial advertising methods.
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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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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

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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 need to better understand the response to creative advertisements by documenting how advertising professionals and consumer assess and value creativity. By applying new perspectives and new theories this thesis investigate the effects advertising creativity has on consumers. The thesis reviews the academic research on advertising creativity and contributes with five articles to increase the understanding of advertising creativity and how perceptions of creativity influence advertising effectiveness. In so doing, it plays a part in advertisers understanding and use of advertising creativity.

Diss. Stockholm : Handelshögskolan i Stockholm, 2012. Sammanfattning jämte 5 uppsatser.

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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 should never start an advertising campaign without knowing every single last detail concerning their product and consumers. When you are citing the document, use the following link http://essuir.sumdu.edu.ua/handle/123456789/12672
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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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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.

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 their clients with visions of what the market is and what opportunities for action lie within it, developing advertising campaigns to match that vision. These accounts of the market and its opportunities are dynamically negotiated, both reflecting and shaping the identities of the clients, their target audiences, and the intermediaries themselves. Because intermediaries dramaturgically perform these interpretations of the market for their client in micro-level interactions, they must also deal with disagreement, contestation, and negotiation over their visions of the market.

The second essay explores how advertising agencies consume and produce consumer research. Taking a relational approach to the production of advertising, this essay conceives of the work agencies do as part of establishing viable exchange relationships with their clients in which the client exchanges money for the agency's ideas for campaigns. The analysis shows how agency employees—in particular, account planners—first negotiate what kinds of consumers matter with their clients, then produce consumer research in ways that helps them generate particular types of qualitative materials. Agency employees then use those materials to craft aesthetic, material representations of the consumer that can serve as exchange media to facilitate the broader exchange of campaign ideas and money.

The third essay takes adopts a pragmatic sociological framework to examine conflict in advertising agencies, suggesting such conflicts can be better understood as inevitable clashes between different regimes for justifying the value of advertising work. The article examines three such regimes that advertising practitioners use to justify the work they do: the regime of partnership, the regime of expertise, and the regime of brokerage. Each regime supposes its own definition of what is good advertising work, how that work is evaluated, and how that work should be done, as well as what relationships there should be between the agents who do the work and their clients. Furthermore, each regime has its critiques of the others, and compromises between regimes are unstable and temporary. The different types of conflicts that arise from clashes between these regimes can be understood as the outcome of threats to the different social bonds supposed by each of those regimes.

These articles are prefaced by a broad discussion of the intellectual projects of economic sociology, in which the literature is divided into two camps: one that studies the economy of culture, and one that studies the economy as culture. After reviewing the different conceptualizations of production and consumption in each, as well as considering the role of materiality and the relationship between the economic and the social, this discussion concludes with a commitment to studying the economy as the enactment of cultural intentions, opting for an analytical strategy that preserves the relative autonomy of culture in exploring how narratives and codes structure economic activity.

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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 the non-advertising firm. Each firm sets a price just high enough to capture the consumers on either side of the advertising 'barrier’. The third essay looks at targeted advertising in the context of Canadian public health. When the goals of government and industry are aligned, advertising by the firm may be an alternative superior to government advertising in the form of a public health education campaign.
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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 and practice of advertising. The thesis traces back to fundamental concepts in social sciences such as economics, sociology and psychology that marketing and advertising people applied to their disciplines. Then, relevant historical backgrounds including the history of advertising agencies, market research and account planning are explored. They indicate that advertising was not part of marketing communications but rather located between marketing and communications. The application of various social sciences and the historical backgrounds govern British agency people's practice of advertising research during the 1960s and 1970s. They used research to explain advertising effectiveness in terms of both communication and sales. However, they found some disagreements between their concepts and that of marketing people in their client companies. They felt more frustrated when clients and research companies used scientific principles and practice in measuring advertising effectiveness. The 1960s and 1970s events led to the origin of the IPA (Institute of Practitioners in Advertising) Awards in 1980. The IPA Awards were in fact the consequence of the past as they tried to maintain their stance of developing advertising effectiveness theories as opposed to those of clients and research companies for two decades. However, as the Awards grew and became one of the most recognised award schemes in the industry, they were used by agency people as a tool to increase their agencies' reputation rather than a demonstration of advertising effectiveness.
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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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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 steps are as goal a fall in ethnic discriminations, they keep highly controversial. Its opponents claim the French constitutional principles that want Republic to be indivisible.

This debate overall underlines the lack of an “ethno-racial” national referential. Nevertheless, individuals’ origins were progressively introduced into statistics.

- 1851: the first census including questions about nationality was realized (native French, naturalized French and foreign). (Courrier des statistiques n° 117-119, 2006, p 34)

- 1962: This census was completed by asking the origin nationality of the naturalized French.

- 1993: The Great Integration Council developed surveys about the ethnic structure of the French population for specifics purpose.

Now, only one major law – Information and freedom law of the sixth August 2004 – breaks the access to ethnic data. It stipulates that personal data which precise, directly or indirectly, racial or ethnic origins, political views, philosophical and religious ones are prohibited. (www.juriscom.net)

But some surveys highlighting ethnic origins can be conducted, on one condition; they must respect an individual agreement.

Both French debates on ethnic statistics and racial discriminations raise the issue of how important the minorities’ demographical and economical weight is. Indeed, more and more firms and marketing agencies have started to target ethnic market for few years.

According to the INSEE – the French National Institute for Statistics and Economic Studies – and the INED – a French research institute specialized in demography and population studies –, ethnic minorities and immigrants in France are the same. Their number is around 4.3 millions people, that is to say 6.7% of the 2002’s French population (see Annexe 3).

But the ethnic minority notion is wider: as it was said before, the real statistics about such a sensitive issue are not clearly defined and collected by any French official institute. Indeed, Jean-Paul Tréguer and Jean-Marc Segati (Les nouveaux marketings, Dunod 2003) estimate ethnic communities’ population between roughly 12 and 14 millions people, more than 20% of the French population.

Moreover, SOPI – a marketing agency focused on ethnic marketing – conducted a consumer survey in 2004 that included ethnic data under control of several national and independent associations. (http://www.sopi.fr)

It concludes distinguishing six ethnic groups:

- Caribbean from France (Martinique, Guadeloupe, French Guiana, Reunion Island…)

- Black Africans (Senegal, Mali, Cameroon…)

- Maghreb-Arabians (Morocco, Algeria, Tunisia…)

- Indopakistanis (Sri Lanka, India, Pakistan…)

- East-Asians (China, Vietnam, Cambodia…)

- And other minorities (Anglo-Saxon, Latin American, Italian, Spanish…)

The weight of the visible minorities in the French population is enough important to arouse firms and marketing agencies' interests. Indeed, this part of the French population can be considered as a niche with its own and specific needs. Problems of discrimination and under representativeness highlighted ethnic communities can be perceived as a potential and profitable outlet. Taking progressively these markets into consideration, marketers have implemented a new kind of segmentation based on ethnic origins. Targeting depends on the ethnic background of every community. Each ethnic group, with its own values, beliefs and needs, forms an aggregated market.

French ethnic marketing is so in direct connection with the current French debate about the consideration of ethnic data in official statistics. Actually, with exact figures, ethnic groups would be quantifiable and identifiable. Clearer statistics are, easier target group are satisfied. Ethnic data would allow marketers to better understand and meet the needs and wants of these populations.

To sum up, ethnic marketing in France is dependent on ethnic statistics; so it is necessary to get round, without going against, the French principle which wants a Republic to be indivisible.

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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 practical part of thesis.
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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
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 (1992-2016) a partir de los datos disponibles en Web of Science, basados en el conocimiento de la existencia de tres revistas enfocadas en temas de advertising, el Journal of Advertising, el Journal of Advertising Research y el International Journal of Advertising y los journals más influyentes en temas de marketing presentados por Valenzuela et al. (2017). Se incorporan gráficas obtenidas del software VOSviewer (Van Eck, Waltman, 2010) para los análisis de co-citation, co-authorship, bibliographic coupling y citation. Además, se presenta el análisis de contenido basado en las definiciones de Sudhir (2016), sobre exploración de nuevos temas y explotación de contenidos ya estudiados en las publicaciones de los journals más influyentes. El estudio comienza analizando el total de publicaciones por año y como ha evolucionados en períodos de cinco años, además de presentar la estructura de citas anualmente. Existe un aumento general del total de publicaciones por año, mostrando un gran incremento a partir del año 2004, explicados en gran parte por la aparición de diversas redes sociales en el mundo digital. A nivel de journals, resultan ser los más influyentes las tres revistas de enfoque en advertising y el Journal of Consumer Research; ubicándose en los primeros lugares a nivel general y al realizar el análisis por quinquenios. En esta misma línea, destacan el Journal of Business Research y el Psychology & Marketing como journals que están abarcando el advertising en sus publicaciones, sirviendo de referencia para nuevos investigadores que quieran presentar sus investigaciones. El análisis de autores más influyentes muestra que gran de éstos provienen de universidades estadounidenses. Los autores más relevantes son Charles R. Taylor, Chingching Chang y Patrick De Pelsmacker, quienes también logran aparecer en los rankings por quinquenios dentro de las posiciones más importantes. Estos autores, representa una posibilidad para jóvenes investigadores de conocer las temáticas ya estudiadas y tomarlas de referencia para la generación de nuevos contenidos. Las universidades o instituciones más influyentes resultan ser en su gran mayoría estadounidenses, presentándose también universidades de Holanda y Australia en el ranking. University of Florida se ubica como la más influyente en relación a su índice H, mientras que, en cuanto a las publicaciones totales, University of Georgia resulta ser la más productiva. Las universidades tienden a citarse mutuamente, destacando de gran manera la cita a publicaciones de la propia institución. Analizando los indicadores a nivel de países, Estados Unidos resulta ser el país líder en cada ranking; seguido por Reino Unido, Australia y Canadá; quienes disputan las siguientes posiciones, pero resultando ser países influyentes en la generación de contenidos de advertising. Holanda y China también están transformándose en referentes. A nivel de regiones, Norteamérica y Europa del Oeste resultan ser las más influyentes dado que incluyen a los países más importantes en cuanto a publicaciones; mientras que regiones como Latinoamérica y África son las que menos han aportado a la comunidad, pero que se espera que desarrollen contenidos a futuro. Finalmente, existe una diferencia significativa de los niveles de exploración de nuevas conocimientos y explotación de contenidos validados previamente, entre los journals más influyentes del ranking y los menos influyentes.
2019-09-30
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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 widely used last-click attribution model that is not able to attribute the fair value of the different channels on the consumer journey to purchase. The primary research conducted in the form of qualitative research through in-depth interviews brings insights into the current practices of selected representatives of Czech SME sector as well as the digital agencies on the matter of measuring the success of online marketing and the attribution modeling. Derived findings give a picture at what stage of development the measurement and attribution of PPC currently is in the Czech SME market.
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Books on the topic "Advertising and marketing"

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

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

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

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

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

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

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

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

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

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Baker, Michael John. Dictionary of marketing & advertising. 2nd ed. New York: Nichols Pub., 1990.

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Book chapters on the topic "Advertising and marketing"

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Baker, Michael J. "Advertising." In Marketing, 368–434. London: Macmillan Education UK, 1991. http://dx.doi.org/10.1007/978-1-349-21395-5_16.

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Jolibert, Alain, Hans Mühlbacher, Laurent Florès, and Pierre-Louis Dubois. "Advertising." In Marketing Management, 243–68. London: 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, 193–203. London: 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, 301–14. Cham: 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, 215–43. London: 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, 197–237. 3rd edition. | Abingdon, Oxon ; New York, NY : Routledge, 2018.: Routledge, 2018. http://dx.doi.org/10.4324/9781315175737-7.

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Charlesworth, Alan. "Advertising online." In Digital Marketing, 195–237. 4th ed. London: Routledge, 2022. http://dx.doi.org/10.4324/9781003147411-8.

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Meldrum, Mike, and Malcolm McDonald. "Advertising." In Key Marketing Concepts, 163–67. London: 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, 213–39. London: Macmillan Education UK, 2002. http://dx.doi.org/10.1007/978-1-137-06985-6_11.

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Gabay, Jonathan. "Advertising." In The Marketing Century, 169–82. Hoboken, NJ, USA: John Wiley & Sons, Inc., 2015. http://dx.doi.org/10.1002/9781119208501.ch8.

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Conference papers on the topic "Advertising and marketing"

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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 characteristics; therefore, the main social advertising features are a topical subject. The authors of the article aim to investigate social advertising features in Lithuania and observe the main social marketing campaign elements that evoke strong feelings and encourage representatives of various audience groups to change behavioural pattern. The paper relies on scientific literature overview, statistical data analysis, and a case study. A case study as a research method is selected in order to investigate social advertising campaigns that were launched in Lithuania during the last decade (before and after the pandemic) as well as to perform a comparative analysis of the main elements and models used. As a result of the article, four main goals for social marketing advertising for Lithuanian market are distinguished: (1) to encourage changes in behaviour, (2) to spread information, (3) to form a public need, (4) to develop and support the promoted idea. Moreover, the performed analysis reveals the importance of publicity and strong emotional response evoked by shocking images as the main elements of Lithuanian social marketing campaigns launched during the last decade.
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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 have maintained their solid image. Therefore according to marketers, neglecting marketing efforts during an economic downturn will result in weakening the brand and making it less profitable in the long run. The present study aims to provide an understanding of the marketing communications’ specifically advertising’s impact on companies’ performance during and after recession. It lays out the theoretical foundations to evaluate the impact of advertising during the recessions and provides some evidence from the world. It is believed to be paramount to examine the existing literature and researches to create awareness in the field, about the importance and impact of advertising during economic downturns.
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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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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, for example, may need to tailor its marketing messages to required values. This includes highlighting families in advertising or emphasising how their products or services can add value to them. There needs to be a coordinated marketing strategy. In this paper, the objective is to find out whether customers are generally interested in advertising medical products and, if so, which media channels they prefer. From this it can be deduced whether a multi-channel strategy would be worthwhile for retail pharmacies. Based on the results of a customer survey, it can be said that medical product advertising is perceived on various channels, but that the proportion is low, with only about half as a target group.
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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 of food brands and preferred that this advertising was of­ten practiced on services as well. Research has proven that there is a largely hidden manipulation that at first glance is not immediately noticeable and is hidden in consumers primarily evokes the emotions of the need for the prod­uct, the desire to do the same, and ultimately the purchase.
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Buccoliero Ph.D., Prof Luca, Dr Maria Mazzola, Dr Elena Bellio, and Dr Elisa Solinas. "The Advertising – “Text and Driving” Behavior Relationship: Theory and Evidence of a Shock Advertising Experiment." In Annual International Conference on Enterprise Marketing and Globalization. Global Science & Technology Forum (GSTF), 2015. http://dx.doi.org/10.5176/2251-2098_emg15.1.

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Kutluk, Aysegül. "Guerilla Marketing on the Internet and an Evaluation on the Tourism Industry." In International Conference on Eurasian Economies. Eurasian Economists Association, 2013. http://dx.doi.org/10.36880/c04.00765.

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At the present time, managements which can see and use alterations, they can remain stand and strive with their competitors. Changes are in managements only able to possible by using new strategies, that can make a management comperior under the competition clause. These strategies are: last trends, fun promotions, flash mobbings, guerrilla advertising and even the viral applications that can make people unwittingly a marketer. On the other hand, at the first times, while guerilla marketing was a method that small scale enterprise can struggle against the big bussiness, nowadays it is a very simple method which every management can apply easily.The aim of guerilla marketing is to make more sales, like traditional marketing. But, the methods that used, are different from eachother. This method try to find with very low budget some works, that will take place more higher from other traditional marketing methods' effects. This works have to be effective, different, enjoyable and unforgetable. That is possible to see them in out,on ethernet and somewhere of our life. Especially, these activities are organized contemplated by advertising agencies; diversified according to the imagination of the creators. Guerilla marketing and the other similar marketings are done especially online network in tourism sector of Turkey. The purpose of this study; is increasing the awareness of guerilla marketing as an alternative method in academic and sectorel context, that can increase the sales of tourism managements and at the same time can provide quickly and easily reach to their target group.
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Barajas, Joel, Jaimie Kwon, Ram Akella, Aaron Flores, Marius Holtan, and Victor Andrei. "Marketing campaign evaluation in targeted display advertising." In the Sixth International Workshop. New York, New York, USA: ACM Press, 2012. http://dx.doi.org/10.1145/2351356.2351361.

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Reports on the topic "Advertising and marketing"

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Mintii, Iryna S., and Vladimir N. Soloviev. Augmented Reality: Ukrainian Present Business and Future Education. [б. в.], November 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 included analysis of articles and materials of conferences on the research problem. The results of the study: nowadays, the augmented reality is used primarily in the field of advertising and marketing of Ukraine. As an example is the advertisement of Kyivstar (virtual tour around Ukraine, augmented reality quest), some of the Ukrainian companies have certain results in in this direction, for example, Augmented Pixels, Simo AR (in the development of a browser with augmented reality, the Kontramarka ticket service is implemented), Live Animations (such projects as Wonderland AR, My Yeti, Live Coloring, Gapchinska, Live Photo are already implemented). Among the problems that exist with the introduction of these technologies in education, first of all, we should note the shortage of specialists in the preparation of such educational projects and the uncoordinated actions of business and education in this direction. Main conclusions and recommendations: in order to disseminate research results it is necessary to hold thematic events of the all-Ukrainian level.
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Silk, Alvin, and Ernst Berndt. Scale and Scope Economies in the Global Advertising and Marketing Services Business. Cambridge, MA: National Bureau of Economic Research, September 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, November 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-back guarantees [MBG] demonstration, free sampling and advertising) are used extensively to induce the adoption of agricultural inputs, but there is little understanding of their impacts on the diffusion of new technologies. The agricultural economic literature on technology adoption ignores marketing efforts by the private sector, which may result in misleading extension and technology transfer policies. There is a need to integrate marketing and economic approaches in analyzing technology adoption, especially in the area of agricultural inputs. Major Conclusion. Marketing tools play an important role in reducing uncertainties about product performance. They assist potential buyers to learn both about objective features, about a product, and about product fit to the buyer's need. Tools, such as MBGs and demonstration, provide different information about product fit but also require different degrees of cost for the consumer. In some situations they can be complimentary and optimal strategy combines the use of both. In other situations there will be substitution. Sampling is used to reduce the uncertainty about non-durable goods. An optimal level of informational tools declines throughout the life of a product but stays positive at a steady state. Implications. Recognizing the heterogeneity of consumers and the sources of their uncertainty about new technologies is crucial to develop a marketing strategy that will enhance the adoption of innovation. When fit uncertainty is high, allowing an MBG option, as well as a demonstration, may be an optimal strategy to enhance adoption.
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Clayton, III, and Ralph L. Mass Communication, Advertising, and Marketing Research at the Strategic and Operational Levels of War. Fort Belvoir, VA: Defense Technical Information Center, May 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. Ames (Iowa): Iowa State University, May 2023. http://dx.doi.org/10.31274/cc-20240624-1473.

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Stoker, Carol, and Stephen Mehay. Recuiting, Advertising and Marketing Strategies in All-Volunteer Force Nations: Case Studies of Canada, Australia, the United Kingdom, and the United States. Fort Belvoir, VA: Defense Technical Information Center, December 2011. http://dx.doi.org/10.21236/ada557589.

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Majchrowska, Justyna. TESTIMONIAL IN (NEW) MEDIA. Ivan Franko National University of Lviv, March 2021. http://dx.doi.org/10.30970/vjo.2021.50.11109.

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The linguistic research of (the new) media so far has mainly focused on the analysis of content from broadcasters – people publishing on the Internet in order to convince the potential recipients to enter the website, read articles, explore the website as well as return after leaving it – in exchange for the material or financial benefit. Several years of observation of a variety of text types existing in the media shows that not only texts from broadcasters make it possible to notice and maintain this attention of recipients. Nowadays, similarly as in marketing and advertising, in the media (but not only there) the essential and productive content comes from the recipient. The subject of this quantitative and qualitative linguistic analysis is the title testimonial as a rapidly growing persuasive (promotional) trend in (new) media and a response to the challenges of the modern society.
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Hotsur, Oksana. SOCIAL NETWORKS AND BLOGS AS TOOLS PR-CAMPAIGN IMPLEMENTATIONS. Ivan Franko National University of Lviv, March 2021. http://dx.doi.org/10.30970/vjo.2021.50.11110.

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The article deals with the ways in which social networks and the blogosphere influence the formation and implementation of a PR campaign. Examples from the political sphere (election campaigns, initiatives), business (TV brands, traditional and online media) have revealed the opportunities that Facebook, Telegram, Twitter, YouTube and blogs promote in promoting advertising, ideas, campaigns, thoughts, or products. Author blogs created on special websites or online media may not be as much of a tool in PR as an additional tool on social media. It is noted that choosing a blog as the main tool of PR campaign has both positive and negative points. Social networks intervene in the sphere of human life, become a means of communication, promotion, branding. The effectiveness of social networks has been evidenced by such historically significant events as Brexit, the Arab Spring, and the Revolution of Dignity. Special attention was paid to the 2019 presidential election. Based on the analysis of individual PR campaigns, the reasons for successful and unsuccessful campaigns from the point of view of network communication, which provide unlimited multimedia and interactive tools for PR, are highlighted. In fact, these concepts significantly affect the effectiveness of the implementation of PR-campaign, its final effectiveness, which is determined by the achievement of goals. Attention is drawn to the culture of communication during the PR campaign, as well as the concepts of “trolls”, “trolling”, “bots”, “botoin industry”. The social communication component of these concepts is unconditional. Choosing a blog as the main tool of a marketing campaign has both positive and negative aspects. Only a person with great creative potential can run and create a blog. In addition, it takes a long time. In fact, these two points are losing compared to other internet marketing tools. Further research is interesting in two respects. First, a comparison of the dynamics of the effectiveness of PR-campaign tools in Ukraine in 2020 and in the past, in particular, at the dawn of state independence. Secondly, to investigate how/or the concept of PR-campaigns in social networks and blogs is constantly changing.
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Cunningham, Stuart, Marion McCutcheon, Greg Hearn, Mark Ryan, and Christy Collis. Australian Cultural and Creative Activity: A Population and Hotspot Analysis: Sunshine Coast. Queensland University of Technology, December 2020. http://dx.doi.org/10.5204/rep.eprints.136822.

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The Sunshine Coast (unless otherwise specified, Sunshine Coast refers to the region which includes both Sunshine Coast and Noosa council areas) is a classic regional hotspot. In many respects, the Sunshine Coast has assets that make it the “Goldilocks” of Queensland hotspots: “the agility of the region and our collaborative nature is facilitated by the fact that we're not too big, not too small - 330,000 people” (Paddenburg, 2019); “We are in that perfect little bubble of just right of about everything” (Erbacher 2019). The Sunshine Coast has one of the fastest-growing economies in Australia. Its population is booming and its local governments are working together to establish world-class communications, transport and health infrastructure, while maintaining the integrity of the region’s much-lauded environment and lifestyle. As a result, the Sunshine Coast Council is regarded as a pioneer on smart city initiatives, while Noosa Shire Council has built a reputation for prioritising sustainable development. The region’s creative economy is growing at a faster rate that of the rest of the economy—in terms of job growth, earnings, incomes and business registrations. These gains, however, are not spread uniformly. Creative Services (that is, the advertising and marketing, architecture and design, and software and digital content sectors) are flourishing, while Cultural Production (music and performing arts, publishing and visual arts) is variable, with visual and performing arts growing while film, television and radio and publishing have low or no growth. The spirit of entrepreneurialism amongst many creatives in the Sunshine Coast was similar to what we witnessed in other hotspots: a spirit of not necessarily relying on institutions, seeking out alternative income sources, and leveraging networks. How public agencies can better harness that energy and entrepreneurialism could be a focus for ongoing strategy. There does seem to be a lower level of arts and culture funding going into the Sunshine Coast from governments than its population base and cultural and creative energy might suggest. Federal and state arts funding programs are under-delivering to the Sunshine Coast.
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