Relevant bibliographies by topics / Advertising and marketing / Dissertations / Theses
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Dissertations / Theses on the topic 'Advertising and marketing'

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

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1

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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2

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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3

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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4

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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5

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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8

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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9

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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11

Satokangas, S. (Saara). "Effectiveness of mobile in-game banner advertising." Master's thesis, University of Oulu, 2013. http://urn.fi/URN:NBN:fi:oulu-201302281063.

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The aim of this research is to find out the effectiveness of banner advertising in mobile games. The matter has been approached by examining the attitudes consumers have towards mobile in-game banner advertising (IGBA) and the intention they have to click on these advertisements. The existing literature considering banner advertising, mobile advertising and in-game advertising is gone through rather extensively and based on it, a theoretical framework was formed and later on tested with empirical data. The empirical part of this study is conducted by using primarily quantitative methods but al
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12

OLIVEIRA, ANA CRISTINA BERNARDO DE. "BAYESIAN MODEL TO ESTIMATE ADVERTISING RECALL IN MARKETING." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 1997. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=7528@1.

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CONSELHO NACIONAL DE DESENVOLVIMENTO CIENTÍFICO E TECNOLÓGICO<br>A importância de sistemas que monitorem continuamente as resposta dos consumidores à propaganda é notadamente reconhecida pela comunidade de pesquisa de mercado. A coleta sistemática deste tipo de informação é importante porque através desta, pode-se revisar campanhas anteriores, corrigir tendências detectadas em pré-testes e melhor orientar as tomadas de decisão nos setores de propaganda. O presente trabalho contém um modelo para tentar medir esta resposta baseada em Modelos Lineares Dinâmicos Generalizados.<br>Analysis
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13

Souza, Ana Clara, and Rexhinaldo Durro. "Digital marketing: Online advertising tricks and consumer irritation." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-31317.

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The social media usage in this decade has seen a vast expansion, expansion that has been observed in the amount of time users spend on social media. This has provided ground for advertising within the media. Exploiting those opportunities, a number of advertisement tricks have been contrived and exercised with the intention of drawing the users’ attention and turning them into potential customers, although the effectiveness of these advertising has shown mixed results. Moreover there is an insufficient amount of scientific research within social media advertising, as well as the forms and effe
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Arvidsson, Adam. "Marketing modernity : Italian advertising from fascism to postmodernity /." London : Routledge, 2003. http://catalogue.bnf.fr/ark:/12148/cb401228431.

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15

Cimendag, Ismail, and Erkan Yalcin. "Global marketing advertising with cultural differences : How can global companies better address cultural differences in marketing advertising in the Middle East?" Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-18459.

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The authors realized the importance of being flexible in cultural values in the current environment of today’s economy. This environment is called ‘globalization’ that has become an interesting topic in the academic world. Beyond the different challenges, the most important challenge regarding to the thesis topic is the cultural challenge. The authors have combined these elements and  wanted to investigate how these factors influence marketing advertising in the Middle East. Hence, the purpose of this thesis is to reach an understanding about how cultural differences in global marketing advert
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16

Dolson, Shona. "Women's Perceptions Toward Mobile Advertising." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/5458.

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The use of technology is changing at a very rapid pace, and companies must strategically design advertising messages for the ever-changing devices and platforms. The general business problem was that business owners have not been able to maximize the profitability of mobile advertising messages directed at women. The specific business problem was that business leaders need strategies to enhance mobile advertising returns by targeting messages that incorporate women's perceptions of mobile advertising. The purpose of this case study was to explore how business leaders can enhance mobile adverti
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17

Zitnik, Mary E. "A Game Theoretic Approach to Advertising Strategy." University of Akron / OhioLINK, 2010. http://rave.ohiolink.edu/etdc/view?acc_num=akron1290037257.

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18

Rosengren, Sara. "Facing clutter : on message competition in marketing communications." Doctoral thesis, Stockholm : Economic Research Institute, Stockholm School of Economics (EFI), 2008. http://www2.hhs.se/efi/summary/769.htm.

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19

Cairns, Jill Kyla. "Sociocultural persuasion in advertising: Considerations for translators." Thesis, University of Ottawa (Canada), 1998. http://hdl.handle.net/10393/4170.

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This thesis discusses how sociocultural meaning is layered into the rhetorical structure of advertising and illustrates how an ad's meaning achieves its goal of persuading consumers to buy a specific product. Its aim is to deepen translators' understanding of the advertising genre and elaborate a theoretical base that can help them make decisions about composing the translation specifically for the target culture. The key elements of translating advertising, namely the importance of its persuasive function, its cultural groundwork, and its communicative unity, are determined through a survey o
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O'Cass, Aron. "Political marketing : the application of marketing to politics." Thesis, Queensland University of Technology, 1994. https://eprints.qut.edu.au/36328/1/36328_O%27Cass_1994.pdf.

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The application of marke ting to the political process has been advanced in a number of writings . A marketing perspective in e xamining the political process and electoral behaviour offers n ew insights into electoral behaviour and understanding the c ampaign p r ocesses of polit i cal parties . Research on the actual marketing orientation of political parti es is not signif i cant at this stage and as such this r e search addr esses the market i ng orientation and structur al and process charact eristics of political marketing with the research problem being: To determine what exten
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21

Bakan, Munevver Asli. "Marketing Demographics, Advertising Semiotics: The Case Of Aksam Newspaper." Master's thesis, METU, 2003. http://etd.lib.metu.edu.tr/upload/1177179/index.pdf.

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The main aim of this thesis is to discuss conflicting opinions about the existence, targets and the system of advertising and to examine its effects on purchasing behaviors. Another important aim of the study is to demonstrate that advertising is an important but not the sole factor which increases the sales of a product. The study focuses on the relationship between the capitalist industry and consumers&amp<br>#8217<br>purchasing decisions. It discusses the effects of marketing strategies on consumer behaviors and purchasing preferences. The interaction between the symbolic representations of
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Kolesnyk, B. "Native advertising as a coming type of Internet marketing." Thesis, Київський національний університет технологій та дизайну, 2018. https://er.knutd.edu.ua/handle/123456789/10697.

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Lazauskas, Darius, Sophia Vilhelmsson, and Huynh Tran. "Marketing Overload? : Investigating the effect of antecedents of marketing avoidance on social media advertising effectiveness." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-65173.

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Recent developments in internet technology have ushered in unprecedented change when it comes to communication. This change has also given rise to social media, which has significantly changed the way modern communication occurs (Rosengren, 2000; Evans &amp; McKee, 2010; Tuten &amp; Solomon, 2015). While social media has gained enormous reach in recent years, with millions of new users joining social platforms every year, it has changed company-consumer relations as well (Akar &amp; Topcu, 2011; Fan &amp; Niu, 2013; Tuten &amp; Solomon, 2015). Marketers are continuously turning towards social
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Micu, Anca Cristina. "Testing for a synergistic effect between online publicity and advertising in an integrated marketing communications context." Diss., Columbia, Mo. : University of Missouri-Columbia, 2005. http://hdl.handle.net/10355/4168.

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Thesis (Ph.D.)--University of Missouri-Columbia, 2005.<br>The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file viewed on (January 25, 2007) Vita. Includes bibliographical references.
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Ahmad, Hilal, and Sepehr Mokarram. "Programmatic Advertising’s Effect on Consumer : Artificial Intelligence Technologies in Advertising and Marketing on Consumers Decision Making." Thesis, Jönköping University, Internationella Handelshögskolan, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-53864.

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Background:  With the ever-growing advancement of technology and the implementation of new groundbreaking technology in our day-to-day lives, a path of curiosity was opened that attracted attention. Just how much does the use of artificial intelligence (AI) affect consumer behavior and how much do consumers trust AI.    Purpose:  The purpose of this thesis is to explore the effects of the implementation of AI and machine learning in marketing on consumer behavior and measure the level of trust consumers have towards this advancement of technology.    Method: This research study is conducted th
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Love, Anita Brody. "Product Placement in Television: An Examination of the Impact on Brand Personality." Thesis, Griffith University, 2011. http://hdl.handle.net/10072/367013.

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21st century consumers are faced with the ubiquitous presence of marketing communications for innumerable products and brands across an expanding network of media platforms. This, coupled with the increasing homogeneity of product offerings in today’s marketplace, has lead marketers to differentiate their brands through brand image and personality characteristics, with the aim of developing emotional connections between consumers and their brands, and personalising the consumption experience. Meanwhile broadcast television advertising faces a revolution: where once an ad could be placed in a p
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Toler, Richard L. Jr. "Structural Equation Modeling of Advertising Involvement, Consumer Attitude, and Engagement for Video Advertising in a Social Networking Site." Thesis, Northcentral University, 2017. http://pqdtopen.proquest.com/#viewpdf?dispub=10598949.

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<p> A majority of marketers plan to increase their investment in online marketing messaging to reach an expanding population of potential consumers using online social networking platforms. The problem addressed in this study was a marketer&rsquo;s inability to determine the most effective video advertising in a social networking site to increase consumer attitude and engagement. A non experimental quantitative survey study was used to gather data to test a unique hypothesized structural equation model based on the theory of advertising involvement and the affect transfer theory. The purpose w
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Hussain, Rahim. "The Impact of Banner Advertisemnet Frequency on Consumers' Attitudinal, Behavioural, and Cognitive Responses Moderated by Banner Advertisement Type and Appeal." Thesis, Griffith University, 2007. http://hdl.handle.net/10072/367008.

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In offline media, one of the most important determinants of advertising effectiveness is advertising frequency. However, it is not known whether this determinant applies to Web advertising and particularly to banner advertisements, the dominant form of Web advertising until recently. However, in addition to advertising frequency, advertising appeal (emotional or rational) (Dahlen & Bergendahl, 2001) and advertising type (static and pop-up) have been found to influence consumers’ responses. Thus, the problem driving this research is: What is the impact of banner advertising frequency on consume
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Finn, Jennifer. "Marketing to women a content analysis of Good Housekeeping magazine advertisements from 1955 to 2005 /." Laramie, Wyo. : University of Wyoming, 2008. http://proquest.umi.com/pqdweb?did=1798481041&sid=1&Fmt=2&clientId=18949&RQT=309&VName=PQD.

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Arkhipov, Dmitri I. "Computational Models for Scheduling in Online Advertising." Thesis, University of California, Irvine, 2016. http://pqdtopen.proquest.com/#viewpdf?dispub=10168557.

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<p> Programmatic advertising is an actively developing industry and research area. Some of the research in this area concerns the development of optimal or approximately optimal contracts and policies between publishers, advertisers and intermediaries such as ad networks and ad exchanges. Both the development of contracts and the construction of policies governing their implementation are difficult challenges, and different models take different features of the problem into account. In programmatic advertising decisions are made in real time, and time is a scarce resource particularly for publ
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Earle, Daniel Holland. "Does nontraditional advertising increase attitude and recall?" Click here for download, 2009. http://proquest.umi.com/pqdweb?did=1859354511&sid=1&Fmt=2&clientId=3260&RQT=309&VName=PQD.

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Love-Tulloch, Joanna K. "Marketing American identity : the role of American classical music in television advertising /." abstract and full text PDF (free order & download UNR users only), 2006. http://0-gateway.proquest.com.innopac.library.unr.edu/openurl?url_ver=Z39.88-2004&rft_val_fmt=info:ofi/fmt:kev:mtx:dissertation&res_dat=xri:pqdiss&rft_dat=xri:pqdiss:1440922.

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Thesis (M.A.)--University of Nevada, Reno, 2006.<br>"December, 2006." Includes bibliographical references (leaves [92]-[94]). Online version available on the World Wide Web. Library also has microfilm. Ann Arbor, Mich. : ProQuest Information and Learning Company, [2006]. 1 microfilm reel ; 35 mm.
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Chang, Yuhmiin. "The effects and the information-processing model of the TV-web synergy /." free to MU campus, to others for purchase, 2001. http://wwwlib.umi.com/cr/mo/fullcit?p3012958.

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34

Hanpongpandh, Peeraya. "A comparison of perceptions of public relations, marketing, and advertising educators toward integrated marketing communications." Virtual Press, 1994. http://liblink.bsu.edu/uhtbin/catkey/917012.

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This thesis sought to answer the research question: How do the top educators in the area of public relations, marketing, and advertising perceive the concept of integrated marketing communications as compared to one another?The mail survey applying Q methodology was sent to 15 top educators in each of the three fields in the United States for a total sample of 45 educators. A total of twenty-five responses were returned representing 55.5 percent of the sample. When the respondents were analyzed by discipline, there were eight responses from the pubic relations educators, nine from the marketin
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Wilson, Phillipa R. "Delivering personalised advertising in IMS-based IPTV through direct marketing." Master's thesis, University of Cape Town, 2010. http://hdl.handle.net/11427/12157.

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Includes abstract.<br>Includes bibliographical references (leaves 89-93).<br>Multimedia applications and communication services are offered to users free of charge over the open Internet. However, since the Internet is a best effort network, these services are not associated with any Quality of Service (QoS) and Quality of Experience (QoE) guarantees. Furthermore, security cannot be guaranteed when using these services over the open Internet.
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Chocholová, Petra. "Trends in Mobile Marketing." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-75524.

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The principal aim of this thesis is to assess the state of the mobile marketing as of the first quarter of 2011 and to discuss various scenarios of the future development. This thesis defines the terms "mobile marketing" and "mobile advertising" and identifies the main players in the industry. It explores the main categories of mobile advertising such as mobile messaging, in-content and mobile internet advertising. Later, it analyzes the latest trends in the industry and describes in detail the advancements in QR tagging, location based advertising and augmented reality.
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Premo-Hurt, Joran. "Marketing and Microbusiness." ScholarWorks, 2016. https://scholarworks.waldenu.edu/dissertations/2227.

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Marketing plays an influential role in small business survival. The purpose of this multiple case study was to explore the mechanisms used by microbusiness retail store owners for collecting, monitoring, and transforming market data into operational marketing activities. Marketing orientation (MO) provided the conceptual framework for this study. Guided by an abridged interview protocol, 4 retail microbusiness owners from Delaware participated in audio-recorded, semistructured interviews. Saturation of data occurred after 3 interviews, confirmed when the 4th interview produced no new informati
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Tam, Kam Chuen. "Adolescent cigarette smoking and social marketing." HKBU Institutional Repository, 1996. http://repository.hkbu.edu.hk/etd_ra/57.

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Koskinen, S. (Siiri). "Targeted social media advertising and consumer decision making in online buying behavior." Master's thesis, University of Oulu, 2017. http://urn.fi/URN:NBN:fi:oulu-201706062561.

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The aim of this research is to understand how targeted social media advertising influences online buying behavior. More accurately, this research focuses on the five-stage consumer buying decision process model and how targeted social media advertisements affect each stage of the model. This research approaches the subject through phenomenography, where the objective is to concentrate on the attitudes and opinions of individuals and gain a deeper understanding by observing the phenomenon closely. Research theory examines prior research of social media marketing, targeted social media advertisi
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Isaksson, Johanna, Adam Larsson, and Tomas Wahlström. "Advertising in China : The affects of culture." Thesis, Jönköping University, Jönköping International Business School, 2006. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-366.

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Lam, Wai-man. "Online advertising : why or why not ?" HKBU Institutional Repository, 2005. http://repository.hkbu.edu.hk/etd_ra/683.

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Henderson, Vince. "Direct response advertising - direct marketing : evolution, not revolution : an analysis of the theory and practice of direct response advertising within the context of the historical development of mass media advertising." Thesis, Queensland University of Technology, 1989. https://eprints.qut.edu.au/35993/1/35993_Henderson_1989.pdf.

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The major aim of this dissertation is to attempt to determine whether Direct Response Advertising (DRA) is a distinct discipline of communication practice within the advertising industry rather than a natural evolution of general advertising practice which has developed gradually, particularly over the last three hundred years. A secondary aim is to relate historical international experience in DRA to the current status of DRA in Australia and from there to speculate on possible future developments in the industry. The dissertation initially examines aspects of DRA which include its d
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Kozlen, Kevin. "The value of banner advertising on the web." Diss., Columbia, Mo. : University of Missouri-Columbia, 2006. http://hdl.handle.net/10355/4557.

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Thesis (M.A.) University of Missouri-Columbia, 2006.<br>The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on August 24. 2007) Includes bibliographical references.
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Korabarova, Michaela. "Internetový marketing v cestovním ruchu." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-74049.

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Internet marketing, not only in tourism but also in other fields/spheres plays significant role in comprehensive marketing strategy and is actually an integral element of a company. Currently, just internet emphasis becomes one of the major topics of corporate communication. If a company wants to compete the others, the comprehensively elaborate procedures are must, which really is obvious on internet. What can really be helpful in this regard is to set up internet marketing tools properly. With no doubt, internet today is very important in tourism, therefore, in my diploma thesis I do deal wi
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Bohomolenko, A. V. "Artificial intelligence in the world of marketing." Thesis, Київський національний університет технологій та дизайну, 2018. https://er.knutd.edu.ua/handle/123456789/11397.

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Aslay, Çiğdem. "From viral marketing to social advertising: ad allocation under social influence." Doctoral thesis, Universitat Pompeu Fabra, 2016. http://hdl.handle.net/10803/401679.

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This thesis constitutes one of the first investigations that lie at the intersection of social influence propagation, viral marketing, and social advertising. The objective of this thesis is to take the algorithmic aspects of viral marketing out of the lab, and further enhance these aspects to account for the real world social advertisement models, by drawing on the viral marketing literature to study social influence aware ad allocation for social advertising. To this end, we take a first step towards enabling social influence online analytics in support of viral marketing decision making, an
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47

Dahlén, Micael. "Marketing on the Web : empirical studies of advertising and promotion effectiveness." Doctoral thesis, Handelshögskolan i Stockholm, Centrum för Konsumentmarknadsföring (CCM), 2001. http://urn.kb.se/resolve?urn=urn:nbn:se:hhs:diva-607.

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The Web presents enormous opportunities for marketing. The growth and reach of the Internet is unparalleled. There are virtually no limits to the things that can be done but your own imagination. Practitioners and academics alike have raised this new medium to the skies. Yet, the results of Internet marketing efforts have not always lived up to the expectations. This books presents some new insights into the prerequisites for Web marketing effectiveness. Web advertising in theory and practice has mainly focused on the transportation of Internet users to target Web sites. The predominant form o
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48

Dahlén, Micael. "Marketing on the Web : empirical studies of advertising and promotion effectiveness /." Stockholm : Economic Research Institute, Stockholm School of Economics (Ekonomiska forskningsinstitutet vid Handelshögsk.) (EFI), 2001. http://www.hhs.se/efi/summary/565.htm.

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Nakagawa, Takeshi M. B. A. Massachusetts Institute of Technology. "The feasibility study of applied neuroscience for advertising and marketing research." Thesis, Massachusetts Institute of Technology, 2011. http://hdl.handle.net/1721.1/65785.

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Thesis (M.B.A.)--Massachusetts Institute of Technology, Sloan School of Management, 2011.<br>Cataloged from PDF version of thesis.<br>Includes bibliographical references (p. 130-132).<br>Recently, various kinds of biosensors have been developed, which can be used by advertising researchers for their research to understand consumer behavior and responses. At the same time, most advertisers have become more sensitive to marketing ROI, so they need to know real audience response to their advertising. I compare several different biosensors, including Pupillometer, Eye tracking system, EEG, and Mul
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Van, Huyssteen Lucea. "Fear-based advertising appeals : assessing execution styles of social marketing campaigns." Thesis, Stellenbosch : University of Stellenbosch, 2010. http://hdl.handle.net/10019.1/5445.

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Thesis (MComm (Economics)--University of Stellenbosch, 2010.<br>ENGLISH ABSTRACT: South Africa faces an epidemic, namely, HIV/Aids, which has grown substantially over the last ten years. It can be regarded as the country with the most alarming statistical figures concerning HIV infection rates. Even though South Africa is a country under scrutiny, given the high prevalence of HIV/Aids, this epidemic also constitutes as a global problem, given that an approximate number of 7400 individuals are infected with HIV every day. The number of Aids related deaths has risen from 100 000 in 1999 to
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