Relevant bibliographies by topics / Advertising effectiveness

Contents

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

Academic literature on the topic 'Advertising effectiveness'

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

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Journal articles on the topic "Advertising effectiveness"

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Muminova, Aziza Arslonovna. "CRITERIA FOR ADVERTISING EFFECTIVENESS." American Journal of Philological Sciences 4, no. 6 (2024): 8–11. http://dx.doi.org/10.37547/ajps/volume04issue06-02.

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Based on the nature of their impact, advertising is divided into rational and emotional. Rational advertising appeals to the consciousness of a potential buyer and provides information about the advertised service or product: it provides evidence that convinces him, highlights the main features of the advertised service or product.
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Mehta, Abhilasha. "Advertising Attitudes and Advertising Effectiveness." Journal of Advertising Research 40, no. 3 (2000): 67–72. http://dx.doi.org/10.2501/jar-40-3-67-72.

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Rozendaal, Esther, and Bernd Figner. "Effectiveness of a School-Based Intervention to Empower Children to Cope With Advertising." Journal of Media Psychology 32, no. 3 (2020): 107–18. http://dx.doi.org/10.1027/1864-1105/a000262.

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Abstract. This study tested the effectiveness of a theory-driven, school-based advertising intervention entitled Ad Masters that aimed to stimulate children’s advertising coping behavior in the current media landscape. A cluster randomized controlled trial was completed among 704 children (7–12 years old) in schools. The schools were allocated to either the intervention group ( n = 399) or control group ( n = 305). Both short-term (directly after the intervention) and long-term effects (3 months after the end of the intervention) were measured. Bayesian mixed-effect analyses showed positive sh
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G., Anusha. "EFFECTIVENESS OF ONLINE ADVERTISING." International Journal of Research – Granthaalayah 4, no. 3 (Special Edition) (2017): 14–21. https://doi.org/10.5281/zenodo.848016.

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Advertising has come a long way today. More and more new medium is being explored each day to make a successful advertising campaign. Internet that has in recent times picked up as advertising medium has become the favorite of the advertiser in no time. Online advertisement, also called internet advertising uses the internet to deliver promotional marketing messages to consumers. It includes email marketing, search engine marketing, social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. This study reveals that the effectiveness of
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Gumilevskaya, Sofia, Joseph Devlin, Daniel Richardson, Habiba Diab, Zutao Liu, and Phoebe Casey-Miller. "Addressable TV Advertising Enhances Advertising Effectiveness." Organizations and Markets in Emerging Economies 14, no. 2(28) (2023): 386–411. http://dx.doi.org/10.15388/omee.2023.14.98.

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As TV consumption evolves from traditional linear programming to more on-demand viewing, advertising is also changing, seeking to tailor content to best match the interests of viewers. Addressable advertising is an interactive form of advertising that combines online data personalization with on-demand TV content with the aim of addressing individual viewers and improving advertising outcomes. This study investigated whether audience engagement with advertising (indexed by self-report liking, attention, and memory for an advertisement) was affected by addressability and the screen size on whic
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Robinson, Helen, Anna Wysocka, and Chris Hand. "Internet advertising effectiveness." International Journal of Advertising 26, no. 4 (2007): 527–41. http://dx.doi.org/10.1080/02650487.2007.11073031.

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Rogers, John C., and Terrell G. Williams. "Comparative Advertising Effectiveness." Journal of Advertising Research 29, no. 5 (1989): 22–37. https://doi.org/10.1080/00218499.1989.12467683.

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Anusha. "EFFECTIVENESS OF ONLINE ADVERTISING." International Journal of Research -GRANTHAALAYAH 4, no. 3SE (2016): 14–21. http://dx.doi.org/10.29121/granthaalayah.v4.i3se.2016.2772.

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Advertising has come a long way today. More and more new medium is being explored each day to make a successful advertising campaign. Internet that has in recent times picked up as advertising medium has become the favorite of the advertiser in no time. Online advertisement, also called internet advertising uses the internet to deliver promotional marketing messages to consumers. It includes email marketing, search engine marketing, social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. This study reveals that the effectiveness of
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Sharopova, Nafosat. "CONCEPTUALIZING ADVERTISING RESEARCHES OF MEASURING ADVERTISING EFFECTIVENESS." Economics and Education 24, no. 3 (2023): 257–63. http://dx.doi.org/10.55439/eced/vol24_iss3/a40.

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This paper aims to address this gap by providing a comprehensive conceptualization of advertising research that focuses on measuring advertising effectiveness. Drawing on a thorough review of the literature, this paper provides an overview of the concept of advertising effectiveness and the different approaches to measuring it. The paper then explores the various types of advertising research that have been conducted, including qualitative and quantitative research, as well as traditional and digital research methods. The challenges associated with measuring advertising effectiveness, such as
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Djafarova, Elmira, and Kristina Kramer. "YouTube advertising: Exploring its effectiveness." Marketing Review 19, no. 1 (2019): 127–45. http://dx.doi.org/10.1362/146934719x15633618140855.

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Advertising on YouTube is becoming increasingly popular due to its large potential in engaging existing and new target audiences via highly interactive video advertisements. However, YouTube is criticised for providing mostly lower value user-generated content. This leads to major concerns among marketers regarding how resources can be allocated most efficiently across channels and how effective YouTube is as an advertising channel. The purpose of this study is to evaluate existing literature exploring the effectiveness of YouTube advertising. This research contributes to academic literature b
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Dissertations / Theses on the topic "Advertising effectiveness"

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Modig, Erik. "Understanding advertising creativity : how perceptions of creativity influence advertising effectiveness." Doctoral thesis, Handelshögskolan i Stockholm, Institutionen för Marknadsföring och strategi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hhs:diva-1951.

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Today advertisers face the challenge of securing advertising effectiveness by producing advertisement that gets the consumers’ attention and shape their attitudes and behavior. One suggested way to reach these objectives is creativity. Both advertising industry professionals, awards, effectiveness reports and research support this notion that what makes advertising effective is creative excellence. However, research has shown that advertising professionals seems to have little formalized understanding about how advertising creativity work and how it is defined and measured. Current research ne
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Bergkvist, Lars. "Advertising effectiveness measurement : intermediate constructs and measures." Doctoral thesis, Stockholm : Economic Research Institute, Stockholm School of Economics [Ekonomiska forskningsinstitutet vid Handelshögsk.] (EFI), 2000. http://www.hhs.se/efi/summary/531.htm.

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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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Konsolaki, Kalliopi. "Comparative advertising effectiveness : a cross-cultural study." Thesis, University of Kent, 2015. https://kar.kent.ac.uk/60150/.

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The lucrative world of comparative advertising has been attractive to marketers, who seek economic types of persuasive communication. Nevertheless, research in the actual effectiveness of comparative advertising has been inconclusive, contradicting, and insufficient. The increasing importance of comparative advertising in the current competitive global environment requires immediate findings about how comparative advertising can work effectively. This study is the first study to develop an integrated conceptual model of the factors, which influence comparative advertising effectiveness. Partic
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Liu, Handan, and Jin Ma. "Advertising management influence effctiveness of online advertising : A study of white-collar workers in online advertising context." Thesis, Halmstad University, School of Business and Engineering (SET), 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-4868.

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<p>Online advertising which is a new form of communication provides interactivity between advertisers and consumers.</p><p>This dissertation is focusing on how advertising management influence the effectiveness of online advertising.The theoretical framework of this study mainly contains the advertising management and effectiveness of effects model.These two models are combined together in an analytical model where a connection between the two theories is explained that will be used as a foundation in gathering and analyzing the empirical findings. The quatitative research strategy is appliedd
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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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Sara, Harmala Kaur. "Effects of cultural differences and product types on advertising effectiveness in Costa Rica and the U.S." [Gainesville, Fla.] : University of Florida, 2004. http://purl.fcla.edu/fcla/etd/UFE0005163.

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Fielder, Lynda Jane. "The relationship between high school students' liking of elements in alcohol advertising and advertising effectiveness." Thesis, Curtin University, 2011. http://hdl.handle.net/20.500.11937/1578.

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The increasing level of alcohol consumption among youth and related harms is an issue of international public health concern (Hingson, Heeren, Winter, & Wechsler, 2005; Jernigan & Mosher, 2005; Jernigan, Ostroff, & Ross, 2005; Mosher, 2006; Room, Babor, & Rehm, 2005; World Health Organization, 2004a). Many factors influence youth alcohol consumption, including social, individual, structural and marketing factors (Donovan, 1997). Research shows that alcohol advertising reinforces positive attitudes toward youth drinking and plays a significant role in their decision to drink, as well as level o
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Dröge, Cornelia. "An experimental investigation of the differential effectiveness of comparative versus noncomparative advertising /." Thesis, McGill University, 1986. http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=72841.

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Jonsson, Amanda, and Ekeroth Julia Darnéus. "The Effectiveness of Personalised Advertising : An exploratory study on personalised advertising done on Facebook." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-54413.

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Books on the topic "Advertising effectiveness"

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1907-, Britt Steuart Henderson, ed. Measuring advertising effectiveness. Garland, 1985.

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D, Wells William, ed. Measuring advertising effectiveness. L. Erlbaum Associates, 1997.

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Briggs, Amanda. Advertising effectiveness: How does advertising work? Horton Publishing Ltd., 1989.

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Institute of Practioners in Advertising., ed. IPA advertising effectiveness awards. Marketing, 1994.

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Nicholas, Melissa. Effectiveness of advertising on the Internet. LCP, 1999.

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J, Holbein Thomas, and International Newspaper Marketing Association, eds. Evaluating the effectiveness of newspaper promotion. International Newspaper Marketing Association, 1987.

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Institute of Practitioners in Advertising., ed. Advertising works: 20 advertising case history presentations from the 1994 IPA advertising effectiveness awards. Institute of Practitioners in Advertising, 1995.

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Kaatz, Ronald B. Advertising & marketingchecklists: 77 proven checklists to save time & boost advertising effectiveness. NTC Business Books, 1989.

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Chung, Chanjin. Determinants of temporal variations in advertising effectiveness. Dept. of Agricultural, Resource, and Managerial Economics, College of Agriculture and Life Sciences, Cornell University, 1998.

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Kaatz, Ronald B. Advertising & marketing checklists: 77 proven checklists to save time & boost advertising effectiveness. NTC Business Books, 1989.

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Book chapters on the topic "Advertising effectiveness"

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Ha, Louisa. "Advertising Effects and Advertising Effectiveness." In Media Effects. Routledge, 2019. http://dx.doi.org/10.4324/9780429491146-18.

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Wilson, Aubrey. "Assessing Advertising Effectiveness." In The Assessment of Industrial Markets. Routledge, 2024. http://dx.doi.org/10.4324/9781003534839-12.

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Klapdor, Sebastian. "Overview on Online Advertising." In Effectiveness of Online Marketing Campaigns. Springer Fachmedien Wiesbaden, 2013. http://dx.doi.org/10.1007/978-3-658-01732-3_2.

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Mogaji, Emmanuel. "Evaluating the effectiveness of the advertisement." In Introduction to Advertising. Routledge, 2021. http://dx.doi.org/10.4324/9781003008729-14.

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Danaher, Peter J. "Advertising Effectiveness and Media Exposure." In International Series in Operations Research & Management Science. Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-56941-3_15.

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Calder, Bobby J., and Edward C. Malthouse. "Media Engagement and Advertising Effectiveness." In Kellogg on Advertising & Media. John Wiley & Sons, Inc., 2015. http://dx.doi.org/10.1002/9781119198154.ch1.

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Rizomyliotis, Ioannis, Kleopatra Konstantoulaki, and Ioannis Kostopoulos. "Achieving Advertising Effectiveness Through Innovation." In Business-to-Business Marketing Communications. Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-58783-7_5.

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Klapdor, Sebastian. "Study I: Effectiveness of Multichannel Online Advertising." In Effectiveness of Online Marketing Campaigns. Springer Fachmedien Wiesbaden, 2013. http://dx.doi.org/10.1007/978-3-658-01732-3_4.

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Klapdor, Sebastian. "Study II: Effectiveness of Search Engine Advertising." In Effectiveness of Online Marketing Campaigns. Springer Fachmedien Wiesbaden, 2013. http://dx.doi.org/10.1007/978-3-658-01732-3_5.

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Mishra, Anubhav, and Tata Sai Vijay. "Measuring the effectiveness of marketing campaign." In Integrated Advertising, Promotion, and Marketing. Routledge India, 2023. http://dx.doi.org/10.4324/9781003458593-15.

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Conference papers on the topic "Advertising effectiveness"

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Rampal, Sourav, M. K. Ranganathaswamy, Jayashree Tamkhade, V. J. Vijayalakshmi, Pradeep Marwaha, and S. Hariharasudhan. "Investigating the Effectiveness of Dynamic Content in Mobile Advertising." In 2024 15th International Conference on Computing Communication and Networking Technologies (ICCCNT). IEEE, 2024. http://dx.doi.org/10.1109/icccnt61001.2024.10725779.

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Kukartsev, Vladislav, and Ksenia Degtyareva. "System modeling and analysis of advertising campaigns to increase their effectiveness." In 2025 24th International Symposium INFOTEH-JAHORINA (INFOTEH). IEEE, 2025. https://doi.org/10.1109/infoteh64129.2025.10959212.

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Ding, Zhong, and Xing Feng Fan. "Discussion on Advertising Communication Effectiveness Detection Method based on Deep Learning Model." In 2024 International Conference on Interactive Intelligent Systems and Techniques (IIST). IEEE, 2024. http://dx.doi.org/10.1109/iist62526.2024.00078.

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Ballester Riera, Victor, Silvia Sanz-Blas, Daniela Buzova, and Paula Fierro. "IMPLEMENTATION IN THE CLASSROOM OF NEW METHODS FOR MEASURING ADVERTISING EFFECTIVENESS: PERCEPTIONS, ATTITUDES, AND BEHAVIORS OF UNIVERSITY STUDENTS." In 19th International Technology, Education and Development Conference. IATED, 2025. https://doi.org/10.21125/inted.2025.0719.

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Davidavičienė, Vida. "Effectiveness Factors of Online Advertising." In The 7th International Scientific Conference "Business and Management 2012". Vilnius Gediminas Technical University Publishing House Technika, 2012. http://dx.doi.org/10.3846/bm.2012.106.

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Lukas, Moritz, Vito Mollica, Markus Nöth, and Stefan Trück. "Overpricing, Market Outcomes, Advertising Effectiveness." In 25th Annual European Real Estate Society Conference. European Real Estate Society, 2016. http://dx.doi.org/10.15396/eres2016_210.

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Barajas, Joel, Ram Akella, Marius Holtan, Jaimie Kwon, and Brad Null. "Measuring the effectiveness of display advertising." In the 20th international conference companion. ACM Press, 2011. http://dx.doi.org/10.1145/1963192.1963197.

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Giotis, Panagiotis, and George Lekakos. "Effectiveness of interactive advertising presentation models." In the seventh european conference. ACM Press, 2009. http://dx.doi.org/10.1145/1542084.1542115.

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Wang, Hong, Wenbao Jiang, and Qiuyun Wang. "Factors research on SMS advertising effectiveness." In International Conference of Information Science and Management Engineering. WIT Press, 2014. http://dx.doi.org/10.2495/isme20140681.

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Dimitris Drossos. "Mobile Advertising Effectiveness: an Exploratory Study." In 2006 International Conference on Mobile Business. IEEE, 2006. http://dx.doi.org/10.1109/icmb.2006.30.

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Reports on the topic "Advertising effectiveness"

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Charnes, A. Measuring the Impact of Advertising on Army Recruiting: Data Envelopment Analysis and Advertising Effectiveness. Defense Technical Information Center, 1990. http://dx.doi.org/10.21236/ada236779.

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Sánchez-Blanco, Cristina. The contribution of Spanish account planners to advertising effectiveness. Revista Latina de Comunicación Social, 2010. http://dx.doi.org/10.4185/rlcs-65-2010-900-278-290-en.

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Lerro, Pat, Janice H. Laurence, and Peter F. Ramsberger. Military Advertising Awareness and Effectiveness: Findings from the 1990 Youth Attitude Tracking Study. Defense Technical Information Center, 1992. http://dx.doi.org/10.21236/ada265479.

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Lerro, Pat, Jeffrey D. Barnes, and Brian K. Waters. Military Advertising Awareness and Effectiveness: Findings from the 1991 Youth Attitude Tracking Study. Defense Technical Information Center, 1993. http://dx.doi.org/10.21236/ada274260.

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

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In response to the current issues of catching customer attention amidst information overload, guerrilla marketing has evolved as a disruptive technique that prioritizes creativity and uniqueness over standard advertising tactics. This research looks at the efficacy of guerrilla marketing using a case study of Swedbank's "Life Under the Oak" campaign in Lithuania. The study intends to assess the campaign's effects on Swedbank awareness, engagement, and cost-effectiveness in comparison to traditional advertising strategies. Data was acquired directly from Lithuanian consumers using a cross-secti
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Kazhenava, Zlata, Eva Navickaitė, and Mehmet Recai Uygur. estivals as Arenas of Political and Cultural Influence: Integrating Brand Engagement with National Identity and Consumer Experience. Vilnius Business College, 2024. https://doi.org/10.57005/ab.2024.4.6.

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This article discusses the use of festivals more specifically as marketing tools for a brand or company and how such cultural and political events can influence the perception and behaviour of the consumers. The study looks at marketing of festivals in Lithuania and seeks to measure the effectiveness of this type of marketing by assessing the consumption and purchase behaviour as well as the attention to the brand by local and foreign festival participants. Important questions were how such brands have strategically exploited the cultural importance of these festivals in wonderfully connecting
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Hotsur, Oksana. SOCIAL NETWORKS AND BLOGS AS TOOLS PR-CAMPAIGN IMPLEMENTATIONS. Ivan Franko National University of Lviv, 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 o
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Iatsyshyn, Anna V., Iryna H. Hubeladze, Valeriia O. Kovach, et al. Applying digital technologies for work management of young scientists' councils. [б. в.], 2021. http://dx.doi.org/10.31812/123456789/4434.

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The publication explores the features of the digital technologies’ usage to organize the work of the Young Scientists’ Councils and describes the best practices. The digital transformation of society and the quarantine restrictions caused by the COVID-19 pandemic have forced the use of various digital technologies for scientific communication, the organization of work for youth associations, and the training of students and Ph.D. students. An important role in increasing the prestige of scientific activity and encouraging talented young people to participate in scientific projects belongs to t
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Neurobiological Clues to Advertising Effectiveness. IEDP Ideas for Leaders, 2015. http://dx.doi.org/10.13007/517.

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