Relevant bibliographies by topics / Comparison in advertising

Contents

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

Academic literature on the topic 'Comparison in advertising'

Author: Grafiati
Published: 4 June 2021
Last updated: 6 February 2022

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Journal articles on the topic "Comparison in advertising"

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Gilly, Mary C. "Sex Roles in Advertising: A Comparison of Television Advertisements in Australia, Mexico, and the United States." Journal of Marketing 52, no. 2 (April 1988): 75–85. http://dx.doi.org/10.1177/002224298805200206.

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In the past, research has found that the portrayal of sex roles in advertising has not reflected equality or reality. Further, studies typically have examined only U.S. advertising, leaving open the question of cultural influence on advertising's sex role portrayals. The author offers a new analysis of sex roles in advertising and compares content analysis findings for U.S., Australian, and Mexican television advertisements. Results reveal differences in the portrayal of the sexes in U.S. advertisements. Australian advertisements show somewhat fewer sex role differences and Mexican advertisements show slightly more sex role differences than U.S. advertisements. Stereotypes are found in the advertising of all three countries, but are manifested in different ways.
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Lastovka, Elena Yu. "VISUAL COMPARISON IN ENGLISH-LANGUAGE POLITICAL ADVERTISING." PHILOLOGICAL STUDIES 18, no. 2 (2020): 168–77. http://dx.doi.org/10.17072/1857-6060-2020-18-2-168-177.

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The article carries a review of research works on visual stylistic means in advertising. Researchers see them as the means of manipulation that evoke specific associations and assessments in recipients. The main aim of the article is to prove the validity of identification of visual comparison as visual stylistic means. Visual comparisonin political advertising is regarded as an ideological means of influence on a global recipient. Visual comparison is in the nature of correlation or opposition and is effectively used in political advertising compared to other visual stylistic means.The correlation includes two images that are used to draw the attention of the addressee to certain socio-political problems, to form a positive image of the candidate and his program. The mean of opposition is based on a comparison of two antagonistic images, which forces the recipient to make a choice in favor of one of them. The obtained results can be used for further development of the theory of visual textual stylistics and for the creation of texts of politicalInternet advertising.
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Kalro, Arti D., Bharadhwaj Sivakumaran, and Rahul R. Marathe. "The ad format-strategy effect on comparative advertising effectiveness." European Journal of Marketing 51, no. 1 (February 13, 2017): 99–122. http://dx.doi.org/10.1108/ejm-11-2015-0764.

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Purpose Extant research on comparative advertising has focused only on “market leader” comparisons (a brand targeting the market leader), whereas in the marketplace, “multi-brand” comparisons are more prevalent (Kalro et al., 2010). Moreover, most research focuses on direct comparisons only. Hence, this research aims to investigate the interplay between comparison ad strategy (“market leader”/“multi-brand” comparisons) and comparison ad format (direct/indirect comparisons) on the effectiveness of comparative advertising. Design/methodology/approach This paper uses four 2 × 2 fully crossed factorial designs (comparison ad format: direct vs indirect and comparison ad strategy: market leader vs multi brand) with established and new brands in two categories: powdered detergents and smart phones. All studies were conducted in metropolitan cities of India. Findings By and large, the experiments indicated that direct (indirect) comparisons lowered (heightened) perceived manipulative intent and enhanced (reduced) attitude-toward-the-ad for multi-brand (market leader) comparisons. Practical implications Findings suggest that when advertisers use comparative advertising, they may use direct ads when using multi-brand comparisons and use indirect ones when using market leader comparisons. It could also be argued that when advertisers use multi-brand comparisons because of fragmentation in the marketplace, they may directly compare against these multiple brands. When advertisers need to compare against a market leader, they may do so indirectly. Originality/value This research is among the first to investigate multi-brand comparisons that are widely used in the industry and that too in the context of both direct and indirect comparison formats.
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RICHINS, MARSHA L. "Social Comparison, Advertising, and Consumer Discontent." American Behavioral Scientist 38, no. 4 (February 1995): 593–607. http://dx.doi.org/10.1177/0002764295038004009.

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Cutler, Bob D., and Rajshekhar G. Javalgi. "Comparison of business-to-business advertising." Industrial Marketing Management 23, no. 2 (April 1994): 117–24. http://dx.doi.org/10.1016/0019-8501(94)90012-4.

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Olbrich, Rainer, and Carsten D. Schultz. "Multichannel advertising: does print advertising affect search engine advertising?" European Journal of Marketing 48, no. 9/10 (September 2, 2014): 1731–56. http://dx.doi.org/10.1108/ejm-10-2012-0569.

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Purpose – The study contributes to our understanding of search engine advertising in two main ways. Firstly, we analyze the comparative effectiveness of its campaign parameters. Secondly, we examine the effect of print advertising on search engine advertising Design/methodology/approach – Based on advertising data for a three-year period, we test the hypotheses by means of a path model with the aid of partial least squares. Findings – The advertising budget and the degree of keyword matching yield the greatest effect on the number of signed contracts. The click-through rate and the bid amount contribute, to a lesser extent, to explaining this financial target variance. The number of keywords had no significant effect. The study did not yield significant evidence of print advertising, directly affecting the number of search engine advertisement impressions, but showed an indirect effect of print advertising on the number of conversions, induced directly by search engine advertising. Research limitations/implications – The multichannel relationship of print and search engine advertising, including its campaign parameters, provides a starting point for future research to provide a coherent methodology for capturing the necessary data, processing the underlying information and evaluating the advertising effects. Practical implications – The multichannel effect needs to be quantified and taken into account when evaluating print advertising and search advertising campaigns and the future advertising mix is planned. Originality/value – The study extends the field of search engine advertising in the direction of multichannel effects. In comparison to previous research, empirical evidence on the multichannel usage of print advertising and search engine advertising, related to an overall economic target, is provided.
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Yoon, Kak. "Comparison of Beliefs about Advertising, Attitude toward Advertising, and Materialism Held by African Americans and Caucasians." Psychological Reports 77, no. 2 (October 1995): 455–66. http://dx.doi.org/10.2466/pr0.1995.77.2.455.

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This research investigated the relationship between advertising and materialism across African-American and Caucasian groups (87 students and 79 community adults) as well as general attitude toward advertising and beliefs about advertising. The association between attitude toward advertising and materialism was positive. The African-American respondents held more materialistic values than their Caucasian peers; they exhibited a more favorable general attitude toward advertising and held more favorable beliefs about advertising. These findings are consistent with the criticism that advertising is at least connected with materialistic values in our society.
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Prokhorova, Svetlana N. "Advertising insert as a special genre of advertising text." Socialʹnye i gumanitarnye znania 6, no. 4 (December 8, 2020): 388. http://dx.doi.org/10.18255/2412-6519-2020-4-388-397.

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The article deals with the translation of feminine film titles on the example of English filmonyms of the last decade. The article is aimed at the study of the filmonyms’ translation in the Russian film discourse, which leaves its specific imprint on the translator’s decisions. The paper treats the translation of feminine-marked filmonyms as a topical problem of the linguistics of gender and the theory of translation - the study of the means of translation of feature film titles from English to Russian from the point if view of gender-marked translators’ slant. The application of the method of typological synchronous comparison allows to compare translation from the point of view of the feminine-masculine balance and the presence of feminine markers. The comparison is based on the thesis of adaptation and deformation of the source English film title. If the adaptation focuses on the convergence of the translation to the source culture and its specifics and is oriented on the mutrual cultural dialogue, then the deformation, on the contrary, prioritises the peculiarities of the accepting culture. The author of the article proves the thesis that in many cases the translation is not tolerant, the point of view of the translator affects the translation and therefore women are presented as nervous, obese, mentally different and emotionally unstable.
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Schuster, Camille P., and Christine Pacelli Powell. "Comparison of Cigarette and Alcohol Advertising Controversies." Journal of Advertising 16, no. 2 (June 1987): 26–33. http://dx.doi.org/10.1080/00913367.1987.10673074.

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Brettel, Malte, and Andrea Spilker‐Attig. "Online advertising effectiveness: a cross‐cultural comparison." Journal of Research in Interactive Marketing 4, no. 3 (August 20, 2010): 176–96. http://dx.doi.org/10.1108/17505931011070569.

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Dissertations / Theses on the topic "Comparison in advertising"

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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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Marks, Danelle Miller. "A comparison of attitudes toward corporate advertising : corporate executives and advertising agency executives." Virtual Press, 1986. http://liblink.bsu.edu/uhtbin/catkey/474662.

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The purpose of this thesis was to examine the attitudes toward corporate advertising held by those individuals most closely associated with it: corporate and advertising agency executives. No previous research had been conducted in this particular area.An attitude scale was administered to eighty-two corporate and advertising agency executives, representing a sample from Fortune's one hundred largest corporations and the one hundred largest advertising agencies. A frequency distribution, factor analysis, and Q-study were conducted on the data collected.Findings showed the general attitude toward corporate advertising to be favorable. Two factors underlying respondent's attitudes were revealed and broadly identified as "positive value" and "negative value." Rather than viewing corporate advertising in specific terms, respondents' attitudes were factored on the basis of valence, or direction of the statements.The Q-analysis identified three types of attitude patterns existing among the respondents. Type I respondents represented large industrial manufacturers who believe corporate advertising is an effective tool for improving employee morale and recruiting new employees. Type II, consisting of advertising agencies involved in marketing to consumers, saw corporate advertising as a tool for increasing corporate awareness and creating unity among products. A conglomeration of industrial manufacturers, consumer goods manufacturers, and advertising agencies, Type III viewed corporate advertising as an effective part of a total plan, though not capable of achieving tangible objectives by itself. Type and size of firm were the only demographics which could be significantly related to the attitude patterns.These findings indicate that although differences can be found in the management function provided by corporate advertising, respondents hold similar favorable attitudes toward corporate advertising.
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Wang, Ye. "Cultural values, emotions and information a comparison of webpages from two culturally different countries /." Diss., Columbia, Mo. : University of Missouri-Columbia, 2008. http://hdl.handle.net/10355/5771.

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Thesis (M.A.)--University of Missouri-Columbia, 2008.
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 17, 2009) Includes bibliographical references.
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Wang, Zhenzhen. "A comparison of visual and verbal content of print cosmetic advertising between the US and China." Pullman, Wash. : Washington State University, 2008. http://www.dissertations.wsu.edu/Thesis/Fall2008/z_wang_091108.pdf.

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Thesis (M.A. in communication)--Washington State University, December 2008.
Title from PDF title page (viewed on June 30, 2009). "Murrow College of Communication." Includes bibliographical references (p. 74-84).
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Wang, Wenlin. "A comparison of cosmetic advertising between the United States and Taiwan: A content analysis." CSUSB ScholarWorks, 2005. https://scholarworks.lib.csusb.edu/etd-project/2942.

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The purpose of this research is to determine the extent of standardization of cosmetics advertising in Taiwanese and American magazines and to determine the brands and products most prevalently advertised in these two countries. The advertisements sampled were from Vogue and Cosmopolitan women's magazines, issues September 2004 to February 2005.
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Yen, Ju-Yu. "The power of advertising awards a comparison of effectiveness between award-winning & none-award TV commercials /." Diss., Columbia, Mo. : University of Missouri-Columbia, 2006. http://hdl.handle.net/10355/5983.

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Thesis (M.A.)--University of Missouri-Columbia, 2006.
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 29, 2007) Includes bibliographical references.
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Li, Beibin. "A comparison of the information content of TV advertising in the United States and the People's Republic of Chinna." Instructions for remote access. Click here to access this electronic resource. Access available to Kutztown University faculty, staff, and students only, 1996. http://www.kutztown.edu/library/services/remote_access.asp.

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Veselková, Martina. "Ethics in Advertising. The Comparison of Czech Republic and Foreign Countries." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-77030.

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This thesis deals with the ethics approaches in advertising in different countries. First of all I describe the culture influence to the ethical values in the countries which need to be respected in the advertising appeal selection especially in the international advertising. In order to identify the concrete ethical values and attitudes in particular countries, the legal regulations and self-regulatiuons rules in advertising were analyzed. Furthermore, I choosed the unethical ads in particular countries and explained that approach through the theory of Hofstede's Cultural Dimension Model. The conclusions of such ethical analysis could be used in the international advertising. For this cross-country ethical comparison was chosen Czech Republic, China, India and Great Britain.
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Li, Connie. "The effects of self-relevance of the comparison dimensions and social comparison orientation on consumers' purchase behavior." HKBU Institutional Repository, 2010. https://repository.hkbu.edu.hk/etd_ra/1167.

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Yang, Yi-Chen. "A comparison of women's roles as portrayed in Taiwanese and Chinese magazine print advertising." CSUSB ScholarWorks, 2004. https://scholarworks.lib.csusb.edu/etd-project/2630.

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The purpose of this project was to examine the similarities and differences in magazine advertisements directed to women in China and Taiwan. Through content analysis of advertisments in these two countries, the researcher identified how women were portrayed and the social values or lifestyle attributed to them of each society.
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Books on the topic "Comparison in advertising"

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Boddewyn, J. J. Advertising self-regulation and outside participation: A multinational comparison. New York: Quorum Books, 1988.

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Kilian, Winfried. Die vergleichende Werbung nach deutschem Recht unter Berücksichtigung der Regelung im Recht der Europäischen Gemeinschaft. [Heidelberg?: s.n.], 1992.

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Bachmann, Frank. Comparative advertising in Germany with regard to European Community law. Stuttgart: Richard Boorberg, 1998.

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Kilian, Winfried. Vergleichende Werbung in Deutschland: Auswirkung der geplanten Richtlinie der EU. Aachen: Shaker, 1995.

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Kaynak, Erdener. The management of international advertising: A handbook and guide for professionals. New York: Quorum Books, 1989.

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Recht und Ökonomie der kritisierenden vergleichenden Werbung. Frankfurt am Main: P. Lang, 1994.

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Mettang, Uwe. Die kritische werbliche Bezugnahme auf fremde Waren und Leistungen: Zugleich ein Ansatz zur objektorientierten Anwendung der wettbewerbsrechtlichen Generalklausel des [Paragraphen] 1 UWG. [Tübingen?: s.n.], 1989.

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J, Keegan Warren, ed. Advertising worldwide: Concepts, theories, and practice of international, multinational, and global advertising. New York: Prentice Hall, 1991.

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Advertising worldwide: Concepts, theories and practice of international, multinational and global advertising. 2nd ed. New York: Prentice Hall, 1994.

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Holzhauer, R. W. Ontoelaatbare reclame. Zwolle: W.E.J. Tjeenk Willink, 1994.

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Book chapters on the topic "Comparison in advertising"

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Holtz-Bacha, Christina. "Political Advertising in International Comparison." In The Handbook of International Advertising Research, 554–74. Hoboken, NJ: John Wiley & Sons Inc, 2014. http://dx.doi.org/10.1002/9781118378465.ch27.

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Merenski, Paul, William F. Lewis, and Dawn S. Garrett. "Negative Comparison Advertising: A Legal Minefield." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 334–40. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-13141-2_113.

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Gross, Walter, and Florence Gross. "Comparison Advertising Strategies for New Markets." In Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference, 446–49. Cham: Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-16946-0_106.

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Erickson, Gary M. "An Empirical Comparison of Oligopolistic Advertising Strategies." In Lecture Notes in Economics and Mathematical Systems, 27–36. Berlin, Heidelberg: Springer Berlin Heidelberg, 1996. http://dx.doi.org/10.1007/978-3-642-45753-1_2.

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Baird, Alyssa, Amy Grbavac, Denise Marinko, Michelle Neuman, and Mary K. Ericksen. "Social Comparison and the Idealized Images of Advertising: Revisited." In Proceedings of the 1995 Academy of Marketing Science (AMS) Annual Conference, 6–10. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-13147-4_4.

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Shaw, Ping, Yue Tan, Kwangmi Ko Kim, and Hong Cheng. "Masculinity Representations in Men’s Lifestyle Magazine Ads: A Cross-Ccultural and Cross-Racial Comparison." In Advances in Advertising Research (Vol. III), 275–90. Wiesbaden: Gabler Verlag, 2012. http://dx.doi.org/10.1007/978-3-8349-4291-3_21.

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Diehl, Sandra, Barbara Mueller, and Shintaro Okazaki. "Gender and Age as Factors Influencing Consumer Responses to Soft-sell Ads – A Multi-country Comparison." In Advances in Advertising Research (Vol. III), 291–302. Wiesbaden: Gabler Verlag, 2012. http://dx.doi.org/10.1007/978-3-8349-4291-3_22.

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Maurer, Martina, and Heribert Gierl. "Listen to My Story: A Comparison of the Narrative to the Factual Format of Information Presentation in Advertisements." In Advances in Advertising Research (Vol. V), 47–60. Wiesbaden: Springer Fachmedien Wiesbaden, 2014. http://dx.doi.org/10.1007/978-3-658-08132-4_4.

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Korgaonkar, Pradeep K., Eric J. Karson, and Daulatram Lund. "Direct Marketing Advertising: A Comparison of Hispanic and Non-Hispanic Perspectives." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 202. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-13078-1_65.

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Onkvisit, Sak, and John J. Shaw. "A Cross-National Comparison of the Applicability of Standardized International Advertising." In Marketing Horizons: A 1980's Perspective, 93–98. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-10966-4_22.

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Conference papers on the topic "Comparison in advertising"

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Lee, Jae Kyu, and Jae Won Lee. "Internet advertising strategy by comparison challenge approach." In the 5th international conference. New York, New York, USA: ACM Press, 2003. http://dx.doi.org/10.1145/948005.948063.

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Varga, Imre. "Comparison of Network Topologies by Simulation of Advertising." In 2nd International Conference on Complexity, Future Information Systems and Risk. SCITEPRESS - Science and Technology Publications, 2017. http://dx.doi.org/10.5220/0006142100170022.

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Wan, Kaiyan. "Comparison of Vocabulary in Chinese and English Advertising Language*." In Proceedings of the 6th International Conference on Education, Language, Art and Inter-cultural Communication (ICELAIC 2019). Paris, France: Atlantis Press, 2019. http://dx.doi.org/10.2991/assehr.k.191217.160.

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Wang, Pengyuan, Yechao Liu, Marsha Meytlis, Han-Yun Tsao, Jian Yang, and Pei Huang. "An efficient framework for online advertising effectiveness measurement and comparison." In WSDM 2014: Seventh ACM International Conference on Web Search and Data Mining. New York, NY, USA: ACM, 2014. http://dx.doi.org/10.1145/2556195.2556235.

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Feng, Juan, Hemant K. Bhargava, and David Pennock. "Comparison of allocation rules for paid placement advertising in search engines." In the 5th international conference. New York, New York, USA: ACM Press, 2003. http://dx.doi.org/10.1145/948005.948044.

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Naseem, Mustafa, Bilal Saleem, Sacha St-Onge Ahmad, Jay Chen, and Agha Ali Raza. "An Empirical Comparison of Technologically Mediated Advertising in Under-connected Populations." In CHI '20: CHI Conference on Human Factors in Computing Systems. New York, NY, USA: ACM, 2020. http://dx.doi.org/10.1145/3313831.3376683.

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Haghirian, Parissa, Maria Madlberger, and Akihiro Inoue. "Mobile Advertising in Different Stages of Development: A Cross-Country Comparison of Consumer Attitudes." In 2008 41st Annual Hawaii International Conference on System Sciences. IEEE, 2008. http://dx.doi.org/10.1109/hicss.2008.318.

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He, Feng, and Rong Chen. "Advertising and Promotion Expenditures on Business Performance: Comparison between Chinese and Japanese Household Appliance Industry." In 2007 International Conference on Service Systems and Service Management. IEEE, 2007. http://dx.doi.org/10.1109/icsssm.2007.4280096.

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Meško, Gorazd, Kaja Prislan, and Rok Hacin. "Varnost uporabnikov kibernetskega prostora: analiza zaznav med prebivalci v urbanih in ruralnih okoljih." In Varnost v ruralnih in urbanih okoljih: konferenčni zbornik. Univerzitetna založba Univerze v Mariboru, 2020. http://dx.doi.org/10.18690/978-961-286-404-0.12.

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The paper focuses on the comparison of safety and security of cyberspace users in urban and rural environments. The study involved 1,158 participants from 100 municipalities across Slovenia. Findings showed that residents of urban and rural settings were most frequently victimized with the following threats: 1) pop-up windows that required re-entering of the user name and password to obtain users’ data, 2) receiving a fake email with the infected attachment, and 3) fake online advertising. Residents in both environments highlighted that they feel most vulnerable to receiving a fake e-mail with the infected attachment. Moreover, they expose this threat and extortion with their own sexually explicit materials as those that would cause them the most harm.
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Whang, Haesung, Ting Zhang, Ik Choi, and Eunju Ko. "BRAND POPULARITY AS AN ADVERTISING CUE AFFECTING CONSUMER EVALUATION ON SUSTAINABLE BRAND - A CROSS - CULTURAL COMPARISON OF CONSUMER DECISION MAKING STYLE OF KOREA, CHINA, AND RUSSIA -." In Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice. Global Alliance of Marketing & Management Associations, 2014. http://dx.doi.org/10.15444/gmc2014.04.08.04.

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Reports on the topic "Comparison in advertising"

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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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