Relevant bibliographies by topics / Market of advertising

Contents

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

Academic literature on the topic 'Market of advertising'

Author: Grafiati
Published: 30 May 2022
Last updated: 31 July 2025

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Journal articles on the topic "Market of advertising"

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Thornton, Simeon, Chris Jenkins, and Marie-Madeleine Husunu. "Competition in digital advertising markets." Competition Law Journal 20, no. 2 (2021): 89–101. http://dx.doi.org/10.4337/clj.2021.02.05.

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Digital advertising, both display advertising and search advertising, represents a very important part of the overall advertising market in the United Kingdom. Google and Facebook have a high degree of market power in search and display advertising, respectively. On 1 July 2020, the Competition and Markets Authority published its Final Report on its market study into online platforms and digital advertising, in which it looked in some depth at digital advertising markets, assessing whether a lack of transparency, conflicts of interest, and the leveraging of market power undermine competition i
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Vinnik, Alina Evgenievna. "Outdoor advertising market in conditions of pandemic." Vestnik of Astrakhan State Technical University. Series: Economics 2021, no. 2 (2021): 98–107. http://dx.doi.org/10.24143/2073-5537-2021-2-98-107.

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The article presents the results of studying the global and Russian advertising market dynamics, in particular, the outdoor advertising market in a pandemic. The crisis triggered by the COVID-19 pandemic has affected almost all advertising markets. The most stable markets were considered in the USA and China. The media segments of the advertising market in Russia in the period of 2010 - 2020 have been analyzed; advertising on the Internet is recognized as a leading segment, in second and third places are television advertising and UN advertising, respectively. Global ad spend across all media
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Smith, Daniel C., and C. Whan Park. "The Effects of Brand Extensions on Market Share and Advertising Efficiency." Journal of Marketing Research 29, no. 3 (1992): 296–313. http://dx.doi.org/10.1177/002224379202900302.

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The authors examine the effects of brand strategy (i.e., brand extensions vs. individual brands) on new product market share and advertising efficiency, and the degree to which these effects are moderated by characteristics of the brand, the product to which it is extended, and the market in which that product competes. The findings indicate that brand extensions capture greater market share and realize greater advertising efficiency than individual brands. The strength of the parent brand is related positively to the market share of brand extensions but has no effect on advertising efficiency
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Varun Kumar Singh, Varun Kumar Singh, and Dr Hemant Kumar Singh Dr. Hemant Kumar Singh. "A Study of Advertising Influence on Sustainable Consumer Products." International Journal of Information Technology and Management 16, no. 2 (2024): 67–73. http://dx.doi.org/10.29070/s8989176.

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Advertising is a powerful marketing tool for mass sales and distribution. One method is viaadvertising marketing. It may be used to market items and services, as well as ideas. Advertisementsmay be used to boost demand for generic or branded products. Advertising adequacy is mostly decidedby how a prospective consumer reacts to and considers an advertisement. The success of advertising isdetermined by how efficiently it handles transactions. As a consequence, advertising is often employedas a single variable to explain deal shifts. The report focuses on the Consumer Sustainable Industry'sChall
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SAFRONCHUK, M. V., and E. V. KULIKOVA. "THE GLOBAL ADVERTISING SERVICE MARKET: MODERN FEATURES AND TRENDS." EKONOMIKA I UPRAVLENIE: PROBLEMY, RESHENIYA 4, no. 5 (2021): 128–33. http://dx.doi.org/10.36871/ek.up.p.r.2021.05.04.016.

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The article examines the features of the advertising services market, which differs from other markets both in the composition of participants and in the object of trade, represented by a whole range of activities. The most significant factors of pricing for advertising services and the modern segmentation of their market are identified. The article analyzes the impact of digitalization on the advertising services market, as well as modern trends associated with the integration of national advertising services markets into the world and its globalization. The article contains data on the dynam
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Tonapa, Mariesta Reny, Marselinus Asri, and Bernadeth Tongli. "MARKET STRATEGY AND MARKET SEGMENT." AJAR 3, no. 02 (2020): 161–75. http://dx.doi.org/10.35129/ajar.v3i02.133.

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This study aims to study how the marketing strategies of advertising, products, prices and channels affect the financial performance of Novotel Makassar Hotel. The sample used in this study is clients who book rooms and meeting rooms at the Novotel Makassar Hotel. The selection of samples in this study using a survey method based on certain criteria. The results of the study using path analysis show marketing strategies namely advertising, products, prices and positive distribution channels on financial performance.
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Gondowijoyo, Andy. "EVALUASI STRATEGI PERIKLANAN DAN PEMASARAN INTERAKTIF PADA FORWARD EVENT CREATOR." PERFORMA 2, no. 1 (2017): 96–105. https://doi.org/10.37715/jp.v2i1.442.

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Along with the development of creative industries in 2015-2016, especially in the field of bazaar, causing higher competition in Surabaya. Pop-up Market or commonly called “Bazaar” is one of the creative industries in Surabaya growing in 2015 - 2016. With the advent of Pop-up Market sizeable and successful as Basha Market On Market Go !, WTF Market, Kepo Market, Conquro Market, Hype Market, HIVE Market, Market of the day, Rascal Market and many bazaar in Surabaya, make many agencies to take business opportunities by creating a new bazaar. This requires creative industries to choose and impleme
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Vinnik, Alina Evgenievna, and Boris Aleksandrovich Tkhorikov. "Analysis, prospects and problems of autdoor advertising market development." Vestnik of Astrakhan State Technical University. Series: Economics 2020, no. 3 (2020): 94–100. http://dx.doi.org/10.24143/2073-5537-2020-3-94-100.

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The article focuses on the problems of the rapidly developing segment of the advertising line - outdoor advertising. The results of studying the dynamics and structure of the outdoor advertising market allowed to consider this segment promising, since outdoor advertising is the only media channel, in which sales have steadily increased over the past ten years. It has been stated that outdoor advertising irritates a relatively small number of respondents (14%); for comparison: TV advertising - 56%, Internet advertising - 67% of respondents. The structure of the advertising market of the Russian
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Kiyutina, Irina, and Sergey Leonov. "DISADVANTAGES OF DIGITAL ADVERTISING." Economics. Sociology. Law. 03, no. 01 (2024): 22–27. http://dx.doi.org/10.22281/2542-1697-2024-03-01-22-27.

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Digital advertising markets are growing and attracting increased attention. This article examines four ineffective elements of the market that remain poorly understood: measuring the effect of advertising, disputes between and within the participants of advertising channels, ad blocking and advertising fraud. These topics are not unique to digital advertising, but each of them manifests itself in a new way in the digital advertising markets.
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Lu, Lu, Yan Wang, Jian Ping Chai, and Fu Lian Yin. "Summarize on Evaluation of Advertising Effect." Advanced Materials Research 971-973 (June 2014): 2418–23. http://dx.doi.org/10.4028/www.scientific.net/amr.971-973.2418.

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With the rapid development of the society, advertising is self-evident when many products want to enter the market. Advertisers are eager to know whether their advertisements take effect. Therefore, evaluation of advertising’s effect is crucial. In this paper, it introduces the evaluations of online advertising and television advertising, and makes a simple analysis on the advantages and disadvantages of the main methods.
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Dissertations / Theses on the topic "Market of advertising"

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NEVES, ANTONIO BERNARDO FERREIRA. "STATISTICAL MODELS IN ADVERTISING MARKET RESEARCH." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 1991. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=9046@1.

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A propaganda é sem dúvida uma das armas mais importantes do Markenting. Porém, medir sua eficiência a curto prazo como resultado do aumento de vendas pode ser uma tarefa árdua, principalmente quando este é comparado com resultados de promoções. Desta forma, modelos estatísticos vêm sendo desenvolvidos utilizando-se de outros tipos de medidas diferente do volume de vendas. Ao mesmo tempo, a propaganda passou a ser vista como algo mais científico. Mais ainda, ela tomou lugar de destaque dentro da Pesquisa de Mercado, gerando diversas tendências sobre a melhor forma de garantir o retor
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Correia, Francisco. "Efficient advertising strategies for the fragrance market." Master's thesis, NSBE - UNL, 2008. http://hdl.handle.net/10362/9504.

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A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics<br>Fragrances are not just a segmented market. It has become diverse market, providing consumers a variety of multi-dimensional experiences. From customized fragrances to celebrity endorsed perfumes, the possibilities in this lucrative industry are endless. As referred by Bized.co.uk: Most of the fragrance houses have been in existence for many years. Moreover, in order to develop their name and the brand image that is associated with it takes
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Meilūnaitė, Vaišvilienė Alina. "Influence of advertising on customer in book market." Doctoral thesis, Lithuanian Academic Libraries Network (LABT), 2010. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2010~D_20100527_135200-04112.

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Paper represents the research of influence of advertising and its results. The research was conducted in two stages: an experiment to evaluate influence of advertising, trademark, and other factors on the choice of books, and a research to interpret the obtained data – influence of advertising was interpreted in the context of respondents’ experience, system of influence of advertising in book market was established, factors differentiating influence of advertising were singled out. The research also analyses theories of advertising influence and estimates the relation between advertising and
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Volkovynska, P. S. "Native advertising and major trends." Thesis, Дніпропетровський національний університет залізничного транспорту імені В. Лазаряна, 2018. https://er.knutd.edu.ua/handle/123456789/10833.

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Native advertising is a type of advertising, mostly online, that matches the form and function of the platform up on which it appears. Native ads have become an integral part of the marketing strategy for the brand.
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Nilsson, Arvid. "Market transparency." Doctoral thesis, Stockholm : Economic Research Institute, Stockholm School of Economics (Ekonomiska forskningsinstitutet vid Handelshögsk.) (EFI), 2001. http://www.hhs.se/efi/summary/578.htm.

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Claydon, Sarah Ann. "The influence of advertising approach in a trial purchase context." Thesis, University of Plymouth, 2000. http://hdl.handle.net/10026.1/2705.

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Research investigating the development of trial purchase has recognised that the chosen advertising approach is a key influence in the trial process. This thesis describes a critique of the central and related literature surrounding the influence of advertising approach in a trial purchase context, with particular emphasis on the concept of disruptive advertising. This concept can be described as an overturning of convention for commercial benefit, and has been introduced to deal with change. Whilst it is clear that many brands achieve success via a consistent approach to advertising, it is al
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Shah, S. Z. A., Saeed Akbar, S. Ahmad, and A. W. Stark. "Advertising, earnings prediction and market value: An analysis of persistent UK advertisers." Wiley, 2019. http://hdl.handle.net/10454/17222.

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Yes<br>This paper examines whether major media advertising expenditures help in predicting future earnings. We consider the role of media advertising in firms’ marketing efforts and posit that persistent advertisers are more likely to benefit from advertising activities in creating long‐lived intangible assets. Employing a sample of persistent UK advertisers over the period 1997–2013, we find that advertising expenditures are significantly positively associated with firms’ future earnings and market value. We also report size and sector‐based differences in the association between advertising
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Borgstam, Wilhelm, and Dimitri Koido. "Digital advertising on a regulated market : A multiple-case study in the Swedish alcohol industry." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-452388.

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In regulated markets companies must comply with various rules, standards, and approval protocols to avoid expensive lack-of-compliance costs. Such regulations often limit the ability of companies to advertise and thereby reach out to consumers. This paper uses a qualitative multiple case-study approach to explore, from an industry perspective, how three different companies (a whisky producer, a microbrewery, and an alcohol importer) use digital advertising to raise brand awareness on the Swedish alcohol market. The firms are relatively similar in their approaches, unanimously preferring the us
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Appel, Volker. "Interrelationships of manufacturers' brand advertising and market structure in the food marketing system." Thesis, Kansas State University, 1986. http://hdl.handle.net/2097/9897.

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Hägglund, Charina Montemar. "Market Orientation as a Branding Strategy." Thesis, Uppsala University, Department of Business Studies, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-88950.

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Books on the topic "Market of advertising"

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Hughes, Andrew. Market Driven Political Advertising. Springer International Publishing, 2018. http://dx.doi.org/10.1007/978-3-319-77730-6.

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Chattopadhyay, Udayan. Trends in UK advertising. FT Telecoms & Media, 1996.

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Nachum, L. World market shares of advertising tncs. ESRC Centre for Business Research, University of Cambridge, 2000.

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Tsitouras, A. K. Dynamic advertising, price and market structure. Department of Economics, Queen Mary College, 1987.

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North, Sarah. Advertising, public relations and market research. Careers Services Trust, 1994.

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Wardle, Judith. Developing advertising with qualitative market research. SAGE, 2002.

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Carol, Nelson. Women's market handbook. Gale Research, 1993.

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Silk, Alvin J. Intermedia substitutability and market demand by national advertisers. National Bureau of Economic Research, 2001.

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Pettit, Raymond C. Using market research to create effective advertising. Lawrence Erlbaum Associates, 2007.

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Goodall, Brian. Market opportunity sets for tourism. University of Reading, 1988.

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Book chapters on the topic "Market of advertising"

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Mizrahi, Isaac. "The Advertising Implementation Dilemma." In Hispanic Market Power. Routledge, 2023. http://dx.doi.org/10.4324/9781003348931-31.

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Rocha, Everardo. "Totemism in the market." In Advertising and Consumption. Routledge, 2021. http://dx.doi.org/10.4324/9781003176794-3.

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Wakeman, Ian, Ann Light, Jon Robinson, Dan Chalmers, and Anirban Basu. "Deploying Pervasive Advertising in a Farmers’ Market." In Pervasive Advertising. Springer London, 2011. http://dx.doi.org/10.1007/978-0-85729-352-7_12.

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Schmalensee, Richard. "Advertising and Market Structure." In New Developments in the Analysis of Market Structure. Palgrave Macmillan UK, 1986. http://dx.doi.org/10.1007/978-1-349-18058-5_13.

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Lambin, Jean-Jacques, and Isabelle Schuiling. "Advertising offline and Online Decisions." In Market-Driven Management. Macmillan Education UK, 2012. http://dx.doi.org/10.1007/978-0-230-36312-0_19.

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Hughes, Andrew. "Introduction and Outline." In Market Driven Political Advertising. Springer International Publishing, 2018. http://dx.doi.org/10.1007/978-3-319-77730-6_1.

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Hughes, Andrew. "The Relationship Between Value Co-Creation, Exchange and Stakeholders." In Market Driven Political Advertising. Springer International Publishing, 2018. http://dx.doi.org/10.1007/978-3-319-77730-6_2.

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Hughes, Andrew. "The Theory and the Practice of Political Advertising." In Market Driven Political Advertising. Springer International Publishing, 2018. http://dx.doi.org/10.1007/978-3-319-77730-6_3.

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Hughes, Andrew. "Weapons of Mass Consumption: Social and Digital Media in Political Campaigns." In Market Driven Political Advertising. Springer International Publishing, 2018. http://dx.doi.org/10.1007/978-3-319-77730-6_4.

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Hughes, Andrew. "Social and Digital Media: Creating, Engaging and Motivating Relationships." In Market Driven Political Advertising. Springer International Publishing, 2018. http://dx.doi.org/10.1007/978-3-319-77730-6_5.

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Conference papers on the topic "Market of advertising"

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Kirillov, Denis S., and Andrey V. Sukhobokov. "Initiatives in Browser Privacy Enhance the Internet Advertising Market Monopolization and Infringe user Privacy by Spreading the Web Fingerprinting." In 2025 7th International Youth Conference on Radio Electronics, Electrical and Power Engineering (REEPE). IEEE, 2025. https://doi.org/10.1109/reepe63962.2025.10971143.

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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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Cai, Hongfei, Runzhen Huang, and Tianyi Wang. "TikTok’s Advertising Policy in the Chinese Market and Impacts on China’s Internet Economic Advertising Market." In 2022 7th International Conference on Financial Innovation and Economic Development (ICFIED 2022). Atlantis Press, 2022. http://dx.doi.org/10.2991/aebmr.k.220307.310.

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Siscan, Zorina, and Lia Anton. "Trends in the development of global market of advertising services." In 26th International Scientific Conference “Competitiveness and Innovation in the Knowledge Economy". Academy of Economic Studies of Moldova, 2023. http://dx.doi.org/10.53486/cike2022.12.

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Advertising is the driving force of any business. The internationalization of economic affairs contributes to the formation of the world market of advertising services that, in present time, has been developing as global and digitalized. The authors have set as a purpose of the article the revealing and exploring the trends in the contemporary global market of advertising services under the globalization and digitalization socio-economic megatrends. Methodology and Results: Based on the evolutionary approach to the global market of advertising services, and analysis of the relevant statistical
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Weerasiri, R. A. S. "Impact of Television Advertisements on Youth Buying Behavior: With Special Reference to Fruit Drink Market in Sri Lanka." In International Conference on Branding & Advertising. TIIKM, 2016. http://dx.doi.org/10.17501/icba2015-1105.

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Androulidakis, Nikos, and Iosif Androulidakis. "Perspectives of mobile advertising in Greek market." In International Conference on Mobile Business. IEEE, 2005. http://dx.doi.org/10.1109/icmb.2005.78.

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An, Nan. "Analysis on Market Segmentation in Advertising Companies." In ICEBI 2020: 2020 The 4th International Conference on E-Business and Internet. ACM, 2020. http://dx.doi.org/10.1145/3436209.3436887.

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Zhang, Zhen, Weian Li, Yahui Lei, et al. "Joint Auction in the Online Advertising Market." In KDD '24: The 30th ACM SIGKDD Conference on Knowledge Discovery and Data Mining. ACM, 2024. http://dx.doi.org/10.1145/3637528.3671746.

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Goranova, Penka. "The Advertising and Firms: the Global Strategic Orientation." In G.I.D.T.P. 2019 - Globalization, Innovation and Development, Trends and Prospects 2019. LUMEN Publishing, 2022. http://dx.doi.org/10.18662/lumproc/gidtp2022/07.

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Advertising has been around for a long time and dates back to ancient times. The main application of the advertisement was to emphasize the advantages and qualities of the goods offered, in order to encourage buyers to buy certain goods. Advertising has undergone various forms of modification over the years, especially with the advent of new technologies and modes of communication, but it remains a very important element of marketing. With the advancement of computer technology and the Internet, adventures have metamorphosed. E-commerce and Internet advertising are evolving, leading to new and
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Akyüz, Ayşen, and Mustafa Ercilasun. "The Role of Advertising during Recession." In International Conference on Eurasian Economies. Eurasian Economists Association, 2014. http://dx.doi.org/10.36880/c05.01141.

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Advertising plays a key role in a dynamic economy. It provides valuable information about products and services in an efficient manner; communicates customer value, builds brand awareness and creates demand. In a recession, the first things that a company usually cuts come from the advertising budget. When companies begin to cut back on advertising during an economic downturn, they become less visible to the public. While it make sense to cut off from communication budget, the evidence shows that the companies which advertise during an economic downturn, have expanded their market share and ha
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Reports on the topic "Market of advertising"

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DellaVigna, Stefano, Ruben Durante, Brian Knight, and Eliana La Ferrara. Market-based Lobbying: Evidence from Advertising Spending in Italy. National Bureau of Economic Research, 2013. http://dx.doi.org/10.3386/w19766.

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Deisenroth, Daniel, Utsav Manjeer, Zarak Sohail, Steven Tadelis, and Nils Wernerfelt. Digital Advertising and Market Structure: Implications for Privacy Regulation. National Bureau of Economic Research, 2024. http://dx.doi.org/10.3386/w32726.

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Griffith, Rachel, Pierre Dubois, and Martin O'Connell. The impact of banning advertising on the market for crisps. The IFS, 2012. http://dx.doi.org/10.1920/ps.ifs.2024.0851.

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Silk, Alvin, and Ernst Berndt. Costs, Institutional Mobility Barriers, and Market Structure: Advertising Agencies as Multiproduct Firms. National Bureau of Economic Research, 1994. http://dx.doi.org/10.3386/w4826.

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Aizawa, Naoki, and You Suk Kim. Government Advertising in Market-Based Public Programs: Evidence from the Health Insurance Marketplace. National Bureau of Economic Research, 2020. http://dx.doi.org/10.3386/w27695.

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Vaskivskyj, Yurij. STATE AND PROSPECTS OF THE DEVELOPMENT OF RUSSIAN-UKRAINIAN WAR: PERSONNEL ASPECT. Ivan Franko National University of Lviv, 2024. http://dx.doi.org/10.30970/vjo.2024.54-55.12144.

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The article analyzes the state of development of Ukrainian advertising in the conditions of the Russian-Ukrainian war. Studying the work of Ukrainian advertising agencies during the war is a unique experience of Ukrainian specialists during the war. The article emphasizes that Ukrainian advertising agencies have become an example for global corporations with their resilience and courage. The study of the place of Ukrainian advertising agencies in the world system made it possible to state that the domestic industry is developing in step with the world one. This was facilitated by the fact that
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Hall, Robert. The Cyclical Response of Advertising Refutes Counter-Cyclical Profit Margins in Favor of Product-Market Frictions. National Bureau of Economic Research, 2012. http://dx.doi.org/10.3386/w18370.

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Griffith, Rachel, Pierre Dubois, and Martin O'Connell. The Effects of Banning Advertising on Demand, Supply and Welfare: Structural Estimation on a Junk Food Market. The IFS, 2014. http://dx.doi.org/10.1920/re.ifs.2024.0451.

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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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Lefevre, Bruno, and Philippe Bouquillion. Communications, media and internet concentration in France, 2019-2021. Global Media and Internet Concentration Project, Carleton University, 2024. http://dx.doi.org/10.22215/gmicp/2024.2.

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This report focuses on approximately thirty French markets, contributing to local debates and research as part of the Global Media and Internet Concentration Project (GMICP). It explores the dynamics of diversified economic players in cultural industries (press, audiovisual, books, music), emphasizing the coexistence of 'traditional' and 'new' entrants. The study provides sector-based and global analyses, revealing a dual dynamic of diversification and concentration in the production, distribution, and broadcasting of cultural and information content. Audiovisual content broadcasting, both fre
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