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Dissertations / Theses on the topic 'Market of advertising'

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Published: 30 May 2022
Last updated: 31 July 2025

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1

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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2

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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6

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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10

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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11

Kurad, Astrid [Verfasser]. "Advertising pricing in German consumer magazine industry : an industrial economic analysis of market concentration, advertising prices, and their interrelations / Astrid Kurad." Flensburg : Zentrale Hochschulbibliothek Flensburg, 2008. http://d-nb.info/101828009X/34.

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12

Quinn, Martin. "Three essays in economics of online advertising." Electronic Thesis or Diss., Paris, ENST, 2018. http://www.theses.fr/2018ENST0040.

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La thèse présente une analyse économique de trois nouveaux sujets liés à l’économie de la publicité en ligne. Elle utilise des méthodes empiriques et théoriques. Le chapitre 1 présente le contexte de la thèse ainsi que les principaux résultats développés dans les chapitres suivants. Dans le chapitre 2, la thèse montre à travers un modèle théorique comment la transparence dans les modes d’achats publicitaire modifie les équilibres du marché. Dans un contexte ou la publicité est considérée comme une nuisance par les utilisateurs, le chapitre montre que l’introduction de telles technologies qui r
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Hsu, An-Chi. "The Relationship between service quality and market orientation: an empirical study in the Taiwan advertising industry." NSUWorks, 2009. http://nsuworks.nova.edu/hsbe_etd/45.

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The results of this study provide support for the use of the SERVQUAL and market orientation instruments for evaluating agencies approach to service delivery issues in Taiwan. The results indicate that on two of the five dimensions of the SERVQUAL instrument in particular have the potential for identifying areas of concerns and facilitating focusing on specific concerns and developing mechanisms for addressing these concerns. These areas are responsiveness and reliability. The potential for improving the applicability and sophistication of the instrument also exists. There are clearly issues t
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Kafali, Elif Nilay. "Changes in market structure in the internet era: banking and yellow pages advertising." Thesis, Boston University, 2013. https://hdl.handle.net/2144/12789.

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Thesis (Ph.D.)--Boston University<br>The rapid expansion of Internet use at the turn of the 21st century brought with it a new medium of commerce. As the Internet started to act as a substitute for traditional retail and service sectors, an important economic question has been the impact of this change on mar- ket structure in different industries. This dissertation examines the changing structure of two particular industries in this new era of the Internet: the banking industry and Yellow Pages advertising. Chapter I examines whether bank branches are still important in attracting deposits f
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Pita, Guilherme Szyszko. "Internet share of advertising expenditure: growth drivers and inhibitors in the Brazilian market." reponame:Repositório Institucional do FGV, 2011. http://hdl.handle.net/10438/8641.

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Submitted by Guilherme Pita (guipita@microsoft.com) on 2011-10-04T13:18:06Z No. of bitstreams: 1 Guilherme Pita - Internet share of advertising expenditure - September 2011.pdf: 524076 bytes, checksum: f58a78310c026c879f11e272faac0db7 (MD5)<br>Approved for entry into archive by Vera Lúcia Mourão (vera.mourao@fgv.br) on 2011-10-04T13:39:45Z (GMT) No. of bitstreams: 1 Guilherme Pita - Internet share of advertising expenditure - September 2011.pdf: 524076 bytes, checksum: f58a78310c026c879f11e272faac0db7 (MD5)<br>Approved for entry into archive by Vera Lúcia Mourão (vera.mourao@fgv.br) on 2011
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Goubault, de Brugière Alice, and Roxane Barry. "A new marketing strategy for a new Luxury market: Shock advertising and Porno chic in social networks : The French market." Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-15890.

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17

Lunina, Yulia. "Marketing communications in conditions of strict regulation of advertising: case of the alcohol market." Thesis, Jönköping University, Internationella Handelshögskolan, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-50976.

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This master's thesis explores the impact of marketing communication tools on consumer behavior in the Russian alcohol market. Russia is a dark market. The dark market is a market where outdoor advertising is prohibited, as well as advertising on TV and radio. As such, communications with consumers in these markets are strongly regulated by the government. The study provides an overview of current trends in the alcohol market in the world and in Russia. The purpose of this study is to analyse Russian consumers' perceptions of marketing tools and the impact of these promotion tools on the purcha
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De, Bruin Lauren Michele. "Cigarette smokers' perceptions of fear-appeal advertising." Diss., Pretoria : [s.n.], 2006. http://upetd.up.ac.za/thesis/available/etd-04052007-111238.

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Morsi, Atef Habashi. "Saudi Market Strategies for Transforming Local Brands into Global Brands." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/4872.

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Market-driven changes have led managers in Middle Eastern countries to globalize their local consumer brands to enhance and diversify their business opportunities. The purpose of this multiple case study was to explore strategies used to globalize local brands to global brands. The criteria for participation included 15 executive directors and division heads from 3 companies in the consumer goods industry in Saudi Arabia used to globalize their brands. Data collection included semistructured face-to-face interviews with executive leaders, because each person possessed specialized knowledge of
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Edwards, Steven Marc. "Consumers' attitudes toward advertising and purchase intentions regarding direct response advertisements in a multicultural market." CSUSB ScholarWorks, 1995. https://scholarworks.lib.csusb.edu/etd-project/1010.

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Dziuba, Alina Olegivna, and Аліна Олегівна Дзюба. "Means of building trusts and persuasions of consumers in advertising." Thesis, National aviation university, 2021. https://er.nau.edu.ua/handle/NAU/50041.

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1. KPMG Trustworthy [Electronic resource]. - https://assets.kpmg/content/ dam/kpmg/ua/pdf/2018/12/kpmg-review-magazine-2-2018.pdf 2. Advertising: integration of theory and practice [Electronic resource]. -https://knute.edu.ua/file/MjA=/5b0ade2ee853d700d159b82ce0094ac6.pdf 3. Techniques of psychological influence on the consumer [Electronic resource]. – https://mgn.com.ua/uk/priemy-psixologicheskogo-vozdejstviya-napotrebitelya/ 4. Advertising of chewing gum “Orbit” [Electronic resource]. -https://www. youtube.com/watch?v=qrKZ8z4N81Q 5. Zazymko, O.V., Korol’chuk, M.S., Korol’chuk, V.M. and ot
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Carmichael, Pamela L. "Persuasion by association : a content analysis of cigarette advertisements aimed at the youth market /." Online version of thesis, 2004. http://hdl.handle.net/1850/11800.

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23

CHIAROMONTE, NICOLA. "ESSAY ON ADVERTISING IN DIGITAL PLATFORMS AND THEIR TAXATION." Doctoral thesis, Università degli Studi di Milano, 2020. http://hdl.handle.net/2434/752096.

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The present work constitutes a first attempt of understanding the digitalization of economy for what concerns platforms, which exploit two sides of market to make profits, by using targeted advertising built on personal “free” data. First, we analyse the nature of targeted advertising. We focus on the impact of ads on well-being of consumers. The possibility of having too much advertising calls for a government fiscal action that can be welfare-enhancing under some circumstances. Moreover, in a context of open economy, the decisions made by a government may spread their effects also abroad.
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Mattheus, Jared Cameron. "The relationship between sales promotion techniques and consumer off-take and attitude within the SA non-alcoholic ready to drink market." Thesis, Nelson Mandela Metropolitan University, 2016. http://hdl.handle.net/10948/11586.

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Over the past decade there has been a shift in marketing spend from above the line advertising, to below the line advertising commonly referred to as promotions. This has been brought about by recessionary economic conditions, increased competition, rising media costs and long term profitability prospects. Many fast moving consumer goods’ (FMCG) companies are shifting a large portion of their marketing spend from advertising to sales promotion. This has occurred because of consumers becoming more prone to deals, declining brand loyalty and the growing power of major retail chains. Sales promot
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Ormane, Elina. "Spam as an Advertising Tool : Possibilities in drawing people’s attention using carefully thought-out and aimed at the right market spam advertisement." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-18619.

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It has been considered that spam is one of the worst advertising tools in the Internet because of wide range of porno, Viagra, luxury brands’ replicas and other unwanted mailings all over the world; nevertheless, a lot of companies continue to use this tool for products’ or services’ introduction to their potential clients and partners. According to the author’s personal four-year-experience in marketing field, the mostly asked question by companies is how to advertise the product or service to new potential partners or clients using spam without losing the reputation of the company. The autho
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Marthinsson, Ted, and Erik Wredberg. "Green Market Communication - Advertising and communication agencies insight in client companies and views and values on environmental issues." Thesis, Malmö högskola, Fakulteten för kultur och samhälle (KS), 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-22423.

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Kommunikationsbyråerna intar nyckelpositioner i dagens marknadsekonomi där det läggs en stor tilltro i den enskilda individens rationella förmågor. Reklamen bemöts med mycket kritik men anses ändå vara ett kommunikationsmedium som kan säkerställa att de utbyten som sker på konsumentmarknaden verkligen är miljömässigt värdeskapande för de parter som ingår i utbytesprocessen. Studien bygger på kvalitativa samtalsintervjuer med personer på åtta olika kommunikationsbyråer i Sverige. Studien redogör för byråernas insyn i kundföretagen och de intervjuades åsikter och värdegrund i miljöfrågor. Byråer
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Dambrauskienė, Ingrida. "Reklaminės kampanijos vykdymo užsienio rinkoje modelis." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2008. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2008~D_20080825_102800-11147.

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Šio magistrinio darbo tikslas įvertinus mokslinės literatūros šaltinius ir atlikus situacijos analizę, remiantis reklaminės kampanijos planavimo principais suprojektuoti racionalios tarptautinės reklaminės kampanijos modelį. Magistro diplominis darbas susideda iš trijų pagrindinių dalių, kurių pirmoje atliekama sisteminė literatūros analizė, nagrinėjama reklaminių kampanijų strategijų raida ir evoliucija, išskiriami pagrindiniai jų planavimo ir tikslų nustatymo principai. Šioje dalyje analizuojami reklaminių kampanijų biudžeto sudarymo metodai, kūrybinio pranešimo ir jo kanalų strategijos ir t
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Tsaplin, Evgeny. "Market-Entry Strategies of Startup Owners." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/5951.

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Russia's startups fail at high rates. The purpose of this multiple case study was to understand the market-entry strategies used by accelerated startup managers to succeed in business longer than the first 3 years. The target population for this study was 3 startup owners who completed an acceleration program from the Internet Initiatives Development Fund and continued to operate businesses that generated revenue. The participants in the study were located in 3 different cities in Russia: Moscow, Saint Petersburg, and Tomsk. The conceptual framework for the study was Raheem and Akhuemonkhan's
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Мельник, Юлія Миколаївна, Юлия Николаевна Мельник та Yuliia Mykolaivna Melnyk. "Cучасні тенденції вітчизняного та світового рекламних ринків". Thesis, Видавництво СумДУ, 2011. http://essuir.sumdu.edu.ua/handle/123456789/12420.

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Пульків, Ірина Ігорівна, та Iryna Pulkiv. "Розробка рекламної стратегії підприємств туристичної галузі". Master's thesis, ТНТУ ім. І Пулюя, 2020. http://elartu.tntu.edu.ua/handle/lib/33561.

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Метою кваліфікаційної роботи є розробка рекламної стратегії туристичного підприємства. Виходячи з поставленої мети, у роботі сформульовано і вирішено наступні завдання: – розкрити поняття і сутність реклами і рекламної стратегії як елемента маркетингу; – розкрити поняття рекламна стратегія; – проаналізувати підхід до формування рекламної стратегії; – дослідити ринок туристичних послуг Тернопільської області; – проаналізувати маркетингову діяльність ТК «Бамбуча Тур»; – розробити рекомендації для покращення рекламної стратегії туристичного підприємства. Об’єктом дослідження є процес форм
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Gunnarsson, Tomas, and Alfred Lindén. "The Swedish Gambling Monopoly : Impacts from Internet competition on Svenska Spel’s prices and advertising expenses." Thesis, Jönköping University, JIBS, Economics, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-1200.

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<p>With the fast progress of the Internet the Swedish gambling monopoly is no longer able to control the market. Gambling companies licensed in foreign countries can compete with Svenska Spel via the Internet offering lower prices. The authors investigated whether the competition has lead Svenska Spel to lower their prices. Focus has been put on the years 2000-2006 and on Svenska Spel’s sports betting section Oddset since competition here is high. To help analysing Svenska Spel’s pricing behaviour the dynamic limit pricing model of optimal pricing when faced with entry was used.</p><p>The effe
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Ayala, Michel Angelo Moia. "Da fantasia à realidade, da realidade à fantasia: aspectos culturais, históricos e mercadológicos das campanhas publicitárias de games." Universidade Metodista de São Paulo, 2012. http://tede.metodista.br/jspui/handle/tede/632.

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Made available in DSpace on 2016-08-03T12:29:35Z (GMT). No. of bitstreams: 1 Michel Ayala PG 1_29.pdf: 4309536 bytes, checksum: 7493a12007c355443ec9aeb891166ca2 (MD5) Previous issue date: 2012-04-23<br>A pesquisa tem como objetivo geral compreender como as empresas fabricantes de consoles de videogames da última geração (Sony, Microsoft e Nintendo) utilizam a publicidade para atingir os consumidores. O corpus de análise e interpretação delimita-se em oito peças publicitárias audiovisuais e o período de análise é de 2010 a 2011. As estratégicas metodológicas utilizadas são: quanto aos dados d
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Janouchová, Jana. "Komunikační kampaň na vybraný produkt." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-124851.

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This thesis ellaborates importance of the marketing research. The research has been based on the tailor made questionnaire directed to the assumed target group. The research has been conducted in the Curaden Czech s.r.o. and based on its resutls, there was designed a new marketing campaign. This campaign was included into overall annual marketing plan of the Curaden Czech. Objective of the campaign was to acquire and penetrate a new distribution channel: dental clinics and dental hygienists.
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Pravdová, Lucie. "Uvedení nového výrobku na trh." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-150392.

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The work deals with the analysis of a marketing campaign to place the new Mercedes A class on the market. The aim of the thesis is to evaluate marketing communication and propose its improvement. This aim is based on the analysis results of marketing communications and marketing research's results. The theoretical part is focused on the theory of marketing communication, and situational analysis. In the introduction of the practical part of my thesis I deal with automotive market and the closer description of cars Mercedes Benz Class A. There is also elaborated situational analysis and analysi
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Гайдай, І. Ю., та Г. О. Скворцова. "Систематизація показників ефективності реклами - їх зміст, недоліки". Thesis, Сумський державний університет, 2013. http://essuir.sumdu.edu.ua/handle/123456789/48101.

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В умовах розвитку ринкових відносин і підвищення насиченості споживчого ринку товарами і послугами рекламна діяльність набуває нового значення, що відрізняється цілим рядом специфічних рис, знання та врахування яких дозволяє активізувати процес продажу, стимулювати реалізацію окремих товарів, раціоналізувати процес обслуговування покупців, за рахунок "інформаційної підтримки" всіх його складових.
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Сагер, Людмила Юріївна, Людмила Юрьевна Сагер та Liudmyla Yuriivna Saher. "Аналіз рекламно-комунікаційного ринку України". Thesis, Видавництво СумДУ, 2011. http://essuir.sumdu.edu.ua/handle/123456789/12288.

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Всеукраїнська рекламна коаліція, підводячи підсумки 2010 р., відмічає, що рекламно-комунікаційний ринок України почав відновлюватися, нарощувати свої показники, хоча рівня рекламних бюджетів більшості рекламодавців та медіа носіїв докризового 2008 р. ще не досягнуто. Сумарний обсяг рекламно-комунікаційного ринку України в 2010 році склав 10 687 млн. грн. (табл. 1). Це на 22% більше, ніж ринок 2009 р. При цьому зростання обсягів медійної реклами склало майже 28%, немедійних маркетингових комунікацій – 14,5%, сумарний річний бюджет - 6 735 та 3 442 млн. грн відповідно. При цитуванні документа, в
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Aurimas, Mickus, Zhou Pengshuo, and Guo Xiang. "The Role of Paid and Earned Social Media on Consumer Behavior for Apparel Brands in China’s Market." Thesis, Jönköping University, Internationella Handelshögskolan, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-48901.

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Social media marketing is gradually replacing traditional marketing and becoming the primary marketing strategy for businesses. Paid and earned media have emerged as two major social media marketing forms that are important in business development research. China has more social media users than any other country in the world and is housing platforms such as Weibo, WeChat or Xiaohongshu, thus with an ever-increasing demand for social interaction between a company and a customer, the search for the optimal marketing strategies in a hyper-competitive apparel market in China is in effect. With th
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Šaman, Matěj. "Produkce reklamní tvorby: Produkční společnost Funny Bunny Films a její tvorba." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-193079.

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This thesis discusses the advertising market in the Czech Republic and focuses on different kinds and forms of commercials and their market reach. It also brings the differences between film and advertising productions. The practical part is devoted to a particular production company and a description of circumstances that enabled it to become a recognized advertising production. Through interviews and participant observation brings the creation of three specific commercials. Finally, it describes the main aspects of successful advertising campaigns and the circumstances of its creation.
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Reichhard, Matthias. "European spirit, adaption to market economy and national identity in Poland and Ukraine : national culture and its influence on the European Integration, advertising and entrepreneurship /." Hamburg : Diplomica-Verl, 2008. http://d-nb.info/990466884/04.

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Dillingham, Lindsay Lyles. "Using Inoculation Messages to Protect “Stay in the Market” Beliefs during Financial Crises." UKnowledge, 2014. http://uknowledge.uky.edu/comm_etds/20.

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This paper focuses on the problem of collapsed “stay in the market” (SIM) beliefs during financial crises. The primary purpose of this investigation was to ascertain whether or not inoculation messages represent a viable communication strategy to preemptively protect SIM beliefs during forthcoming financial crises. Ancillary purposes of this study were to further investigate the role of print and video crises, explicit instructions regarding post-inoculation talk (PIT), and gain and loss frame inoculation messages on the inoculation process. This study used a between subjects factorial design
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Костовський, В. О. "Формування стратегій посилення ринкових позицій в підприємництві". Master's thesis, Сумський державний університет, 2018. http://essuir.sumdu.edu.ua/handle/123456789/70950.

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Мета кваліфікаційної роботи – вивчення стратегічної діяльності на підприємстві, ознайомлення з комплексом ринкових пропозицій, розглянути його роль в системі управління підприємством. Об’єкт дослідження – діяльність тренажерного центру «Strong». В першому розділі роботи розглядаються задачі та функції маркетингу на підприємстві; ринкові дослідження та сегментування ринку; Ринкова товарна політика та планування нових товарів; Ринкова цінова політика. В другому розділі роботи розглядаємо сутність комплексу ринкових пропозицій та його роль в системі управління підприємством; рин
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Wang, Kaidi. "The impact of advertisements: how female magazine readers in China perceive fashion magazine advertisements and white skin." Thesis, Kansas State University, 2017. http://hdl.handle.net/2097/38273.

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Master of Science<br>Department of Journalism and Mass Communications<br>Xiaochen A. Zhang<br>Most of the models in Chinese fashion magazine advertisements are Caucasian women today. White skin, as one of their Caucasian characteristics, is particularly emphasized. Millions of Chinese women are bombarded with the advertising’s message of “having white skin is beautiful” every day. My research suggests that this kind of adverting depicts white skin as a beauty ideal; the prevalence of Caucasian models in whitening products’ magazine advertisements constructs body-esteem, self-esteem, and purcha
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Du, Ruixue. "Intangible Assets Valuation in the Hospitality Industry." Diss., Virginia Tech, 2013. http://hdl.handle.net/10919/50577.

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Market value of firms and book value of firms are rarely the same. The difference, which is attributed to unrecorded or unrecognized intangible assets, has increased significantly since the 1970s. The issue of appropriately valuing these intangible assets, however, still remains unresolved. The purpose of this study is to address this lack of understanding of valuing intangible assets in the hospitality industry. Five intangible asset investments: Research and Development, Training, Advertising, Labor, Pension, and one business model, Franchising, are chosen as the valuation constructs in this
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Cerqueira, Cristina Cristino. "The determinantes of attitudes towards luxury : moderated by saving and luxury." Master's thesis, FEUC, 2015. http://hdl.handle.net/10316/30009.

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Dissertação de mestrado em Marketing, apresentada à Faculdade de Economia da Universidade de Coimbra, sob a orientação de Arnaldo Fernandes Matos Coelho.<br>The luxury segment is one of the fastest growing and most profitable segments, yet it is largely understudied. In order to maximize their potential, luxury brands must have a clear understanding of the attitudes and perceptions their potential clients have, especially how their marketing tactics affect the attitudes and purchase intention of the their potential buyers. The main objective of this thesis is to investigate the effects advert
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Girnius, Audrius. "Market share vs. market size effects of advertising : analysis of market structure /." 2003. http://gateway.proquest.com/openurl?url_ver=Z39.88-2004&res_dat=xri:pqdiss&rft_val_fmt=info:ofi/fmt:kev:mtx:dissertation&rft_dat=xri:pqdiss:3097106.

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Kalaswad, Anita Maria. "Developing effective communications messages to the Hispanic market : language and the bilingual market." Thesis, 2010. http://hdl.handle.net/2152/ETD-UT-2010-05-1397.

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Once considered a minority, Hispanics today are becoming a growing majority of the U.S. population. In fact, Hispanics have become the nation's largest minority group. The growth of the Hispanic market has numerous implications for marketing and communication decisions. Hispanics residing in the U.S. consume products and services on a daily basis. They buy groceries, appliances, event tickets and interact constantly with companies and their messages. Not only is it crucial for U.S. marketers to recognize how valuable this market is to them, but Hispanics are a multifaceted market that must be
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Chiou, Ting-Ya, and 邱亭亞. "Advertising in Competitive Market: How competitors’ advertising strategy affects individual sale revenue." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/79710679792693125446.

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碩士<br>國立臺灣大學<br>會計學研究所<br>103<br>Firms are willing to invest in advertising, because they believe advertising may create firm value. This concept is consistent with the result of Luo and Jong (2010) find that advertising indeed enhances firm value and that high-advertising portfolio can lead to higher returns and lower risk across the time periods. There are plenty of studies on associations between firm’s advertising and its own value performance, but still little research focuses on the relationship of competitors’ advertising strategy and firms’ performance. Thus, my study aims to examine h
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CHEN, CHEN-MING, and 陳振銘. "Market Structure, R&D and Advertising." Thesis, 2000. http://ndltd.ncl.edu.tw/handle/64573787786973118107.

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博士<br>東吳大學<br>經濟學系<br>88<br>This theoretical and empirical investigations of relationship between market structure and the firm’s incentive to R＆D and advertising. This focus on the effects of market structure on the relationship of R＆D and advertising. In the theoretical analysis, the paper finds that the relationship between R＆D and advertising bases on market structure. There are： 1. When the degree of industry competition is high, the relationship of R＆D and advertising is uncertain. 2. When the degree of industry competition is low or Cournot competition, the relatio
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Ngoc-Dang-Chau, Nguyen, and 阮玉燈珠. "Advertising Expenditure Announcement and Stock Market Reaction." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/60102724053958398993.

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碩士<br>國立成功大學<br>國際管理碩士在職專班<br>97<br>Advertising is pervasive. Nowadays, advertisers bombard us with appeals or reminders from the moment we wake up till the moment we fall asleep. Why have firms being spent so much on advertising? Of course it has impact on sales and firm’s profit, but does advertising spending really affect to investors’ perspective? And is it a weak force or strong force? Should firms spend on advertising as much as good? Answers to these questions are critically important because advertising plays an important role in our economy, society, and entrepreneurs, besides still t
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Liu, Shujie. "Advertising's Financial Market Outcomes." Thesis, 2021. http://hdl.handle.net/2440/129847.

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Using an adjusted Glosten-Milgrom model, I show that, theoretically, advertising can increase information asymmetry in the financial markets. Using high frequency intra-day tick data surrounding Super Bowl Commercials, I then show, empirically, that advertising positively affects informed trading and reduces information efficiency. Moreover, it has a negative impact on stock liquidity. Advertising changes the buy-sell imbalance of different trade size groups, generating more large sell orders, which indicates that institutional investors are net sellers. I also find that there is a decline in
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