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Journal articles on the topic 'Marketing; Advertising'

Author: Grafiati

Published: 4 June 2021

Last updated: 25 July 2025

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1

Yadav, Ajay Kumar. "Digital Advertising, Internet Advertising, Online Marketing, Web Advertising, Online Advertising, Internet Marketing, Web Marketing." International Journal For Academic Research and Development 3, no. 1 (2021): 21–37. https://doi.org/10.5281/zenodo.6640636.

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This piece of research work aims at understanding the preferred emerging media options used for marketing. In the Internet age many new methods used for product promotion and marketing. "Desk research" has been turned into "online research", now in the online, market research has become possible. Many Indian companies are using digital marketing for competitive advantage. Social Media has quickly gained prominence as it provides people with the opportunity to communicate and share posts and topics. The development of information technology, followed by the advancement of di

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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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Poltrack, David F., William Meyers, Thomas C. Kinnear, A. Jerome Jewler, and Michael Shudson. "Advertising/Marketing." Communication Booknotes 16, no. 1 (1985): 2–4. http://dx.doi.org/10.1080/10948008509488282.

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Agustrijanto, Agustrijanto. "STRATEGI KOMUNIKASI PERIKLANAN BELOW THE LINE (BTL) PT AGHNA (KREANOVA), BANDUNG DALAM MENJALANKAN BISNIS PRINT AD." JURNAL KOMUNIKATIO 8, no. 2 (2022): 78–95. http://dx.doi.org/10.30997/jk.v8i2.6711.

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Today the use of advertising in the below-the-line (BTL) media is a big question about the effectiveness and benefits, whether financial and branding corporate, because they are considered outdated, unfavorable, and does not represent the dynamics of digital advertising. On the other hand, digital advertising development has become a trend investor the essential advertising business seen as business advertising. This caused some parties to be sceptical of the company advertising classic BTL, significantly relying on below-the-line orders. Aghna (Kreanova) in Bandung is one of the company’s adv

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Smulyan, Susan. "Absence and the advertising historian." Journal of Historical Research in Marketing 8, no. 3 (2016): 473–80. http://dx.doi.org/10.1108/jhrm-05-2016-0011.

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Purpose The purpose of this paper is to examine the commonly held idea that American advertising agencies closely supervised their Australian counterparts during the globalization of advertising. Design/methodology/approach The author, a cultural historian based in the USA, searched American archives without finding evidence of the kind of oversight often associated with the Americanization of advertising. Findings The paper concludes that American advertisers paid less attention to Australian advertising than the other way around. In addition, Australian and American advertising industries ag

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Mandal, Pratap Chandra. "Socially-Responsible Target Marketing and Marketing Communications." International Journal of Social Ecology and Sustainable Development 13, no. 1 (2022): 1–16. http://dx.doi.org/10.4018/ijsesd.293247.

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Companies are in business to generate revenues and profits and achieve business excellence. Now-a-days, companies are becoming sensitive towards their social responsibilities of ensuring not only consumer welfare but also the welfare of all stakeholders including the society at large. Companies do target marketing and marketing communications to communicate about their offerings to target markets. They adopt socially responsible target marketing, marketing communications, and advertising campaigns. Various issues in advertising campaigns include deceptive advertising, and unethical practices i

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Busterna, John. "Advertising and Marketing." Communication Booknotes 18, no. 9-10 (1987): 91–92. http://dx.doi.org/10.1080/10948008709488201.

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Carver, Blake. "Marketing and Advertising." Journal of Business & Finance Librarianship 8, no. 3-4 (2003): 245–52. http://dx.doi.org/10.1300/j109v08n03_11.

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&NA;. "MARKETING AND ADVERTISING." Plastic and Reconstructive Surgery 82, no. 1 (1988): 202. http://dx.doi.org/10.1097/00006534-198807000-00061.

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&NA;. "MARKETING AND ADVERTISING." Plastic and Reconstructive Surgery 82, no. 1 (1988): 202. http://dx.doi.org/10.1097/00006534-198882010-00061.

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Beard, Fred, Brian Petrotta, and Ludwig Dischner. "A history of content marketing." Journal of Historical Research in Marketing 13, no. 2 (2021): 139–58. http://dx.doi.org/10.1108/jhrm-10-2020-0052.

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Purpose Contemporary practitioners of content marketing (CM) often suggest their discipline is an ancient one, yet mainly limit its origins to the custom-published magazines of the late 1800s. The purpose of this paper is to synthesize some of the many definitions of CM and to report the first scholarly history of its development and practice. Design/methodology/approach This study’s purposes led to the following research questions: To what extent were CM strategies and tactics used before the 20th century? How have the uses and characteristics of CM changed or remained the same over time? Sou

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Vivek Chaturvedi, Vivek Chaturvedi, and Dr Naval Singh Dr. Naval Singh. "The Influence of Social Media Marketing on Consumers Behavior." International Journal of Information Technology and Management 16, no. 1 (2024): 40–44. http://dx.doi.org/10.29070/jp4z2b17.

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Social media advertising's perceived utility, simplicity of use, entertainment, intrusiveness, andfrequency of use have been determined to be the most important elements influencing consumers'attitudes toward social media advertising, according to a new study. Customers' attitudes about socialmedia advertising are influenced by their perceptions of how easy it is to use. Consumers' attitudes towardsocial media advertising are influenced by factors such as perceived utility and intensity of social mediause, business reputation and incentives, perceived ad entertainment, perceived commercial int

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Li, Xiaofei. "Analysis of Nike's Advertising Marketing Strategy." Advances in Economics, Management and Political Sciences 27, no. 1 (2023): 163–68. http://dx.doi.org/10.54254/2754-1169/27/20231247.

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In the age of marketing's predominance, individuals should learn the fundamentals of corporate marketing and the vital components of effective marketing. The paper through a literature review approach, utilizes Nike's 2012 marketing advertisement as an example to discuss the fundamental marketing approaches and techniques incorporated in it. This study's significance is in analyzing and comprehending how to conduct good corporate marketing and how to design marketing strategies to reach sales objectives. Business marketing strategies enable organizations to outperform their competitors, and ma

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Fogel, Gyongyi K., and Lorinda F. Lewis. "Target Marketing and Ethics Brand Advertising and Marketing Campaigns." International Journal of Social Ecology and Sustainable Development 1, no. 4 (2010): 10–25. http://dx.doi.org/10.4018/jsesd.2010100102.

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Marketing to a targeted minority can provide a competitive advantage for an organization. However, there are ethical and legal concerns that must be carefully evaluated. Youth, children, and protected minorities, including women and the elderly, are a high target of advertising because of the increasing importance of these segments in making purchasing decisions. Recent population and demographic factors continue to impact marketing to address minority marketing issues with careful attention to ethics and social responsibility. This paper examines ethical concerns of advertising, the use of an

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Liu, Hongjie. "Strategies and effectiveness analysis of modern marketing methods: A comparative study based on influencer marketing and traditional advertising marketing." SHS Web of Conferences 207 (2024): 02008. https://doi.org/10.1051/shsconf/202420702008.

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This study examines the evolution of advertising from traditional media to social media platforms and analyzes how consumer engagement on different social media platforms impacts advertising effectiveness. Starting with advertising through print, then radio, TV, and later through digital channels, research traces back the historical development of advertising, focusing on unique characteristics of social media advertising. Through a comprehensive literature review of recent scholarly articles and industry reports, we investigate how platform-specific features and user experiences shape engagem

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Beard, Fred. "Forgotten classics: Motivation in Advertising, by Pierre Martineau (1957)." Journal of Historical Research in Marketing 8, no. 4 (2016): 585–94. http://dx.doi.org/10.1108/jhrm-05-2016-0012.

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Purpose The purpose of this paper is to review and summarize Pierre Martineau’s Motivation in Advertising and to assess its status as a valid forgotten classic of the marketing literature. Design/methodology/approach Motivation in Advertising is reviewed and summarized, and its contributions to marketing and advertising history, thought and practice are assessed. Findings Martineau was among a handful of figures behind the “motivation research” movement among marketers and advertisers during the late 1940s to the 1960s. His “new philosophy” regarding communication theory, persuasion and advert

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Tang, Jiayi. "Research Into New Media Marketing Strategy in Advertising." Journal of Education, Humanities and Social Sciences 28 (April 1, 2024): 709–14. http://dx.doi.org/10.54097/wm62wd89.

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Since the rise of new media, new media marketing has become a popular topic. Marketing strategies of new media marketing are relatively different compared to those of traditional media. This article will take advertisement as a representative of new media marketing actions, analyze several different categories of new media advertising actions and look into the business logic behind these actions. New media marketing is special in its graphic nature, real-time interaction with consumers, personalized recommendation system and the propagation of new media information. Then the article analyses f

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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 (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

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Shafiq, A., A. Haque, K. Abdullah, and M. T. Jan. "Beliefs about Islamic advertising: an exploratory study in Malaysia." Journal of Islamic Marketing 8, no. 3 (2017): 409–29. http://dx.doi.org/10.1108/jima-02-2015-0018.

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Purpose This paper aims to explore people’s beliefs towards Islamic advertising. Design/methodology/approach Being exploratory in nature, this paper applies qualitative method of research by adapting thought elicitation technique of data collection. This method rests in the projective techniques of data collection and is also known as “word association technique”. It allows free thinking of respondents that helps in generating rich data which is most required in qualitative studies. Findings Various beliefs regarding Islamic advertising were extracted and categorized into different dimensions.

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G., Anusha. "EFFECTIVENESS OF ONLINE ADVERTISING." International Journal of Research – Granthaalayah 4, no. 3 (Special Edition) (2017): 14–21. https://doi.org/10.5281/zenodo.848016.

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Advertising has come a long way today. More and more new medium is being explored each day to make a successful advertising campaign. Internet that has in recent times picked up as advertising medium has become the favorite of the advertiser in no time. Online advertisement, also called internet advertising uses the internet to deliver promotional marketing messages to consumers. It includes email marketing, search engine marketing, social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. This study reveals that the effectiveness of

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Markham, Scott, Rebecca Gatlin-Watts, and William Bounds. "Internet Advertising vs. Traditional Advertising." Journal of Promotion Management 6, no. 1-2 (2001): 3–17. http://dx.doi.org/10.1300/j057v06n01_02.

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22

Onalaja, Abiola Ebunoluwa, and Bisayo Oluwatosin Otokiti. "The Evolution of Digital Advertising in Africa: Emerging Trends, Key Challenges, and Business Opportunities." International Journal of Multidisciplinary Research and Growth Evaluation. 5, no. 1 (2024): 1595–608. https://doi.org/10.54660/.ijmrge.2024.5.1.1595-1608.

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Digital advertising in Africa has experienced rapid transformation, driven by increasing internet penetration, mobile connectivity, and evolving consumer behaviors. The rise of social media platforms, programmatic advertising, and artificial intelligence (AI)-driven marketing solutions has reshaped how businesses engage with audiences. This paper explores emerging trends, key challenges, and business opportunities in Africa’s digital advertising landscape. The study highlights several trends shaping digital advertising, including the dominance of mobile advertising, the increasing use of data

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Komarov, V. M., and M. A. Nikolaeva. "Internet marketing as a promising direction of marketing communications." Lizing (Leasing), no. 6 (December 25, 2023): 18–28. http://dx.doi.org/10.33920/vne-03-2306-03.

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The article discusses the issues related to conducting marketing activities on the Internet. The authors examine the approaches to conducting marketing activities on the Internet and highlight the main strategies for interaction between organizations based on digital platforms. The interaction of organizations with consumers on the Internet is considered within the framework of providing content, a system of customer relationships, as well as search and display advertising. The authors analyze the main models of payment for media advertising on the Internet and conclude that it is necessary to

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Caywood, Clarke L., and Ivan L. Preston. "The Continuing Debate on Political Advertising: Toward a Jeopardy Theory of Political Advertising as Regulated Speech." Journal of Public Policy & Marketing 8, no. 1 (1989): 204–26. http://dx.doi.org/10.1177/074391568900800114.

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The authors propose that political candidate advertising as a unique form of political speech is in jeopardy of losing its constitutional protection under the First Amendment. Despite the growth of political advertising as a political marketing technique and new legal freedoms for commercial advertising, the paper develops a “jeopardy theory” from seven socio-political variables which independently and cumulatively threaten political advertising's protected status.

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Atul, Kumar Mishra, and Rajesh Rathore DR. "A Research Paper on "Overview on Online Digital Marketing"." International Journal of Trend in Scientific Research and Development 2, no. 2 (2018): 1728–30. https://doi.org/10.31142/ijtsrd10770.

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Online marketing is the art and science of selling products and or services on digital networks such as the Internet and cellular phone networks. The strategies of appealing strategies to target your target market in online marketing arts will be researched and actually translated into online marketing mix. Online marketing is the science research and analysis that selects online marketing strategies to measure the success and use of online marketing strategies. Online marketing uses the internet to deliver promotional marketing messages to customers. It includes email marketing, search engine

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Zakia, Richard D., and Mihai Nadin. "Semiotics, advertising and marketing." Journal of Consumer Marketing 4, no. 2 (1987): 5–12. http://dx.doi.org/10.1108/eb008192a.

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Devi, Dr Anu. "Advertising and Marketing Design." INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 06 (2025): 1–9. https://doi.org/10.55041/ijsrem50050.

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Abstract: This abstract explores the critical intersection of advertising design and marketing, emphasizing how design choices impact brand perception, consumer engagement, and ultimately, purchasing decisions. It highlights the importance of visual communication, brand identity, and the influence of digital platforms in shaping effective marketing campaigns. The abstract also touches upon the role of advertising in conveying brand messaging, building trust, and fostering a memorable brand experience. Keywords: Advertising, marketing, branding, creative, graphic design, digital marketing, and

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Hosseini, Z., S. Mohammadi, and H. Safari. "An Assessment of the Impact of Information Technology on Marketing and Advertising." Engineering, Technology & Applied Science Research 8, no. 1 (2018): 2526–31. http://dx.doi.org/10.48084/etasr.1620.

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The present study aimed to evaluate the impact of Technology on Marketing and Advertising by using structural equations modeling. To do this, 200 marketing and information technology (IT) experts participated in the study. They answered questionnaires regarding IT, marketing mix and advertising. For data analysis, structural equations modeling using SMARTPLS were used. The results showed that the effect of IT on marketing mix and advertising was positive and significant. The effect of marketing mix on advertising was positive and significant. The indirect effect of IT on advertising via market

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Hosseini, Zohre, Sara Mohammadi, and Hoda Safari. "An Assessment of the Impact of Information Technology on Marketing and Advertising." Engineering, Technology & Applied Science Research 8, no. 1 (2018): 2526–31. https://doi.org/10.5281/zenodo.1207353.

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The present study aimed to evaluate the impact of Technology on Marketing and Advertising by using structural equations modeling. To do this, 200 marketing and information technology (IT) experts participated in the study. They answered questionnaires regarding IT, marketing mix and advertising. For data analysis, structural equations modeling using SMARTPLS were used. The results showed that the effect of IT on marketing mix and advertising was positive and significant. The effect of marketing mix on advertising was positive and significant. The indirect effect of IT on advertising via market

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ІВАНЕЧКО, Неля, та Михайло ОКОНСЬКИЙ. "РЕКЛАМНО-КОМУНІКАЦІЙНА ІНДУСТРІЯ УКРАЇНИ: ВПЛИВ ФАКТОРІВ МАКРОСЕРЕДОВИЩА". Herald of Khmelnytskyi National University. Economic sciences 324, № 6 (2024): 215–19. http://dx.doi.org/10.31891/2307-5740-2023-324-6-35.

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The article examines changes in the structure of the advertising market and its synergy with Digital. It was established that the structure of the advertising market, as of 2023, consists of four directions: media advertising, marketing services, digital advertising and PR market. In turn, media advertising includes: TV advertising (direct advertising, sponsorship); digital TV; advertising in the press (national, including sponsorship, regional, specialized); radio advertising (national, regional, sponsorship); OOH Media (outdoor advertising, transport advertising, DOOH, Indoor advertising); a

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Dimitrijević, Ljiljana, Marija Gojković, and Janez Kolar. "Covert marketing in films and series." Trendovi u poslovanju 12, no. 1 (2024): 136–41. http://dx.doi.org/10.5937/trendpos2401147d.

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Looking at the media, especially television, it is noticeable that marketing and advertising occupy an important segment. Organizations realize the importance of media advertising in order to promote their products and services. And while we are watching a movie or a favorite series, the advertising block and commercials do not bother us at all, and we use that time for other things. Although advertising represents an important segment of marketing, here we see its shortcomings. Modern business gives increasing commercial importance to covert marketing in films and series, and it is becoming a

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La Hope, Aditha Wahyuni, and Antasari Bandjar. "Strategi Harian Ambon Ekspres Dalam Memasarkan Ruang Iklan (Analisis Komunikasi Pemasaran)." Jurnal Ilmu Komunikasi Pattimura 2, no. 1 (2023): 384–90. http://dx.doi.org/10.30598/jikpvol2iss1pp384-390.

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This research is a qualitative descriptive study that aims to determine the marketing communication strategy applied by the Daily Ambon Ekspres in marketing its advertising space, including strategy analysis, marketing mix, and advertising space. The research was conducted at the Ambon Ekspres Daily Office in Ambon, Maluku. Primary data was collected through interviews with some informants involved in the advertising space marketing process. The informants are the Head of General Affairs and HR and the Head of Advertising and Promotion. The study result showed that the marketing communication

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Qiao, Shichao. "New Marketing Models in the Context of Digital Marketing." International Journal of Management Science Research 8, no. 1 (2025): 30–36. https://doi.org/10.53469/ijomsr.2025.08(01).05.

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Traditional marketing models have core problems such as insufficient customer insights and poor marketing efficiency. In the face of these challenges, this paper widely collects user behavior data from multiple channels such as social media, search engines, and e-commerce platforms, and conducts detailed cleaning and organization. On this basis, the Apriori algorithm is used to mine user data and build detailed user portraits. Based on the constructed user portraits, accurate advertising positioning and delivery are achieved. By matching user portraits with advertising content, ads can be accu

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Uzhanska, Tetiana. "Marketing Communications Decision Research." Integrated communications 14, no. 2 (2022): 38–47. http://dx.doi.org/10.28925/2524-2644.2022.2-14.7.

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The article outlines the specifics of research conducted to make effective decisions in marketing communications. The types and directions of marketing communications research are named. Among them are research related to market study, advertising product testing, ideas for a communicative message, evaluation of the effectiveness of an advertising or PR campaign, and media research. It is emphasized that it is necessary to conduct pre- and post-testing to evaluate the effectiveness of the advertising campaign. Evaluation studies can be conducted several times within the framework of an adverti

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Liu, Zong Jin, Yang Yang, Zheng Fang, and Yan Yan Xu. "A VARX Measurement of Advertising’s Spillover Effect across it Technology and Wireless Communication Technology." Applied Mechanics and Materials 303-306 (February 2013): 2015–21. http://dx.doi.org/10.4028/www.scientific.net/amm.303-306.2015.

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With the booming of wireless communication technology, there is an increasing adoption of mobile advertising. In mobile advertising fields, most spillover effect studies are cross-sectional analysis measuring only immediate effects, which might underestimate total magnitude in the long run. Complementary to these studies, we employ a company archival dataset to explore LBAs’ (Location Based Advertisings) and PUAs’ (Pop-up Advertisings) long term spillover effects in a mobile commerce context. Designed for promoting mobile movie sales, these two advertising channels generate data business sales

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Opree, Suzanna J., Moniek Buijzen, and Eva A. van Reijmersdal. "The impact of advertising on children’s psychological wellbeing and life satisfaction." European Journal of Marketing 50, no. 11 (2016): 1975–92. http://dx.doi.org/10.1108/ejm-06-2015-0393.

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Purpose It is generally believed that children’s advertising exposure decreases life satisfaction. This paper aims to investigate whether and how it does by examining the relation between advertising exposure and life satisfaction (Aim 1), as well as the mediating roles of psychological wellbeing (Aim 2) and its underlying dimensions (Aim 3). Design/methodology/approach Three-wave panel data were collected among 1,133 8-12-year-olds. Psychological wellbeing was measured overall and per dimension (i.e. environmental mastery, personal growth, purpose in life, self-acceptance, autonomy and positi

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

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Advertising has come a long way today. More and more new medium is being explored each day to make a successful advertising campaign. Internet that has in recent times picked up as advertising medium has become the favorite of the advertiser in no time. Online advertisement, also called internet advertising uses the internet to deliver promotional marketing messages to consumers. It includes email marketing, search engine marketing, social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. This study reveals that the effectiveness of

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Hess, Brooklyn, and Barbara J. Phillips. "Exploring Advertising Equity in Fashion Advertising." Journal of Current Issues & Research in Advertising 39, no. 2 (2018): 192–205. http://dx.doi.org/10.1080/10641734.2018.1428251.

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Farooq, Samiya, and Adeel Maqbool. "Advertising as An Influencing Factor on Consumer Behavior." Revista de Gestão Social e Ambiental 18, no. 9 (2024): e06587. http://dx.doi.org/10.24857/rgsa.v18n9-076.

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Objectives: The objective of this study is to examine the role of advertising as a management strategy in contemporary business environments. It aims to explore how advertising interacts with customers and influences both internal and external organizational processes and activities. Additionally, the study seeks to address misconceptions surrounding advertising's purpose and societal impact, particularly regarding its perceived manipulation of consumers for monetary gain. Methods: This study employs a qualitative approach to investigate the role of advertising in modern business practices. It

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Shilpa, Shivanand Jadimath, and Jitendra Sheetlani Dr. "Impact of Digital Marketing on Business Scenario." Journal of Management Commerce Engineering and IT (JMCEI) 1, no. 1 (2022): 1–4. https://doi.org/10.5281/zenodo.7081556.

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Abstract: Digital advertising and marketing is the issue of advertising that utilizes web and on-line based totally digital applied sciences such as computing device computers, cell telephones and other digital media and systems to promote products and services. Its development at some point of the 1990s and 2000s modified the way brands and organizations use technology for marketing. As digital structures grew to become an increasing number of included into advertising and marketing plans and day- to-day life, and as humans increasingly use digital devices as an alternative of visiting bodily

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Xu, Yan Yan, Yan Wu Zhao, Zheng Fang, and Yan Dong Ren. "Mobile Adverting: The New Promising Marketing Channel." Advanced Materials Research 774-776 (September 2013): 1987–90. http://dx.doi.org/10.4028/www.scientific.net/amr.774-776.1987.

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As the repaid development mobile phone and mobile internet, the mobile phone is considered as the import interface between brands and consumers by managers. Mobile advertising, Mobile advertising, which is defined as any form of marketing, advertising or sales promotion activity aimed at consumers and conducted over a mobile channel, is becoming the new promising marketing channel. Mobile advertising is getting more and more sophisticated. Thus, how to apply mobile advertising to increase advertising effect is an important challenge for CMOs. To help the CMO to understand the mobile advertisin

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Lutsenko, Oleksandra, and Kateryna Tsymbaliuk. "ANALYSIS OF THE USE OF PROJECT MANAGEMENT TOOLS BY UKRAINIAN COMPANIES." HERALD OF KHMELNYTSKYI NATIONAL UNIVERSITY 300, no. 6 (2021): 288–93. http://dx.doi.org/10.31891/2307-5740-2021-300-6-44.

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The article defines the essence of Internet advertising, analyzes the current state and volume of Internet advertising in comparison with other types of media advertising; the essence and types of Internet promotion, application of Internet promotion tools are considered and their comparison is made. The main indicators of the Internet advertising market in Ukraine are analyzed and the most popular types of online advertising are identified. The main tasks of Internet advertising as an important tool of marketing strategy for any activity are revealed. The classification of advertising on the

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Adawiyah Sis, Atika Robiatun, and Albari ,. "PENGUKURAN EFEKTIFITAS PENGIKLANAN LINGKUNGAN MELALUI IKLAN TELEVISI (PENDEKATAN MODEL AIDA)." KINERJA 19, no. 1 (2017): 16. http://dx.doi.org/10.24002/kinerja.v19i1.531.

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Advertising can no longer be simply regarded as one type of marketing communications but it shouldÂ be packaged as one seed strategy in the context of the overall marketing strategy. In the development of theterm advertising or advertising green environment, it is stated as a strategy that tries to create a culture andÂ identity of the consumers who care about the environment. This study measures the environmental importanceof advertising that is linked to the purpose of advertising itself based on AIDA approach. The study is conductedÂ with the involvement of consumers who have seen a particu

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Schorman, Rob. "Claude Hopkins, Earnest Calkins, Bissell Carpet Sweepers and the Birth of Modern Advertising." Journal of the Gilded Age and Progressive Era 7, no. 2 (2008): 181–219. http://dx.doi.org/10.1017/s1537781400001869.

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This study of the lives and careers of Claude C. Hopkins and Earnest Elmo Calkins from their boyhood experiences with periodical advertising in the 1870s though their professional contributions to the field at the turn of the century provides a ground-level view of modern advertising's emergence. Among other things, it shows that certain marketing concepts emerged earlier than is often assumed and that these concepts were often developed independent of major advertising agencies and far from the urban centers of advertising production. Calkins and Hopkins had very different philosophies of mar

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Li, Tongfei. "AI Empowered Personalized Digital Advertising Marketing." Frontiers in Business, Economics and Management 15, no. 2 (2024): 439–42. http://dx.doi.org/10.54097/k0wjgk28.

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In the digital era, the extensive application of artificial intelligence (AI) is leading the new trend in digital advertising marketing. This paper aims to deeply explore how AI empowers personalized advertising marketing by analyzing big data and intelligent algorithms to achieve more precise and targeted advertising dissemination. The paper discusses AI's applications in user behavior analysis, recommendation systems, market trend prediction, and how these technologies shape the future of digital advertising marketing. Moreover, it addresses the various challenges AI might face in enhancing

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Marjona, Bobomurodova. "MARKETING STRATEGIES." European International Journal of Multidisciplinary Research and Management Studies 4, no. 12 (2024): 81–86. https://doi.org/10.55640/eijmrms-04-12-15.

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This article examines the importance of marketing strategies in the sales process. By analyzing recent research and strategies that date back to 1929, it shows how marketing strategies contribute to improving product quality and increasing sales. The study emphasizes the need to use marketing strategies in every sales process. The basis of marketing strategies is always the same, but the principle of operation changes every year. Last year, the number 999 worked when setting prices, this year the number 777 works. In terms of advertising, the usual opening ceremony worked a few years ago, but

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Dolgopolov, R. G., and K. O. Sapinskaya. "TEHNOLOGY VIRTUAL MARKETING." Scientific bulletin of the Southern Institute of Management, no. 4 (December 30, 2016): 81–84. http://dx.doi.org/10.31775/2305-3100-2016-4-81-84.

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In the article the author considers the features and benefits of virtual marketing compared to traditional marketing. Explores the techniques of virtual marketing: promotion of products on the Internet, advertising in social networks, the use of technology search engine optimization, electronic commerce, holding quizzes and competitions on the Internet, presentation of advertising information in the form of games.

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CHUKIN, Iliya, Nataliia GERASYMCHUK, and Yanina LISUN. "TRENDS OF THE ADVERTISING AND COMMUNICATION MARKET OF UKRAINE AND PROMOTION OF THE ADVERTISING AGENCY BRAND IN THE SOCIAL MEDIA." Humanities and Social Sciences quarterly 29, no. 3 (2022): 17–34. http://dx.doi.org/10.7862/rz.2022.hss.16.

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In this article, authors analyzed the main indicators of the Ukrainian advertising media market functioning between 2017–2022. Particular attention was paid to the segment of the media marketing known as Digital Advertising, as well as to other market sectors, including: PR-market and marketing services, trade marketing, loyalty marketing, consumer marketing, event marketing and sponsorship, and non-standard communications. The authors analyzed the activities of five advertising agencies for their efficiency ratings as creative agencies between the years 2019–2021. A comparative analysis of ad

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Wei, Yiling, and Haidong Zhao. "Marketing Strategy of Commercial Micro-Movie Advertising: A Case Study of Laodu." Advances in Economics, Management and Political Sciences 23, no. 1 (2023): 302–7. http://dx.doi.org/10.54254/2754-1169/23/20230392.

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With the development of new media and the change in consumer taste, consumers' interest in traditional advertising has decreased. The form of advertising has undergone tremendous changes. This paper highlights the importance of Micro-Movie in contemporary advertising and marketing and presents a case study of the marketing strategy used in LaoDu. Combining cinematic techniques and advertising campaigns, micro-movie advertising provides a condensed but powerful storytelling experience that can evoke emotional resonance and build brand image. However, only some companies can succeed with micro-m

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