Relevant bibliographies by topics / Promotional advertising

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

Academic literature on the topic 'Promotional advertising'

Author: Grafiati
Published: 4 June 2021
Last updated: 8 February 2022

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Journal articles on the topic "Promotional advertising"

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Mulhern, Francis J., and Robert P. Leone. "Retail promotional advertising." Journal of Business Research 21, no. 3 (November 1990): 179–94. http://dx.doi.org/10.1016/0148-2963(90)90027-b.

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Saputra, Sartono Maya, and Retno Ibut Utami. "PENGARUH BIAYA PROMOSI TERHADAP PENDAPATAN JASA “NAKAMURA HOLISTIC THERAPY” DI SURAKARTA." ProBank 2, no. 2 (August 19, 2017): 36–47. http://dx.doi.org/10.36587/probank.v2i2.183.

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Promotion and communication are summarized in the promotional mix that contains a combination of the best strategy of the variable cost of advertising, the cost of personal selling and sales promotion costs, all of which are planned to achieve the objectives of the sales program: increasing service revenues in order to increase as well jumlahl aba obtained. this study aims to determine the effect of promotional costs consist of: the cost of advertising, sellling personal cost, and cost of sales promotions on services revenue. The data used in this research is data based on time series (time series). This research is explanatory research, ie research that explains the causal relationship between research variables through hypothesis testing. The analytical tool used in this research is multiple linear regression analysis. The study shows that the variable cost of advertising and sales promotion variable is not significant positive effect on service revenues. While the cost of personal selling significant negative effect on service revenues. Advertising, personal selling, and sales promotion together a significant effect on service revenues.Keywords: Advertising Costs, Fees Personal sellling, Cost of Sales Promotion, Revenue Services
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Saputra, Sartono Maya, and Retno Ibut Utami. "PENGARUH BIAYA PROMOSI TERHADAP PENDAPATAN JASA “NAKAMURA HOLISTIC THERAPY” DI SURAKARTA." ProBank 2, no. 2 (August 19, 2017): 36–47. http://dx.doi.org/10.36587/probank.v2i2.183.

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Promotion and communication are summarized in the promotional mix that contains a combination of the best strategy of the variable cost of advertising, the cost of personal selling and sales promotion costs, all of which are planned to achieve the objectives of the sales program: increasing service revenues in order to increase as well jumlahl aba obtained. this study aims to determine the effect of promotional costs consist of: the cost of advertising, sellling personal cost, and cost of sales promotions on services revenue. The data used in this research is data based on time series (time series). This research is explanatory research, ie research that explains the causal relationship between research variables through hypothesis testing. The analytical tool used in this research is multiple linear regression analysis. The study shows that the variable cost of advertising and sales promotion variable is not significant positive effect on service revenues. While the cost of personal selling significant negative effect on service revenues. Advertising, personal selling, and sales promotion together a significant effect on service revenues.Keywords: Advertising Costs, Fees Personal sellling, Cost of Sales Promotion, Revenue Services
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Trisna, Ida Ayu Trisna Wijayanthi, and Ida Bagus Amerta Kusuma. "ANALISIS BIAYA BAURAN PROMOSI TERHADAP PENDAPATAN KAMAR DI GRAND MIRAGE RESORT & THALASSO BALI." Warmadewa Management and Business Journal (WMBJ) 3, no. 1 (February 28, 2021): 20–31. http://dx.doi.org/10.22225/wmbj.3.1.2021.20-31.

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Promotion is a strategy used to introduce products or services that are owned in order to increase room revenue in hotels. Grand Mirage Resort & Thalasso Bali carries out promotional activities by means of advertising, personal selling and sales promotion. However, in reality the cost of the promotional mix and room income do not go hand in hand, so the main point of this research is how the effect of the promotional mix costs on room income at Grand Mirage Resort & Thalasso Bali and the purpose of this study is to find out how the effect of the promotional mix costs in the form of advertising costs, personal costs selling and sales promotion costs to room revenue at Grand Mirage Resort & Thalasso Bali. The data analysis technique used in this research uses descriptive quantitative analysis techniques through classical assumption analysis methods, multiple regression analysis, t test, f test and the coefficient of determination. The results of the t test indicate that partially the advertising cost variable has a significant effect on room income. Based on the F test, advertising costs, personal selling costs, and sales promotion costs simultaneously have a significant effect on room revenue. Based on the results of the analysis, the variable advertising costs, personal selling costs, and sales promotion costs, the advertising cost variable that has the most dominant influence on room income at Grand Mirage Resort & Thalasso Bali.
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Peattie, Sue. "The Use of Sales Promotion Competitions in Social Marketing." Social Marketing Quarterly 5, no. 1 (March 1999): 22–33. http://dx.doi.org/10.1080/15245004.1999.9961034.

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It has been suggested that many social marketing campaigns fail because they assign advertising the primary role and fail to develop and use all of the available marketing mix tools. In addition, social advertising has to compete for the public's attention with increasingly costly and sophisticated commercial marketing campaigns. This has led to a growing interest in sates promotion techniques for social marketing. Despite the increasing use of sales promotion techniques in the commercial sector, they have never received the academic scrutiny given to advertising. These techniques have traditionally been “bundled” together, with the research conducted being dominated by value-increasing promotions (those which alter the product/price “deal”) involving money-off, coupons or “x % extra for free.” These promotional techniques are the least appropriate for social marketing campaigns, which rarely involve either a tangible product or an economic price. Value adding campaigns (those which introduce benefits not directly connected to the core product or its price) such as promotional competitions (also known as contests and sweepstakes) or give-aways, are the most suitable for social campaigns but the least well understood in terms of research. This paper discusses alternative “below-the-line” promotional tools and demonstrates how promotional competitions - in particular - can help with the distinctive communication challenges faring social marketers. Experience and research from the commercial sector is used to suggest guidelines for planning competitions.
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Mela, Carl F., Sunil Gupta, and Donald R. Lehmann. "The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice." Journal of Marketing Research 34, no. 2 (May 1997): 248–61. http://dx.doi.org/10.1177/002224379703400205.

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The authors examine the long-term effects of promotion and advertising on consumers’ brand choice behavior. They use 8 1/4 years of panel data for a frequently purchased packaged good to address two questions: (1) Do consumers’ responses to marketing mix variables, such as price, change over a long period of time? (2) If yes, are these changes associated with changes in manufacturers’ advertising and retailers’ promotional policies? Using these results, the authors draw implications for manufacturers’ pricing, advertising, and promotion policies. The authors use a two-stage approach, which permits them to assess the medium-term (quarterly) effects of advertising and promotion as well as their long-term (i.e., over an infinite horizon) effects. Their results are consistent with the hypotheses that consumers become more price and promotion sensitive over time because of reduced advertising and increased promotions.
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Manan, Rustam Hakim. "ANALISIS TERHADAP TINGKAT REVENUE PERUSAHAAN PRODUSEN TANAMAN HIAS TERHADAP PENGELUARAN BIAYA PROMOSI SEBAGAI BAGIAN DARI SISTEM PENJUALAN PRODUKNYA." PENELITIAN DAN KARYA ILMIAH 1, no. 1 (May 30, 2016): 57. http://dx.doi.org/10.25105/pdk.v1i1.432.

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Enterprises producers of ornamental plants mostly in the form of UKM that has not been touched by the thought of utilizing advertising as a means of promotion merchandise. A phenomenon that perceives that the cost of advertising spending for the promotion, will bring revenue burden for entrepreneurs producers of ornamental plants. Therefore, the author tries to see how the level of income of a company producer of the promotional expenses. Data obtained books adapted by Carter Hill, William Griffiths, George Judge, in the book Undergraduate Econometrics, John Willey & Sons Inc., New York, 1988. The data are taken as many as 15 pieces with variable between the levels of income/revenue expenditure promotional costs. That is the level of income is influenced by promotional expenses. Thus the dependent variable (Y) is the income and promotion expenses (X). This paper will attempt to provide an analysis of the level of revenue company producers of ornamental plants against promotion expenses as part of the system sales of its products. The assumption is estimated that revenue will increase when enlarged promotional expenses. The purpose of the description in this paper is to discuss the hypothesis of economic phenomena, especially on the behavior and function of the company's revenue with the cost of sale (in this case the cost of advertising). The methodology used is through the approach of econometrics at the company's plant landscaping and regression analysis (linear) with SPSS method. From the discussion, we concluded among other things, income / revenue are highly dependent on spending promotional / advertising. Therefore if the company will still generate the maximum benefit it is necessary expenses advertising costs.
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Czaplewski, Andrew J., and Eric M. Olson. "Adaptive Strategies of Tobacco Firms Subsequent to the 1998 Master Settlement Agreement: An Examination of Emergent Tobacco Promotional Mix Efforts." Social Marketing Quarterly 9, no. 1 (March 2003): 3–17. http://dx.doi.org/10.1080/15245000309104.

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This article uses the promotional mix framework to examine tobacco promotional efforts in five distinct categories: advertising, sales promotion, direct marketing, personal selling, and public relations. We specifically explore how tobacco companies are adapting their promotional efforts in each category subsequent to the 1998 Master Settlement Agreement (MSA) among the five largest tobacco companies and 46 states. We utilize primarily marketing popular press literature and a comparison between 1998 and 1999 tobacco promotional expenditures to provide a comprehensive picture of emergent tobacco promotional efforts in response to the new restrictions. Numerous adaptations within each category are examined. In particular, substantial new expenditures in the areas of trade-oriented sales promotions, direct marketing, and public relations activities are revealed. Specific tactics being used in each of the five promotional mix categories are discussed.
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Carpenter, Marie, and Patrick Luciano. "Emerging market orientation: advertising and promotion in the French telecommunications sector: 1952-2002." Journal of Historical Research in Marketing 13, no. 2 (July 10, 2021): 112–38. http://dx.doi.org/10.1108/jhrm-07-2020-0026.

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Purpose The purpose of this paper is to analyze the level and forms of advertising in the French telecommunications sector between 1952 and 2002 in order to understand the transformation of the leading organization in the sector and its succesful adoption of increasingly sophisticated practices. The context of increased market orientation is examined to investigate how such practices emerge. Design/methodology/approach Extensive historical study of primary source material and secondary sources was conducted to develop acomparison of three eras. For each era, major changes in relation to advertising and promotional practices are identified along with key contextual elements to understand the relative importance of internal or external influences on the adoption of market-oriented practices. Findings Initially, advertising and promotional practices studied were introduced gradually within the state-run organization (1952–1973). They subsequently became increasingly important and systematic (1974–1985) before finally becoming those of a modern organization (1986–2002) in the competitive sphere. In addition to single institutional messages aimed at either consumer or business markets, more abstract forms of communication were used over time and publicity was increasingly targeted at different segments.The French telecommunications sector was aware of the necessity to engage in advertising and promotional activities prior to the existence of competition in its main consumer market. Adoption of such customer-oriented practices was more pronounced initially in the business segment. Advertising and promotional activities to consumers became increasingly significant as the administration modernized and developed innovative services. This growth in promotion and in its sophistication accelerated within the new competitive environment following deregulation and, in particular, with the growth of the mobile sector. Both the external environment and internal organizational transformations thus need to be taken into account when analyzing growing adoption of advertising and promotion. Originality/value This systematic study of the introduction of advertising and promotional practices in the French telecommunications sector highlights how public organizations can introduce practices linked to market orientation. In the organization studied, the fact that increased advertising and promotional activity was driven by organizational transformation in the second of the three eras studied indicates the importance of investigating internal influences and external factors such as competition.
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Heltai, Pál. "Translating promotional and advertising texts." Across Languages and Cultures 15, no. 2 (December 2014): 313–16. http://dx.doi.org/10.1556/acr.15.2014.2.9.

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Dissertations / Theses on the topic "Promotional advertising"

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Baardman, Lennart. "Analytics in promotional pricing and advertising." Thesis, Massachusetts Institute of Technology, 2019. https://hdl.handle.net/1721.1/122389.

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This electronic version was submitted by the student author. The certified thesis is available in the Institute Archives and Special Collections.
Thesis: Ph. D., Massachusetts Institute of Technology, Sloan School of Management, Operations Research Center, 2019
Cataloged from student-submitted PDF version of thesis.
Includes bibliographical references (pages 191-198).
Big data and the internet are shifting the paradigm in promotional pricing and advertising. The amount of readily available data from both point-of-sale systems and web cookies has grown, enabling a shift from qualitative design to quantitative tools. In this work, we address how firms can utilize the power of analytics to maximize profits in both their offline and online channels. First, we consider an online setting, in which an advertiser can target ads to the customer in question. The goal of the advertiser is to determine how to target the right audience with their ads. We study this problem as a Multi-Armed Bandit problem with periodic budgets, and develop an Optimistic-Robust Learning algorithm with bounded expected regret. Practically, simulations on synthetic and real-world ad data show that the algorithm reduces regret by at least 10-20% compared to benchmarks.
Second, we consider an offline setting, in which a retailer can boost profits through the use of promotion vehicles such as flyers and commercials. The goal of the retailer is to decide how to schedule the right promotion vehicles for their products. We model the problem as a non-linear bipartite matching-type problem, and develop provably-good algorithms: a greedy algorithm and an approximate integer program of polynomial size. From a practical perspective, we test our methods on actual data and show potential profit increases of 2-9%. Third, we explore a supply chain setting, in which a supplier offers vendor funds to a retailer who promotionally prices the product to the customer. Vendor funds are trade deals in which a supplier offers a retailer a short-term discount on a specific product, encouraging the retailer to discount the product.
We model the problem as a bilevel optimization model and show that a pass-through constrained vendor fund mitigates forward-buying and coordinates the supply chain on the short term. Finally, we present a pilot study on the impact of promotional pricing on retail profits. We assess the potential impact of our promotion planning tool on historical data from a large retailer. Our results suggest a 9.94% profit improvement for the retailer.
by Lennart Baardman.
Ph. D.
Ph.D. Massachusetts Institute of Technology, Sloan School of Management, Operations Research Center
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Rajanna, Kanchen. "Promotional program for the Center for Graphic Design History /." Online version of thesis, 1991. http://hdl.handle.net/1850/11286.

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Andersson, Philip, and Kristiana Malinova. "Promotional Products : A quantitative study about which promotional product are thebest to be used in general and specific industries." Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-19365.

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Title: Promotional Products - A quantitative study about which promotional product are thebest to be used in general and specific industries Authors: Philip Andersson and Kristiana Malinova Supervisor: Jean-Charles Languilaire Examiner: Christine Tidåsen End seminar: 2012-06-04 Level: Bachelor Dissertation in Marketing, 15 Swedish credits, Spring 2012 Key words: promotional products, promotional items, promotional gifts, product advertising,promotion, promotion methods and swag. Question:“Which are the best promotional products to be used by companies in general andin specific industries?” Purpose: The purpose of this study is to describe and analyze the use and the importance ofpromotional products for companies. What we want to achieve with this study is to find outwhich promotional product is the best in general and in specific industries. We will explorethe power of promotional items and how to achieve the best results when it comes to savingtime and money. Theoretical framework: The theoretical framework includes theories regarding whatcompanies need to consider when choosing to use promotional products. The theories whichare used are based to on the four hypotheses which we have chosen to analyze. Methodology and Method: This dissertation is a quantitative study with a deductive andextensive approach. Empirical framework: The empirical framework present findings and statistics of theresearch. Analysis: The four hypotheses are analyzed and critical examined. Conclusion: If companies learn how use promotional products they will gain a greatadvantage on the market. The type of the industry is of great importance when it comes tochoosing the right promotional products.
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Jones, David Blodgett. "Directiveness in promotional communications." Diss., Virginia Polytechnic Institute and State University, 1987. http://hdl.handle.net/10919/77808.

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The style of a communication may influence a receiver's responses as well as the message's factual, informational content. The degree to which a promotional communication attempts to control a receiver's responses can be defined as a relational and therefore a stylistic variable. This dissertation operationalizes a stylistic variable, directiveness, as the degree to which a persuasive communication instructs the receiver how to respond in terms of action, attitudes and beliefs. Directive messages attempt to limit the receiver's responses while less directive or suggestive messages encourage the reader to make up his or her own mind. Using Attribution Theory and the Cognitive Processing Model as theoretical bases, experimental hypotheses were tested involving the impact of directive versus suggestive messages on receiver responses to one-sided and two-sided communications and high and low involvement topics. Directiveness was found to have significant impact on receiver responses depending on the receiver's level of involvement. The main implication of this research is that how a persuasive communication is worded may influence a receiver's responses to what informational content is presented.
Ph. D.
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Thomas, Mark P. "Schuylkill County Community Chorus promotional video." Instructions for remote access. Click here to access this electronic resource. Access available to Kutztown University faculty, staff, and students only, 1989. http://www.kutztown.edu/library/services/remote_access.asp.

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Thesis (M.S.)--Kutztown University, 1989.
Source: Masters Abstracts International, Volume: 45-06, page: 2722. Abstract follows appendices. Typescript. Includes bibliographical references (leaves 50-51).
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Smith, Martin Williamson. "Fantasy game-product congruence : an exploration of game advertising and UK gamer attitudes towards around-game advertising through promotional merchandise." Thesis, University of the West of Scotland, 2015. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.714649.

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Ho, Hong Wai. "The discourse of gaming : a critical discourse analysis of casino promotional materials in Macau." Thesis, University of Macau, 2010. http://umaclib3.umac.mo/record=b2456334.

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Marvell, Alan D. "The construction of suburban residential identity in developers' promotional material : with specific reference to North Swindon." Thesis, University of Gloucestershire, 2016. http://eprints.glos.ac.uk/4175/.

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This thesis identifies the multiple meanings of the contemporary suburb by exploring the construction of suburban residential identities through an analysis of developers’ promotional literature. Special reference is made to a large housing development in North Swindon, which was regarded as Britain’s biggest housing scheme when construction first began in 1994 (Webb, 1994; Boddy et al., 1997; Marvell, 2004). Home to over 30,000 people, the final parts of the development are still awaiting completion at the time of writing. Using an approach inspired by Roland Barthes (1972; 1977), this thesis uncovers the multiple meanings of the contemporary suburb in terms of how it is portrayed by housing developers. Interviews with representatives from various housing developers, town planners and architects have helped to identify the process of brochure production and the representation of suburban identities. The findings suggest that meanings within the suburb are not static and change over time. The meanings are largely derived from a rural idyll, yet the constructed form is sub-urban rather than sub-rural. Interestingly, the terms ‘suburban’ or ‘suburb’ do not feature in any of the promotional material sampled. This thesis deconstructs the material using both text and image. Whilst some meanings coexist between text and image there are noticeable differences which are consistent with studies using applied social semiotics (Hodge and Kress, 1988; Kress and van Leeuwen, 2006). This thesis provides a contribution to knowledge because no recent studies have been published on this area of study since Eyles (1987) and Gold and Gold (1990). A deconstruction of text and image has reduced the promotional material to eight superordinate headings that reflect the importance of community, environment, family, heritage, financial incentives, lifestyle, location and design. The methodological approach developed in this thesis has the potential to be applied more widely to suburban developments in North America, Europe and Australia, which suggests that this research can contribute to a wider understanding of suburban form. This thesis widens the debate amongst policy makers, planners and government at both local and national level regarding the contemporary identity of the suburb. It defines what is being constructed today in preparation for tomorrow.
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Barry, Benjamin. "A dream we can believe in : a cross-cultural analysis of consumers' responses to models and promotional copy in fashion advertising." Thesis, University of Cambridge, 2012. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.610449.

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Browne, Jennifer Michelle. "Advertising and the Internet : a study of agency-client expectations of the Internet as a promotional tool." Queensland University of Technology, 2006. http://eprints.qut.edu.au/16431/.

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Undoubtedly one of the most significant developments to affect marketing worldwide in the 21st century has been the development of the Internet. As a communication tool the Internet is emerging as a new challenge to mass media advertising. As a result advertising agencies need to readdress their techniques, services and agency structure. Additionally, the shape and form of the traditional advertising agency will need to change along with the adoption and usage of this new interactive media channel. Agencies are now being forced to consider broadening their service offerings to clients. Apart from widening their service offerings, advertising agencies are being driven to invest in building and sustaining valuable client relationships to establish client loyalty, with profit and a healthy bottom-line being the ultimate objectives. Bush, Bush and Harris (1998) point out however, that whilst a growing number of companies are interested in developing an online presence, significant confusion remains about what this new medium will offer stakeholders in the advertising industry. The study undertaken in this thesis explores the relationship between two influential stakeholders in the advertising industry - advertising agencies and their clients. To explore this relationship, the study modified Parasuraman, Zeithamal and Berry's (1988) SERVQUAL model to explore whether gaps exist between agency-client expectations of the value of the Internet as a promotional tool. The SERVQUAL model, which was designed for measuring gaps between service expectations and perceptions, was adapted for use in the business-to-business environment (B2B). In the marketing literature there is little evidence of B2B research in relation to agency-client relationships, nor has there been significant scholarly work exploring the effect of the introduction of the Internet as a promotional tool on the agency-client relationship. The research undertaken in this study aims to respond to this gap in the marketing literature by addressing the broad research question: "How will the introduction of the Internet as a promotional tool impact agency-client relationships?" Undertaking a review of agency-client expectations of the value of the Internet will ascertain whether gaps exist between agency and client expectations of the value of the Internet as a promotional tool. The discovery of gaps in the agency-client relationship in relation to Internet perceptions will indicate potential opportunities and challenges that need to be addressed by advertising agencies interested in extending their advertising services to embrace the Internet as a promotional tool. A major assumption in this inquiry was that gaps would exist between agency and client perceptions of Internet value. In particular, that advertising agencies would perceive the Internet to be a more valuable promotional tool than their clients. This assumption was informed from mass media and industry press, which indicated that advertising agencies were embracing new advertising creative in website design and strategic marketing activities using interactive media such as newsgroups and email to reach customers. However, the research of Bush et al. (1998) and Ducoffe (1996) suggests that little is known about the value of these Internet-based activities. Such thinking raises questions, such as: are advertisers feeling compelled to jump on the Internet bandwagon because of its popularity, or are businesses' desires to use Internet advertising a manifestation of Internet hype? To begin to answer these questions advertising industry stakeholders need to identify whether gaps do exist between agency and client perceptions of the value of the Internet as a promotional tool. The existence of such gaps could lead to tension in the agency-client relationship, which may ultimately mean a loss of client accounts for the advertising agency. Identifying and remedying such gaps could therefore aid in ensuring long-term and profitable working relationships with the agency's clients. To undertake this advertising industry research and respond to the research questions in this study an international advertising agency network, made up of 206 offices in 90 countries and a selection of their clients, were recruited to participate in the study. A two stage survey method approach was adopted because it was a time-efficient and affordable method for collecting detailed information from a dispersed network of professionals. The survey tool was a web-based questionnaire which was firstly submitted to a selection of advertising agencies within the international agency network. On completion of the questionnaire, agencies were asked to provide contact details for their top three billing clients. The second stage of the survey research involved the submission of a client questionnaire to the client contacts provided by the advertising agency. Both questionnaires used a modified SERVQUAL multi-item scale to measure service expectations. Discrete agency and client questions were also included in the respective questionnaires to situate the SERVQUAL analysis within the context of Internet usage, value perceptions and organisational characteristics (e.g. agency size, advertising spend, experience in using interactive media). The major finding of this study is that within the international advertising agency network there were no significant gaps in agency-client expectations concerning the value of the Internet as a promotional tool. Whilst several statistical analyses were undertaken, including bivariate and multivariate techniques such as Pearson's Chi-Square cross-tabulations, independent t-tests and ANOVAs, no statistically significant results are reported. In fact, it was found that advertising agencies and clients have similar expectations of the value of the Internet as a promotional tool. Gaps actually exist in relation to the clients who use the Internet as a promotional tool and agencies who supply Internet advertising services. Many agencies within this international agency network were found to be actively using the Internet, but their Internet advertising functions were not being provided by their traditional advertising agency. Descriptive analyses reported in the findings from this research study indicate that advertising agencies in this international network need to better understand their clients' Internet promotion needs. This will ensure the establishment of healthy, profitable and long-term agency-client relationships in the future. The research findings from this study offer advertising agencies worldwide insight into client expectations of the Internet, as well as other agency services. Furthermore, the findings reported contribute to the current small body of research in relation to B2B relationships in the advertising industry. The groundwork is set for future analysis of agency-client relationships in the advertising industry. In summary, while gaps between agency and client expectations of the value of the Internet as a promotional tool were expected, this research study found that agency and client expectations are quite similar. Analysis did reveal that one important factor, which influences the agency-client relationship, relates to the provision of Internet advertising services. Specifically, when an agency is not responsible for developing and maintaining clients' Internet advertising, these clients are utilising services from external providers of Internet services. These new stakeholders, who provide specialist services (i.e. graphic design houses, Internet advertising specialists and client's in-house Internet services), are changing the competitive environment of advertising services in the industry. Another interesting discovery, specific to the sample population, was that one third of agencies within the study did not provide Internet advertising services to current clients. However, these agencies have clients that use Internet advertising. On the one hand, this finding indicates that opportunities exist for these agencies to extend their service portfolio to embrace Internet advertising. However, it also raises an important question: that is, have these agencies created greater competition by not providing a full service communication portfolio for clients? These factors, and other methodological issues will inform directions for future research to explain the influential role of the Internet within the agency-client relationship in the advertising industry.
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Books on the topic "Promotional advertising"

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Marshall, P. David, and Joanne Morreale. Advertising and Promotional Culture. London: Macmillan Education UK, 2018. http://dx.doi.org/10.1057/978-1-137-02625-5.

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Translating promotional and advertising texts. Manchester, UK: St. Jerome Pub., 2010.

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Torresi, Ira. Translating Promotional and Advertising Texts. Second edition. | Abingdon, Oxon; New York, NY : Routledge, 2021. | Series: Translation practices explained: Routledge, 2020. http://dx.doi.org/10.4324/9781003131595.

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Torresi, Ira. Translating promotional and advertising material. Manchester, UK: St. Jerome Pub., 2010.

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Shelley, Robert. The promotional sourcebook. Westbury, N.Y: Asher-Gallant Press, 1988.

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Promotional design that works: Secrets for successful promotion design. Gloucester, Mass: Rockport, 2001.

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Promotional culture: Advertising, ideology, and symbolic expression. London: Sage Publications, 1991.

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Collector's guide to cartoon & promotional drinking glasses. Gas City, IN: L-W Book Sales, 1990.

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Creative card design: Promotional greetings. Tokyo, Japan: PIE Books, 2008.

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R, Warshaw Martin, and Kinnear Thomas C. 1943-, eds. Promotional strategy: Managing the marketing communications process. 7th ed. Homewood, IL: Irwin, 1991.

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Book chapters on the topic "Promotional advertising"

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Torresi, Ira. "Translating Promotional Material." In Translating Promotional and Advertising Texts, 43–81. Second edition. | Abingdon, Oxon; New York, NY : Routledge, 2021. | Series: Translation practices explained: Routledge, 2020. http://dx.doi.org/10.4324/9781003131595-4.

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Marshall, P. David, and Joanne Morreale. "Introduction: The Strange Cases of Advertising." In Advertising and Promotional Culture, 1–10. London: Macmillan Education UK, 2017. http://dx.doi.org/10.1057/978-1-137-02625-5_1.

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Marshall, P. David, and Joanne Morreale. "The Institutionalization of Branding and the Branding of the Self." In Advertising and Promotional Culture, 173–89. London: Macmillan Education UK, 2017. http://dx.doi.org/10.1057/978-1-137-02625-5_10.

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Marshall, P. David, and Joanne Morreale. "Advertising and Social Action: Dove and Real Beauty." In Advertising and Promotional Culture, 191–210. London: Macmillan Education UK, 2017. http://dx.doi.org/10.1057/978-1-137-02625-5_11.

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Marshall, P. David, and Joanne Morreale. "The Prosumer in Consumer Culture: YouTube and Annoying Orange." In Advertising and Promotional Culture, 211–27. London: Macmillan Education UK, 2017. http://dx.doi.org/10.1057/978-1-137-02625-5_12.

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Marshall, P. David, and Joanne Morreale. "From Production to Consumption: The Rise of Patent Medicines." In Advertising and Promotional Culture, 11–29. London: Macmillan Education UK, 2017. http://dx.doi.org/10.1057/978-1-137-02625-5_2.

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Marshall, P. David, and Joanne Morreale. "Building Consumer Culture: The Department Store and Mail Order Catalogue." In Advertising and Promotional Culture, 31–44. London: Macmillan Education UK, 2017. http://dx.doi.org/10.1057/978-1-137-02625-5_3.

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Marshall, P. David, and Joanne Morreale. "Formation of the Advertising Industry: Camel Cigarettes and Marketing Controversial Products." In Advertising and Promotional Culture, 45–63. London: Macmillan Education UK, 2017. http://dx.doi.org/10.1057/978-1-137-02625-5_4.

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Marshall, P. David, and Joanne Morreale. "Traditional and Ambient Advertising: Targeting Children through Cereal." In Advertising and Promotional Culture, 65–84. London: Macmillan Education UK, 2017. http://dx.doi.org/10.1057/978-1-137-02625-5_5.

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Marshall, P. David, and Joanne Morreale. "Volkswagen and the Creative Revolution." In Advertising and Promotional Culture, 85–106. London: Macmillan Education UK, 2017. http://dx.doi.org/10.1057/978-1-137-02625-5_6.

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Conference papers on the topic "Promotional advertising"

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Liberati, Caterina, Elisa Arrigo, and Paolo Mariani. "A Multivariate Approach to Facebook Data for Marketing Communication." In CARMA 2016 - 1st International Conference on Advanced Research Methods and Analytics. Valencia: Universitat Politècnica València, 2016. http://dx.doi.org/10.4995/carma2016.2016.2974.

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The aim of this paper is to propose a method to explore and synthesize social media data in order to aid businesses to make their communication decisions. The research was conducted at the end of 2014 on 5607 Italian Facebook subjects interested in drugs and health. In this study, we refer to the pharmaceutical market that is characterized by strict legal constraints, which prevent any promotional activities (such as advertising) of companies on prescription drugs. Thus, pharmaceutical businesses tend to promote their corporate brand instead of a single product brand. In such context, social media offer the opportunity to gather customers’ information about their attitudes and preferences, helpful to address marketing activities. Through a multivariate statistical approach on Facebook data, we have highlighted the associations existing between TV channels and users’ profiles. Therefore, depending on the value proposition to promote, every business could choose, first, the target group to reach and, then, the nearest suitable channel where to develop the corporate brand communication.
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Жеребцова, Злата Андреевна. "GENDER MANIPULATION IN TELEVISION ADVERTISING." In Поколение будущего: сборник избранных статей Международной студенческой научной конференции (Санкт-Петербург, Март 2021). Crossref, 2021. http://dx.doi.org/10.37539/pb190.2021.97.23.004.

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Статья посвящена исследованию манипулятивного воздействия телевизионной рекламы на массового потребителя с учетом гендерного подхода. Автор рассматривает гендерные стереотипы как манипулятивный прием в коммерческой телевизионной рекламе и анализирует особенности его использования в продвижении российских брендов. The article is devoted to the study of the manipulative impact of television advertising on the mass consumer, taking into account the gender approach. The author considers gender stereotypes as a manipulative technique in commercial television advertising and analyzes the features of its use in the promotion of russian brands.
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Zubova, Karina Vyacheslavovna, and Natalia Aleksandrovna Kryuchkova. "SPECIFICS OF INFLUENCE MARKETING AS A PROMOTION TOOL." In Russian science: actual researches and developments. Samara State University of Economics, 2020. http://dx.doi.org/10.46554/russian.science-2020.03-1-167/171.

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The article analyse of the Russian market in the field of promoting goods and services via the Internet. In the context of the rapid development of online advertising, modern ways and channels of promotion were analyzed. Recommendations were made, and the main trends in the development of Internet marketing in Russia were highlighted.
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Albar, Deni, and Boy Zulkarnaen Hutajulu. "Lake Toba Tourism Promotion Through Video Advertising Media." In Proceedings of the International Conference on Business, Economic, Social Science, and Humanities – Humanities and Social Sciences Track (ICOBEST-HSS 2019). Paris, France: Atlantis Press, 2020. http://dx.doi.org/10.2991/assehr.k.200108.023.

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Dodukova, E. S. "The role of metaphor in reading promotion social advertising." In TRENDS OF DEVELOPMENT OF SCIENCE AND EDUCATION. НИЦ «Л-Журнал», 2018. http://dx.doi.org/10.18411/lj-08-2018-49.

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Arruda, Amilton, Celso Hartkopf, and Rodrigo Balestra. "City branding: strategic planning and communication image in the management of contemporary cities." In Systems & Design: Beyond Processes and Thinking. Valencia: Universitat Politècnica València, 2016. http://dx.doi.org/10.4995/ifdp.2016.3288.

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Over the past decade, one can observe a steady growth in the use of terms such as Place Branding, Nation Branding, Destination Branding and City Branding. Both in academic research and in the practical applications in large cities management and urban spaces, this new paradigm takes shape and, along with it, the need for definitions and concepts, methods and methodologies and the establishment of technical and theoretical standards. This approach was born in the Marketing field, specifically in what was called Place Marketing. In this context the Branding stood out as a development tool solutions to the need for differentiation, generation of solid images and the establishment of symbols and identity signs, in order to leverage economic benefits for countries, cities and regions. In a way, fulfilling, in the first instance, a similar role to the branding of products and services. But it was specifically in Branding corporations that were found the biggest matches to adapt this knowledge to management positions. Ashworth & Kavaratzis (2010) highlight the fact that both present multidisciplinary roots, a multiple number of strategic actors (stakeholders), high degree of intangibility and complexity of social responsibility, the multiplicity of identities and the long-term development needs are strong examples their similarities. The development and management of corporate identities, here expanded to the Branding corporations, it is a prolific field of Design. It great names of the area said their careers and built great legacy. The time of greater proficiency in the area were the 50s and 60s, dominated by modernist thought, and, coincidentally or not, exactly the time that focused efforts to assert the identity of the designer as a professional (STOLARSKI, 2006) . Nationally stand out names like Alexandre Wollner, Ruben Martins, the duo Carlos Cauduro and Ludovico Martino and Aloisio Magalhaes. In contrast, in the literature produced in the marketing field, often the role of design in this context is reduced to merely promotional measures, such as creating logos or advertising campaigns. In other words, defined as a work of low complexity and low social prägnanz. This approach comes at odds with contemporary theories of design, such as MetaDesign, Design Thinking and Design Collaborative, in which are presented motodológicos models of high relevance for the identification, analysis and solution of complex problems involving multiple elements and agents. The proposed article aims to survey the state of the art City Branding / Place Branding focused on publications produced in the disciplinary field of design. The literature review will grant that, before the above presented context, is analyzed as designers and researchers design face the contributions that the field can offer to the practice and theory of Branding places. Finally, Article yearns assess whether the pre-established hypothesis that there are possible and fruitful connections between contemporary theories of design and the City Branding, is being addressed in articles and publications area.DOI: http://dx.doi.org/10.4995/IFDP.2016.3288
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"THE INTERNET AS A PLATFORM FOR BUSINESS PROMOTION THROUGH ADVERTISING." In Russian science: actual researches and developments. Samara State University of Economics, 2019. http://dx.doi.org/10.46554/russian.science-2019.10-1-79/82.

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Kapustina, L. M., M. S. Agababaev, and A. A. Drevalev. "Advertising Concepts Evolution and Benefits of Promotion Robots in the Digital Economy." In Proceedings of the 2nd International Scientific conference on New Industrialization: Global, national, regional dimension (SICNI 2018). Paris, France: Atlantis Press, 2019. http://dx.doi.org/10.2991/sicni-18.2019.98.

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Madleňák, Radovan, and Lucia Madleňáková. "THE USAGE OF PPC ADVERTISING IN THE PROCESS OF UNIVERSITY CURRICULA PROMOTION." In 13th International Conference on Education and New Learning Technologies. IATED, 2021. http://dx.doi.org/10.21125/edulearn.2021.2498.

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Pokazannik, Е. V. "“DON VALLEY” WINE-MAKING CLUSTER AS AN ENOGASTROTOURISM DEVELOPMENT SITE: SOCIO-CULTURAL COMPONENT." In STATE AND DEVELOPMENT PROSPECTS OF AGRIBUSINESS. DSTU-PRINT, 2020. http://dx.doi.org/10.23947/interagro.2020.1.229-233.

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“Don Valley” is more than a historic or geographic location, - it is an official name of a wine-making area, proposed by Rostov Region administration for consolidation of local wine-makers under the single mega-brand. Specialized regional cluster “Don Valley” is “an association of leading scientific, educational, industrial, engineering and innovative organizations and enterprises of the Rostov region, operating in the following areas: wine-making, manufacturing of components for wineries, scientific-research and educational programmes, development of retail infrastructure, promotion of wine-tasting and gastronomic tourism, and viniculture”3. The creators of the cluster official web-site declare “Made on the Don” brand communication as their primary goal, along with promotion of wine in the region. The article reviews the specifics of Don region from a standpoint of its attractiveness as a tourist destination. The mandatory components are named that together with the enogastronomic sphere can contribute to the growth of demand for tourist routes of various content and duration. The key role of cultural and historic component in successful promotion of the Don winemaking in the tourism market is emphasized. It is noted that enogastrotourism can be developed successfully in Don region through socio-cultural project management based on the thorough analysis of specifics of the region as a whole and its individual components affecting the marketing and advertising solutions.
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Reports on the topic "Promotional advertising"

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Majchrowska, Justyna. TESTIMONIAL IN (NEW) MEDIA. Ivan Franko National University of Lviv, March 2021. http://dx.doi.org/10.30970/vjo.2021.50.11109.

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The linguistic research of (the new) media so far has mainly focused on the analysis of content from broadcasters – people publishing on the Internet in order to convince the potential recipients to enter the website, read articles, explore the website as well as return after leaving it – in exchange for the material or financial benefit. Several years of observation of a variety of text types existing in the media shows that not only texts from broadcasters make it possible to notice and maintain this attention of recipients. Nowadays, similarly as in marketing and advertising, in the media (but not only there) the essential and productive content comes from the recipient. The subject of this quantitative and qualitative linguistic analysis is the title testimonial as a rapidly growing persuasive (promotional) trend in (new) media and a response to the challenges of the modern society.
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David, Guy, and Sara Markowitz. Side Effects of Competition: the Role of Advertising and Promotion in Pharmaceutical Markets. Cambridge, MA: National Bureau of Economic Research, June 2011. http://dx.doi.org/10.3386/w17162.

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Túñez López, M., V. Altamirano, and KP Valarezo. Collaborative tourism communication 2.0: promotion, advertising and interactivity in government tourism websites in Latin America. Revista Latina de Comunicación Social, March 2016. http://dx.doi.org/10.4185/rlcs-2016-1094en.

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Hotsur, Oksana. SOCIAL NETWORKS AND BLOGS AS TOOLS PR-CAMPAIGN IMPLEMENTATIONS. Ivan Franko National University of Lviv, March 2021. http://dx.doi.org/10.30970/vjo.2021.50.11110.

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The article deals with the ways in which social networks and the blogosphere influence the formation and implementation of a PR campaign. Examples from the political sphere (election campaigns, initiatives), business (TV brands, traditional and online media) have revealed the opportunities that Facebook, Telegram, Twitter, YouTube and blogs promote in promoting advertising, ideas, campaigns, thoughts, or products. Author blogs created on special websites or online media may not be as much of a tool in PR as an additional tool on social media. It is noted that choosing a blog as the main tool of PR campaign has both positive and negative points. Social networks intervene in the sphere of human life, become a means of communication, promotion, branding. The effectiveness of social networks has been evidenced by such historically significant events as Brexit, the Arab Spring, and the Revolution of Dignity. Special attention was paid to the 2019 presidential election. Based on the analysis of individual PR campaigns, the reasons for successful and unsuccessful campaigns from the point of view of network communication, which provide unlimited multimedia and interactive tools for PR, are highlighted. In fact, these concepts significantly affect the effectiveness of the implementation of PR-campaign, its final effectiveness, which is determined by the achievement of goals. Attention is drawn to the culture of communication during the PR campaign, as well as the concepts of “trolls”, “trolling”, “bots”, “botoin industry”. The social communication component of these concepts is unconditional. Choosing a blog as the main tool of a marketing campaign has both positive and negative aspects. Only a person with great creative potential can run and create a blog. In addition, it takes a long time. In fact, these two points are losing compared to other internet marketing tools. Further research is interesting in two respects. First, a comparison of the dynamics of the effectiveness of PR-campaign tools in Ukraine in 2020 and in the past, in particular, at the dawn of state independence. Secondly, to investigate how/or the concept of PR-campaigns in social networks and blogs is constantly changing.
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