Results 251 to 260 of about 591,526 (305)

Advertising agencies and advertisers' perceptions of internet advertising

International Journal of Advertising, 2002
This paper investigates advertising agencies' and advertisers' perceptions of internet advertising in Singapore. More specifically, we compare its effectiveness in achieving five communication objectives—category need, brand awareness, brand attitude, brand purchase intention and purchase facilitation (Rossiter & Percy 1997)—with other marketing ...
Tan Dai Shij, Francis Piron
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Advertising an event

Automatica, 2006
zbMATH Open Web Interface contents unavailable due to conflicting licenses.
Steffen Jørgensen, Peter M. Kort, Georges Zaccour   +2 more
openaire   +5 more sources

Advertising in France: the advertiser‐advertising agency relationship

European Journal of Marketing, 1976
Presents the results of a survey into the relationship between advertisers and advertising agencies in France. Suggests areas for improvement.
Michel Chevalier, Bernard Catry
openaire   +1 more source

Targeted advertising and advertising avoidance

The RAND Journal of Economics, 2011
I examine how the increasing ability of firms to target their ads influences market outcomes when consumers have access to advertising‐avoidance tools. Although firms generally benefit from improved targeting, consumers need not. I also show that there may be too little blocking of ads in equilibrium and consider the role of targeted advertising when ...
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The Effects of Advertiser Reputation and Extremity of Advertising Claim on Advertising Effectiveness

Journal of Consumer Research, 1990
A factorial experiment was developed in which the reputation of the advertising firm and the extremity of the advertising claim were manipulated. Two levels of advertiser reputation, focusing on the expertise and trustworthiness of the sponsoring firm, were developed.
Goldberg, Marvin E, Hartwick, Jon
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Advertisement

Intelligent Systems in Accounting, Finance and Management, 2018
No abstract is available for this article.
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Pervasive advertising: An approach for consumers and advertisers

2013 IEEE Third International Conference on Consumer Electronics ¿ Berlin (ICCE-Berlin), 2013
Pervasive Advertising stands out from other forms of ad serving by using contextual information of consumers. However, providing relevant ads is not enough for effective Pervasive Advertising. It is also necessary to address the objectives of the advertisers, leading to a trade off between advertisers' objectives and consumers' needs.
Frederico Bublitz, Hyggo Oliveira de Almeida, Saulo Oliveira Dornellas Luiz, Angelo Perkusich   +3 more
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Advertiser Prominence Effects in Search Advertising

Management Science, 2018
Search advertising is the ordered list of advertisements that appears when a user searches for something in an online search engine. By construction, these ads differ in prominence: ads higher up the list are more prominent than ads lower down the list. However, search ads also differ in prominence in another way: prominence of advertiser.
Przemyslaw Jeziorski, Sridhar Moorthy
openaire   +1 more source