Results 101 to 110 of about 29,065 (307)
INTEGRATED ADVERTISING CAMPAIGN
Analele Universităţii Constantin Brâncuşi din Târgu Jiu : Seria Economie, 2010 Campaign and especially advertising campaign represents one of the variables of the marketing mix, an important one, being difficult to separate its contribution from the one of the other elements. Irrespective of the specific object that is behind an advertising company, the investment will be retrieved only if the right information is transmitted to ...
Adina Claudia NEAMŢU, LIVIU NEAMTU
openaire +1 more source
Advertising Capstone (ADV30002) Visiting Speaker Program 2016
, 2016 Advertising Strategy with David Dahan (Managing Director, M&C Saatchi, Melbourne). David has been the Managing Director of M&C Saatchi, Melbourne since 2015.
David Dahan, David Reid
core
Moral Licensing in Luxury: Why Prosocial Brand Image Outshines Coolness in Cause‐Related Marketing
Journal of Consumer Behaviour, EarlyView.ABSTRACT This research examines how cause‐related marketing (CM) shapes consumer responses to luxury brands. We focus on the roles of CM‐driven prosocial brand image and brand coolness as parallel mediators in reducing guilt and enhancing purchase intentions.
Jiyoung Hwang
wiley +1 more source
Advertising, Promotional Campaigns, and Private Labels
, 2001 Abstract In recent decades retailers have become significant economic and social actors within the value chain in most developed economies. In conjunction with this development, advertising and promotion of retailers as brands, and of retailers’ private label brands, has taken on greater importance and sophistication. These campaigns now
Reynolds, J, Ezrachi, A
openaire +2 more sources
Journal of Consumer Behaviour, EarlyView.ABSTRACT Some consumers exhibit aversion toward artificial intelligence (AI), particularly when it is embedded in persuasive marketing communication (MarCom). Here, we developed and validated a measure of consumer aversion to AI in MarCom and examined its downstream consequences for brand perceptions and purchase intention.
Louvins Pierre +2 more
wiley +1 more source
Selling Favors in the Lab: Experiments on Campaign Finance Reform [PDF]
Substantial academic interest and public policy debate centers on campaign finance reform. Campaign resources can provide benefits to constituencies if candidates use them to fund the distribution of useful information.
Daniel Houser, Thomas Stratmann
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Journal of Consumer Behaviour, EarlyView.ABSTRACT Political consumerism (PC) refers to consumers boycotting or deliberately buying (“buycotting”) products or brands for political, moral, or ethical reasons. This paper presents three studies that consider the intricacies of the relationship between political ideology and political consumerism.
Lara J. Greening +3 more
wiley +1 more source
Communication strategies for designing Facebook advertising campaigns to recruit rural participants to develop healthcare delivery interventions. [PDF]
J Clin Transl Sci, 2020 Flood-Grady E +6 more
europepmc +1 more source
Strategic aesthetics in advertising campaigns : implications for art direction education
, 2012 For over half a century art directors within the advertising industry have been adapting to the changes occurring in media, culture and the corporate sector, toward enhancing professional performance and competitiveness.
Contreras R., Sandra V.
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Inclusive or Inauthentic? Consumer Scepticism Towards LGBTQ‐Themed Cause‐Related Marketing
Journal of Consumer Behaviour, EarlyView.ABSTRACT Cause‐related marketing (CRM) is widely used to signal corporate social responsibility and engage ethically motivated consumers, yet its effectiveness remains contested in identity‐sensitive domains such as LGBTQ inclusion. Drawing on Social Identity Theory and Attribution Theory, this research examines how LGBTQ cause identification ...
Wilson N. Ndasi
wiley +1 more source