Results 241 to 250 of about 6,662,037 (298)

Advertising and Firm Value

SSRN Electronic Journal, 2008
The purpose of this research is to investigate the impact of advertising on the firm's market value and level of risk. Previous research has documented a positive link between advertising expenditures and future stock returns, i.e. firms with higher advertising to sales ratio seem to have, on average, higher future average returns.
Frederico Belo, Maria Ana Vitorino
openaire   +1 more source

Advertising and Social Values

Journal of Marketing, 1962
This article was written independently of the one preceding, by Colston E. Warne. The point that authors Petit and Zakon are making is that advertising is a bulwark rather than a threat to our existing values. They maintain that critics of advertising who say that it violates the American value system are in reality criticizing the ...
Thomas A. Petit, Alan Zakon
openaire   +1 more source

Advertising value and privacy concerns in mobile advertising: the case of SMS advertising in banking

Journal of Financial Services Marketing, 2023
In an increasingly mobile-centric world, how banks effectively engage consumers through mobile advertising is a pressing issue. This study aims to accomplish two objectives: The first is to assess how consumers respond to mobile advertising from banks, specifically via SMS, based on Ducoffe’s advertising value model, and the second is to examine the ...
Hui Shan Lom, Ai Chin Thoo, Weng Marc Lim, Kian Yeik Koay   +3 more
openaire   +2 more sources

Social media advertising value

International Journal of Advertising, 2014
This research investigates the antecedents of social media advertising value, and the effect of this advertising value on online purchase intention in transitional economies in Southeast Asia.
William Van-Tien Dao, Angelina Nhat Hanh Le, Julian Ming-Sung Cheng, Der Chao Chen   +3 more
openaire   +1 more source

The Advertising Value of Different Magazines

Journal of Marketing, 1948
T Is well known that not all advertisements in a given magazine issue are read or noticed by an equal number of people. Size, color, scope of productinterest, and the skill with which the advertisement was prepared, will determine the size of its audience.
Hans Zeisel, Virginia Epes Harper
openaire   +1 more source

The persuasiveness of cultural value appeals in international advertising

2007
Item does not contain ...
Sanderse, W., Hendriks, B.C., Brandt, C. van den   +2 more
openaire   +3 more sources

Digital Advertising And Company Value

Journal of Advertising Research, 2018
ABSTRACT As companies continue to shift advertising expenditures toward digital-media channels, the benefits of digital advertising (adaptability of content, more efficient consumer targeting, and higher reach per dollar) must be weighed against the opportunity cost (forgone synergy between digital and traditional advertising).
Judy Ma, Brian Du
openaire   +1 more source

Advertising and cultural values: A content analysis of advertising in Taiwan

Gazette (Leiden, Netherlands), 1994
Content analysis was used to examine cultural values that were manifested in advertising in Taiwan from 1981 to 1990. During this period, the study shows, time perspectives, Western orientation and hard-sell appeals became increasingly emphasized in Taiwan's advertisements.
openaire   +1 more source

Estimating the Value of Advertising

2003
Mass media are characterized by at least two interrelated markets. Therefore, the media firm has to satisfy two interdependent demands, the demand for magazines and the demand for advertising. The utility of the readers is affected by the information of the editorial and the advertising share.
openaire   +2 more sources

In Defense of Advertising Value Equivalency

The Journal of Communication and Media Studies
This article critically re-examines the controversial metric of Advertising Value Equivalency (AVE) within public relations (PR) measurement, challenging the prevailing consensus that AVE should be wholly discarded. Drawing on both academic literature and industry practice, the study acknowledges AVE’s methodological flaws—such as its disregard for ...
Pavel Slutskiy, Enric Ordeix Rigo
openaire   +1 more source