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Advertising value and advertising processing
Journal of Marketing Communications, 2000Advertising value research is rooted in the view that advertising messages are potential communications exchanges between advertisers and consumers. Since some level of processing effort on the part of receivers is necessary for successful exchanges to occur, it is proposed that advertising processing decisions are based on initial, spontaneous ...
Robert H. Ducoffe, Eleonora Curlo
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Social media advertising value
International Journal of Advertising, 2014This 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 +3 more
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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
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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
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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 American value ...
Thomas A. Petit, Alan Zakon
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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 American value ...
Thomas A. Petit, Alan Zakon
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Digital Advertising And Company Value
Journal of Advertising Research, 2018ABSTRACT 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
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Estimating the Value of Advertising
SSRN Electronic Journal, 2003Mass-medias 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.
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Cultural Values in Indian Television Advertising
Journal of Promotion Management, 2013The study investigates cultural values portrayed in commercials aired on television in India. The study included a comparison of the cultural values depicted in Indian and Western product brands as well as a comparison across four groups of products for both within and across Indian and Western brands.
Durriya Z. Khairullah +1 more
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