Search Results - subject:"advertising media"

Beyond the pair : media archetypes and complex channel synergies in advertising

Bell, J. Jason; Thomaz, Felipe; Stephen, Andrew T. - In: Journal of marketing 89 (2025) 4, pp. 99-119

Persistent link: https://www.econbiz.de/10015420899

A novel advertising media selection framework for online games in an intuitionistic fuzzy environment

Dahooie, Jalil Heidary; Estiri, Mehrdad; Janmohammadi, … - In: Oeconomia Copernicana 13 (2022) 1, pp. 109-150

Persistent link: https://www.econbiz.de/10013255811

When the medium is the message : a meta-analysis of creative media advertising effects

Berlo, Zeph M. C. van; Meijers, Marijn H. C.; Eelen, Jiska - In: Journal of advertising 53 (2024) 2, pp. 278-295

Persistent link: https://www.econbiz.de/10014575274

Analysis of the residual effect using neuromarketing technology in audiovisual content entrepreneurship

Núñez-Cansado, Marian; Carrascosa Méndez, Gabriel; … - In: Sustainable technology and entrepreneurship 3 (2024) 3, pp. 1-7

Considering the informational overwhelm of the last few years and given the rise in new entrepreneurship of communication means, the optimization of commercial communication's marketing has become one of the primary objectives of marketing strategy. The quantitative computation of the number of...

Persistent link: https://www.econbiz.de/10015405508

Reaching voters on social media : planning political advertising on Snapchat

Tanusondjaja, Arry; Michelon, Aaron; Hartnett, Nicole; … - In: International journal of market research 65 (2023) 5, pp. 566-580

Persistent link: https://www.econbiz.de/10014368514

Humor in advertising: a review on use of television radio and print advertising media

S, venkatesh; N, senthilkumar - Volkswirtschaftliche Fakultät, … - 2015

Television advertising is a most common commercial activity used in advertising medium. Humor in advertising contains an important aspect on changing attitude of the consumer, improves buying behavior and creates new patterns for buying any goods and services. Humor in television advertising is...

Persistent link: https://www.econbiz.de/10011271329

An analysis of competition and displacement of business among media forms in the advertising media arket of Pakistan

Bakhtawar, Barira; Latif, Faiza; Kamal, Asifa - In: The Lahore journal of business 10 (2021) 1, pp. 121-147

Persistent link: https://www.econbiz.de/10012813533

Practitioners' view of the role of OOH advertising media in IMC campaigns

Roux, A. T. - In: Management : journal of contemporary management issues 21 (2016) 2, pp. 181-205

. Previous studies have examined consumers’ responses to different out-of-home advertising media types; however, little attention … the study was, therefore, to explore a practitioner’s view of the role of out-of-home advertising media in an integrated …-of-home advertising media planning. The three roles performed by out-of-home advertising media within this context: support; lead; or even …

Persistent link: https://www.econbiz.de/10011644720

Theory and Practice of Media Planning : Aspect of Methods

Rubtcova, Mariia - 2019

The paper is devoted to an analysis of theory and practice of media planning: aspect of methods. The term “media planning” began to be used in the second half of the twentieth century in the United States, its initial task was to streamline work between advertising customers and the media,...

Persistent link: https://www.econbiz.de/10012871727

Productmarkt van advertentieruimte : eindrapport

Rosenboom, Nicole; Behrens, Christiaan; Brouwer, Erik - 2018

Persistent link: https://www.econbiz.de/10012198014