The Cannes Lions festival is one of the most important international indicators for professionals in the creative communications industry. Throughout the past few years there are a rising number of submissions and award winners coming from emerging and developing countries. This fact is...

Drip marketing is also a new phase of e-marketing. Drip Marketing is a communication strategy that sends, or "drips," a pre-written set of messages to customers or prospects over time. These messages often take the form of E-mail marketing, although other media can also be used. The advantages...

Businesses embrace a tremendous shift towards service-dominant logic in order to achieve and sustain advantage. To expand its influence, marketing needs to take on a service lens as well. The customer-centric approach tries to position value generation with processes that al-low customers to...

Despite the traction that contemporary out-of-home advertising has gained in the global media landscape, there are still some ambiguities regarding the contribution of this medium in the context of integrated marketing communication. Previous studies have examined consumers’ responses to...

Marketers are currently focused on proper budget allocation to maximize ROI from online advertising. They use conversion attribution models assessing the impact of specific media channels (display, search engine ads, social media, etc.). Marketers use the data gathered from paid, owned, and...

A major challenge for marketers is how to spend a marketing budget such that the impact on a target market is maximized. There are numerous organizations including marketing agencies, media experts and sales agents that promise to deliver more impact for the money a firm allocates to marketing....

The Cannes Lions festival is one of the most important international indicators for professionals in the creative communications industry. Throughout the past few years there are a rising number of submissions and award winners coming from emerging and developing countries. This fact is...