Search Results - subject_exact:"Advertising effects"

Effiziente Marketingkampagnen - Erfolgsfaktoren von Effie-Gewinnern : Konzepte erfolgreicher und wirkungsvoller Werbekommunikation

Terstiege, Meike; Bembenek, Svenja - 2020

Persistent link: https://ebtypo.dmz1.zbw/10012055911

The attention economy and how media works : simple truths for marketers

Nelson-Field, Karen - 2020

Persistent link: https://ebtypo.dmz1.zbw/10012161413

Kongruenz in der Crossmedia-Kommunikation : eine Untersuchung der Determinanten und Wirkungen

Beyer, Christina - 2020

Persistent link: https://ebtypo.dmz1.zbw/10012119121

Die persuasive Wirkung von anekdotischen und statistischen Botschaften im Sozialmarketing : psychologische Distanz, Message Framing und komparativer Optimismus

Wieluch, Marina Isabel - 2020

Persistent link: https://ebtypo.dmz1.zbw/10012151758

Architektur als Instrument der Markenkommunikation : die implizite Wirkung gebauter Botschaften

Hollmann, Moritz - 2020

Persistent link: https://ebtypo.dmz1.zbw/10012162915

Erfolgsfaktoren der Sponsoringumsetzung und -aktivierung : eine empirische Analyse aus Management- und Konsumentenwirkungsperspektive im Kontext der Fußball-Bundesliga

Dreisbach, Jan - 2019

Persistent link: https://ebtypo.dmz1.zbw/10011955364

Die Markenprofilierungswirkung von Product Placement in Computerspielen : eine Analyse am Beispiel von Mercedes-Benz

Wegener, Katrin M. - 2019

Persistent link: https://ebtypo.dmz1.zbw/10012055914

Kann ich mir gut vorstellen - Imagery-Prozesse bei Kaufentscheidungen : eine Untersuchung unter besonderer Berücksichtigung von Involvement und psychischer Beanspruchung

Schmiedel, Philipp Roman - 2019

Persistent link: https://ebtypo.dmz1.zbw/10012061759

Persuasion by populist propaganda : evidence from the 2015 Argentine ballotage

Di Tella, Rafael; Galiani, Sebastián; Schargrodsky, Ernesto - 2019

Persistent link: https://ebtypo.dmz1.zbw/10012124914

Differing outlook of contemporary advertising

Aydınlıoğlu, Ömer (ed.) - 2019

Persistent link: https://ebtypo.dmz1.zbw/10012136970

Straight to the heart of your target audience : personalized advertising systems based on wearable technology and heart-rate variability

Orazi, Davide C.; Nyilasy, Greg - In: Journal of advertising research 59 (2019) 2, pp. 137-141

Persistent link: https://ebtypo.dmz1.zbw/10012109416

Six-second advertisements on television : best practices for capturing visual attention

Wolf, Henry G., VII; Donato, Paul - In: Journal of advertising research 59 (2019) 2, pp. 196-207

Persistent link: https://ebtypo.dmz1.zbw/10012109426

Editorial content in native advertising : how do brand placement and content quality affect native-advertising effectiveness?

Hwang, Yoori; Jeong, Se-Hoon - In: Journal of advertising research 59 (2019) 2, pp. 208-218

Persistent link: https://ebtypo.dmz1.zbw/10012109428

Effects of face images and face pareidolia on consumers' responses to print advertising : an empirical investigation

Guido, Gianluigi; Pichierri, Marco; Pino, Giovanni; … - In: Journal of advertising research 59 (2019) 2, pp. 219-231

Persistent link: https://ebtypo.dmz1.zbw/10012109430

Clickbait, der ganz große Wurf? : eine Studie über die Verwendung von Clickbaits durch Online-Nachrichtenportale und deren Konsequenzen

Waldschmidt, Viktor - 2019

Persistent link: https://ebtypo.dmz1.zbw/10012112835

Building a foundation for neuromarketing and consumer neuroscience research : how researchers can apply academic rigor to the neuroscientific study of advertising effects

Ramsøy, Thomas Z. - In: Journal of advertising research 59 (2019) 3, pp. 281-294

Persistent link: https://ebtypo.dmz1.zbw/10012118863

The relative effectiveness of endorsers : the identity badge of CEOs and founders versus the attractiveness of celebrities

Agnihotri, Arpita; Bhattacharya, Saurabh - In: Journal of advertising research 59 (2019) 3, pp. 357-369

Persistent link: https://ebtypo.dmz1.zbw/10012118870

Measuring different emotions in children with a pictorial scale : a self-reported nonverbal tool measures the emotions children experience when exposed to ads

Vanhamme, Joëlle; Chiu, Chung-Kit - In: Journal of advertising research 59 (2019) 3, pp. 370-380

Persistent link: https://ebtypo.dmz1.zbw/10012118872

Are consumers poorly informed about fuel economy? : evidence from two experiments

Allcott, Hunt; Knittel, Christopher R. - In: American economic journal / Economic policy : a journal … 11 (2019) 1, pp. 1-37

Persistent link: https://ebtypo.dmz1.zbw/10011981334

Strategies for creating successful soundless video advertisements : speaking volumes through silence

Campbell, Colin L.; Pearson, Erin - In: Journal of advertising research 59 (2019) 1, pp. 85-98

Persistent link: https://ebtypo.dmz1.zbw/10012007146

Online Video als Branded Entertainment in Deutschland : Geschäftsmodelle für die Produktion und Messbarkeit der Nutzereinstellung

Kind, Urs - 2018 - 1. Auflage 2018

Persistent link: https://ebtypo.dmz1.zbw/10011866871

Bekanntheitsaufbau durch Markenslogans : der moderierende Einfluss der Darbietungsmodalität auf die Erinnerung an reimende und nicht-reimende Markenslogans

Brune, Philipp - 2018

Persistent link: https://ebtypo.dmz1.zbw/10011870388

Why we need more replication studies to keep empirical knowledge in check : how reliable is truth in advertising research?

Stafford, Marla R. - In: Journal of advertising research 58 (2018) 1, pp. 3-7

Persistent link: https://ebtypo.dmz1.zbw/10011875483

Persuasive charity appeals for less and more controllable health causes : the roles of implicit mindsets and benefit frames

Hsieh, Meng-Hua; Yucel-Aybat, Ozge - In: Journal of advertising : official publication of the … 47 (2018) 2, pp. 112-126

Persistent link: https://ebtypo.dmz1.zbw/10011876095

Evaluating advertising effectiveness of creative television advertisements for high involvement products

Ali, Mazhar - 2018

This study investigates advertising effectiveness of creative TV advertisements (Ads) for high involvement products. The majority of such studies have been conducted using low involvement products. There is a need to conduct a research to find out the effectiveness of creative advertisements for...

Persistent link: https://ebtypo.dmz1.zbw/10011876245

Public relations and advertising theories : concepts and practices

Aydın, Bayram Oğuz (ed.); Șahin, Emine (ed.); … - 2018

Persistent link: https://ebtypo.dmz1.zbw/10011954468

Delusion in attribution : caveats in using attribution for multimedia budget allocation

Danaher, Peter J.; Heerde, Harald J. van - In: Journal of marketing research : JMR 55 (2018) 5, pp. 667-685

Persistent link: https://ebtypo.dmz1.zbw/10011957967

Advertising effects? : an elemental experiment

Pochun, Tej; Brennan, Linda; Parker, Lukas - In: Australasian marketing journal 26 (2018) 4, pp. 338-349

Persistent link: https://ebtypo.dmz1.zbw/10011965436

Die Marketingwirkungen von Börsengängen : eine konzeptionelle Analyse

Nevries, Pascal - 2018

Börsengänge (IPOs) gewinnen trotz ihrer ausgeprägten Zyklik sowohl für Unternehmen als auch für Investoren immer mehr an Bedeutung. Spätestens seit dem Börsengang der Deutschen Telekom im Jahr 1996 und dem Aufstieg und Fall des Neuen Marktes sind sie auch in Deutschland einem breiten...

Persistent link: https://ebtypo.dmz1.zbw/10011937558

Persönlichkeitsorientiertes Markenmanagement : eine empirische Untersuchung zur Messung, Wahrnehmung und Wirkung der Markenpersönlichkeit

Hieronimus, Fabian - 2018

Der Aufbau einer differenzierten Markenpersönlichkeit wird seit geraumer Zeit als entscheidend für das Markenmanagement betrachtet. In Ermangelung eines integrierten Steuerungsrahmens wird in dieser Arbeit zunächst ein Bezugsrahmen für das Management von Markenpersönlichkeiten entwickelt....

Persistent link: https://ebtypo.dmz1.zbw/10011943001

Advertising non-premium products as if they were premium : the impact of advertising up on advertising elasticity and brand equity

Guitart, Ivan A.; González, Jorge; Stremersch, Stefan - In: International journal of research in marketing : IJRM ; … 35 (2018) 3, pp. 471-489

Persistent link: https://ebtypo.dmz1.zbw/10011943264

Interactive advertising displays : audience behavior around interactive advertising columns, life-size screens and banner displays

Beyer, Gilbert - 2018

Persistent link: https://ebtypo.dmz1.zbw/10012003109

Parenting "YouTube natives" : the impact of pre-roll advertising and text disclosures on parental responses to sponsored child influencer videos

Evans, Nathaniel J.; Hoy, Mariea Grubbs; Childers, … - In: Journal of advertising : official publication of the … 47 (2018) 4, pp. 326-346

Persistent link: https://ebtypo.dmz1.zbw/10012004047

To meet or meat? : homophones in advertising encourage judgments and behaviors in children

Ilicic, Jasmina; Baxter, Stacey M.; Kulczynski, Alicia - In: Journal of advertising : official publication of the … 47 (2018) 4, pp. 378-394

Persistent link: https://ebtypo.dmz1.zbw/10012004056

When a correction contradicts : countermessages may increase adolescents’ ambivalence in response to drinking-related narratives

Russell, Cristel Antonia; Hamby, Anne M.; Russell, Dale W. - In: Journal of advertising : official publication of the … 47 (2018) 4, pp. 395-411

Persistent link: https://ebtypo.dmz1.zbw/10012004059

Television advertising television : measuring the ability of television promos to deliver ratings for new programs using single-source data

Beal, Virginia; Romaniuk, Jenni; Sharp, Byron - In: International journal of advertising : the quarterly … 37 (2018) 3, pp. 463-481

Persistent link: https://ebtypo.dmz1.zbw/10011882014

Humor effectiveness in social video engagement

Barry, James M.; Graça, Sandra S. - In: Journal of marketing theory and practice 26 (2018) 1/2, pp. 158-180

Persistent link: https://ebtypo.dmz1.zbw/10011884515

Positive effects of disruptive advertising on consumer preferences

Bell, Raoul; Buchner, Axel - In: Journal of interactive marketing : a quarterly … 41 (2018), pp. 1-13

Persistent link: https://ebtypo.dmz1.zbw/10011844888

Attraktivität und Kompetenz von Models in der Werbung : bewusste vs. unbewusste Einstellungen gegenüber Jüngeren und Älteren

Schütz, Kathrin - 2018

Persistent link: https://ebtypo.dmz1.zbw/10011806567

Ökonomie der Werbung : Grundlagen - Wirkungsweise - Geschäftsmodelle

Nöcker, Ralf - 2018 - 2., überarbeitete und aktualisierte Auflage

Persistent link: https://ebtypo.dmz1.zbw/10011806772

Werbeerfolg von 2D- und 3D-Kinowerbung : empirische Untersuchung des Nutzens der 3. Dimension

Hildebrandt, Sven - 2018

Persistent link: https://ebtypo.dmz1.zbw/10011796326

The order effect of advertisers on consumer search behavior in sponsored search markets

Park, Chang Hee; Agarwal, Manoj Kumar - In: Journal of business research : JBR 84 (2018), pp. 24-33

Persistent link: https://ebtypo.dmz1.zbw/10011802594

Leveling the playing field : how campaign advertising can help non-dominant parties

Larreguy, Horacio A; Marshall, John; Snyder, James M. - In: Journal of the European Economic Association 16 (2018) 6, pp. 1812-1849

Persistent link: https://ebtypo.dmz1.zbw/10012107133

Neuro-Advertising : gehirngerechte Werbung für mehr Erfolg in Ihrem Markt

Schwarz, Elke - 2018

Persistent link: https://ebtypo.dmz1.zbw/10011509742

The development and testing of a child-inspired advertising disclosure to alert children to digital and embedded advertising

De Jans, Steffi; Vanwesenbeeck, Ini; Cauberghe, Veroline; … - In: Journal of advertising : official publication of the … 47 (2018) 3, pp. 255-269

Persistent link: https://ebtypo.dmz1.zbw/10011930120

Transfer, Werbeforschung & Praxis : Zeitschrift für Werbung, Kommunikation und Markenführung

Deutsche Werbewissenschaftliche Gesellschaft; … - Hamburg : New-Business-Verl.; München : GBI-Genios … - Nachgewiesen 2006-64. Jahrgang, Nr. 04 (Dezember 2018)

Persistent link: https://ebtypo.dmz1.zbw/10009153132

Brains at brand touchpoints : a consumer neuroscience study of information processing of brand advertisements and the store environment in compulsive buying

Bagdziunaite, Dalia - 2018 - 1st edition

Background. Compulsive buying-defined as excessive, uncontrolled, and repetitive buying- is a serious problem in today's society, driven by consumeristic values and reinforced by marketing efforts. However, the research on the external influences (e.g., brand information) and underlying...

Persistent link: https://ebtypo.dmz1.zbw/10012131651

Good guy vs. bad guy : the influence of parasocial interactions with media characters on brand placement effects

Knoll, Johannes; Schramm, Holger; Schallhorn, Christiana; … - In: International journal of advertising : the quarterly … 34 (2015) 5, pp. 720-743

Persistent link: https://ebtypo.dmz1.zbw/10011547760

Modeling the impact of parasocial interactions with media characters on brand placement effects

Schramm, Holger; Knoll, Johannes - In: Journal of promotion management : JPM 21 (2015) 5, pp. 548-565

Persistent link: https://ebtypo.dmz1.zbw/10011433545

Corpus linguistics and the analysis of sociolinguistic change : language variety and ideology in advertising

O'Sullivan, Joan - 2020

Analysing sociolinguistic change through a radio ad corpus -- Language variety as a variable: The case of Irish English -- Language ideology and sociolinguistic change -- Examining language ideology in analysing sociolinguistic change: frameworks and theories -- Designing, building and using a...

Persistent link: https://ebtypo.dmz1.zbw/10012122151