"Advertising Media Planning blends the latest methods for digital communication and an understanding of the global landscape with the best practices of the functional areas of media planning. Taking a unique brand communication approach from an agency perspective, the textbook is organised into...

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...

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...

Choosing the correct media to carry your message could well be the most important advertising decision you make. It is estimated that from 70 to 90 percent of the advertising budget for any small business is spent in the media – the space or time that carries your business message. Many...

Choosing the correct media to carry your message could well be the most important advertising decision you make. It is estimated that from 70 to 90 percent of the advertising budget for any small business is spent in the media – the space or time that carries your business message. Many...

The key objective of this multi-method, exploratory study was to investigate advertising and marketing practices in online social media (OSM) from the perspective of consumer behaviour and consumer protection. It aimed to identify and assess commercial practices in the context of OSM that could...

During the last decade the internet has been the fastest growing segment in advertising. Exploiting Nielsen data, we analyze the advertising pattern displayed by the population of organizations (i.e. companies, non-profit institutions and public entities) that were active on the Italian national...

В статье рассмотрены особые отличия коммуникационного процесса в рамках комплекса реализации маркетинговой деятельности предприятия среди других видов...

The article considers specific features of the communication process within the framework of the complex of realisation of marketing activity of a company compared to other types of social communication. It offers stages of the process of formation and transfer of information to the market with...

Newspapers have been experiencing declining circulation figures and diminishing advertising revenues for several years - both effects might pose a threat to the continuing existence of (print) newspapers. In an earlier paper, Lindstädt & Budzinski (2011) argued from a theoretical viewpoint that...

Newspapers have been experiencing declining circulation figures and diminishing advertising revenues for several years - both effects might pose a threat to the continuing existence of (print) newspapers. In an earlier paper, Lindstädt & Budzinski (2011) argued from a theoretical viewpoint that...

Newspapers have been experiencing declining circulation figures and advertising revenues for several years. Declining advertising figures, in particular, pose a threat to newspapers - this is especially severe in the U.S. where 73 per cent of newspapers’ revenues are generated through...

Newspapers have been experiencing declining circulation figures and diminishing advertising revenues for several years – both effects might pose a threat to the continuing existence of (print) newspapers. In an earlier paper, Lindstädt & Budzinski (2011) argued from a theoretical viewpoint...

This paper investigates the upcoming business model of online streaming services allowing music consumers either to subscribe to a service which provides free-of-charge access to streaming music and which is funded by advertising, or to pay a monthly flat fee in order to get ad-free access to...

This paper investigates the upcoming business model of online streaming services allowing music consumers either to subscribe to a service which provides free-of-charge access to streaming music and which is funded by advertising, or to pay a monthly flat fee in order to get ad-free access to...

Einkauf ist Erlebnis. Nicht nur in Flagship-Stores, sondern auch im klassischen Supermarkt stehen dem Handel digitale Instrumente zur Verfügung, um die Sinne der Kunden vielfältig anzusprechen. So auch mittels Digital Signage. Vermehrt finden sich derartige Monitore in den Märkten. Oft werden...

Newspapers have experienced declining circulation figures and declining advertising revenues for several years. In particular, declining advertising figures put a threat on newspapers - this is especially severe in the US where 73% of their revenues are generated through advertising. On the...

This paper investigates the upcoming business model of online streaming services allowing music consumers either to subscribe to a service which provides free-of-charge access to streaming music and which is funded by advertising, or to pay a monthly flat fee in order to get ad-free access to...

Previous research has shown that consumer trust in advertising is low and continues to diminish. Researchers have also found that a big share of advertising investments is placed in less favorable media which can contribute to consumers’ increasing disbelief towards advertising. The results of...

This paper investigates the upcoming business model of online streaming services allowing music consumers either to subscribe to a service which provides free-of-charge access to streaming music and which is funded by advertising, or to pay a monthly flat fee in order to get ad-free access to...

Celebrity endorsement is omnipresent. However, despite its prevalence, it is unclear why celebrities are more persuasive than (equally attractive) non-famous endorsers. The present study investigates which processes underlie the effect of fame on product memory and purchase intention by the use...