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  • Search: subject_exact:"Advertising planning"
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Year of publication
Subject
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Werbeplanung 837 Advertising planning 772 Werbewirkung 217 Advertising effects 216 Werbung 198 Advertising 165 USA 162 United States 162 Marketingmanagement 133 Marketing management 132 Theorie 112 Theory 112 Deutschland 110 Germany 107 Online-Marketing 89 Internet marketing 87 Consumer behaviour 77 Konsumentenverhalten 77 Werbeträger 72 Advertising media 68 Brand management 67 Markenführung 67 Advertising industry 58 Werbewirtschaft 58 Marketing 50 Zielgruppe 42 Target group 41 Werbepsychologie 39 Öffentlichkeitsarbeit 39 Psychology of advertising 37 Public relations 35 Brand 33 Markenartikel 33 Marktforschung 27 Market research 25 Brand image 24 Direct marketing 24 Direktmarketing 24 Markenimage 24 Beziehungsmarketing 23
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Online availability
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Undetermined 91 Free 33
Type of publication
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Article 535 Book / Working Paper 290 Journal 12
Type of publication (narrower categories)
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Article in journal 330 Aufsatz in Zeitschrift 330 Aufsatz im Buch 204 Book section 204 Hochschulschrift 68 Graue Literatur 52 Non-commercial literature 52 Thesis 42 Arbeitspapier 33 Working Paper 33 Ratgeber 31 Case study 28 Fallstudie 28 Guidebook 25 Collection of articles of several authors 21 Sammelwerk 21 Lehrbuch 17 Dissertation u.a. Prüfungsschriften 11 Bibliografie enthalten 10 Bibliography included 10 Reprint 7 Handbook 6 Handbuch 6 Aufsatzsammlung 4 Collection of articles written by one author 4 Konferenzschrift 4 Sammlung 4 Interview 3 Conference paper 2 Conference proceedings 2 Einführung 2 Forschungsbericht 2 Konferenzbeitrag 2 Nachschlagewerk 2 Reference book 2 Abstract 1 Beispielsammlung 1 Bericht 1 Bibliografie 1 Commentary 1
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Language
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English 505 German 326 French 4 Undetermined 4 Italian 1 Russian 1 Spanish 1 Swedish 1
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Author
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King, Stephen 13 Gierl, Heribert 7 Steffenhagen, Hartwig 7 Naik, Prasad A. 6 Schmalen, Helmut 6 Unger, Fritz 6 Cheong, Yunjae 5 De Pelsmacker, Patrick 5 Esch, Franz-Rudolf 5 Kim, Kihan 5 Pepels, Werner 5 Schweiger, Günter 5 Westwood, John 5 Brunner, Christian Boris 4 Fuchs, Wolfgang 4 Percy, Larry 4 Schrattenecker, Gertraud 4 Streich, Michael 4 Anderson, Simon P. 3 Baetzgen, Andreas 3 Bruhn, Manfred 3 Chandra, Ambarish 3 Dahlén, Micael 3 Danaher, Peter J. 3 Drees, Norbert 3 Eisend, Martin 3 Elliott, Richard 3 Fulgoni, Gian 3 Gou, Qinglong 3 Gregory, Anne 3 Gärtner, Robert Henrik 3 Huang, Zhimin 3 Hühn, Arief Ernst 3 Koncz, Julia 3 Koschnick, Wolfgang J. 3 Koslow, Scott 3 Musiol, Gerald 3 Okazaki, Shintaro 3 Peters, Kay 3 Putte, Bas van den 3
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Institution
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Springer Fachmedien Wiesbaden GmbH 8 Deutsche Werbewissenschaftliche Gesellschaft 4 Österreichische Werbewissenschaftliche Gesellschaft 3 Axel-Springer-Verlag / Media-Service 2 European Agency for Safety and Health at Work 2 Technische Universität Braunschweig 2 Axel-Springer-Verlag <Berlin, West> / Marketing Anzeigen 1 Books on Demand GmbH <Norderstedt> 1 Chambre de commerce et d'industrie de Paris 1 Duncker & Humblot 1 European School of Business <Reutlingen> 1 ICORIA <9, 2010, Madrid> 1 IGI Global 1 Rheinwerk Verlag 1 Springer Gabler <Firma> 1 Stereotypen und Wissensrepräsentationen in Marketing und Werbung <Veranstaltung> <2015, Darmstadt> 1 The Nielsen Company (Germany) 1 Uni-Taschenbücher GmbH 1 Universitetet i Oslo / Økonomisk institutt 1 Würzburger Werbefachgespräch <22, 1984, Würzburg> 1
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Published in...
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Journal of advertising research 28 International journal of advertising : the quarterly review of marketing communications 23 Journal of advertising : official publication of the American Academy of Advertising 20 Leitfaden Online-Marketing ; [Bd. 1] 19 A master class in brand planning : the timeless works of Stephen King 17 Journal of marketing communications 13 Transfer, Werbeforschung & Praxis : Zeitschrift für Werbung, Kommunikation und Markenführung 11 Journal of business research : JBR 10 PR-Kampagnen 9 European journal of marketing : EJM 8 Journal of marketing research : JMR 8 Current insights and future trends : [extended versions of papers presented at the 10th ICORIA (International Conference on Research in Advertising), held in Berlin, Germany, in June 2011] 7 The Sage handbook of advertising 7 Handbook of research on effective advertising strategies in the social media age 6 Handbuch Kommunikation : Grundlagen, innovative Ansätze, praktische Umsetzungen 6 European journal of operational research : EJOR 5 Handbuch Kommunikationsmanagement 5 Journal of marketing theory and practice 5 Journal of public policy & marketing : JPP & M ; an annual publ. of the Division of Research, Graduate School of Business Administration, University of Michigan 5 Marketing : ZFP ; journal of research and management 5 Strategische Kommunikationsplanung 5 UTB / Betriebswirtschaftslehre 5 Dialogmarketing Perspektiven 2009/2010 : Tagungsband 4. Wissenschaftlicher Interdisziplinärer Kongress für Dialogmarketing 4 Faculty & research / Insead : working paper series 4 Kampagnen, Kontakte, Konkurrenz : Potentiale der Radiowerbung 4 Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences 4 PR-Kampagnen : über die Inszenierung von Öffentlichkeit 4 Akzente 3 Beiträge des Instituts für Empirische Wirtschaftsforschung 3 Gabler Edition Wissenschaft 3 Handbuch Unternehmenskommunikation 3 Harvard-Business-Manager : das Wissen der Besten 3 Health marketing quarterly 3 International journal of electronic commerce : IJEC 3 International journal of market research : JMRS ; the journal of the Market Research Society 3 International journal of production economics 3 Journal of direct, data and digital marketing practice : the international journal of the Institute of Direct Marketing 3 Journal of marketing 3 Journal of marketing management : MM 3 Journal of promotion management : JPM 3
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Source
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ECONIS (ZBW) 800 USB Cologne (EcoSocSci) 37
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Reinforcement learning in social media marketing
Eklund, Patrik - In: Handbook of research on applied AI for international …, (pp. 30-48). 2021
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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)
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Buying the verdict
Cohen, Lauren H.; Gurun, Umit G. - 2018
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Framing financial advertising : message effectiveness in intertemporal choice
Kim, Kenneth; McKinnon, Lori Melton - In: Journal of marketing communications 26 (2020) 3, pp. 328-342
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Disclosing sponsored Instagram posts : the role of material connection with the brand and message-sidedness when disclosing covert advertising
Veirman, Marijke de; Hudders, Liselot - In: International journal of advertising : the review of … 39 (2020) 1, pp. 94-130
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How brands highlight country of origin in magazine advertising : a content analysis
Hornikx, Jos; Meurs, Frank van; Heuvel, Jauke van den; … - In: Journal of global marketing 33 (2020) 1, pp. 34-45
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Traditional and emerging integrated marketing communication touchpoints used in Effie Award-winning promotional campaigns
Zwerin, Amanda; Clarke, Theresa B.; Clarke, Irvine - In: Journal of promotion management : innovations in … 26 (2020) 2, pp. 163-185
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Markt- und Werbepsychologie
Schneider, Willy - 2020
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Modeling the impact of product quality on dynamic pricing and advertising policies
Chenavaz, Régis Y.; Feichtinger, Gustav; Hartl, Richard F. - In: European journal of operational research : EJOR 284 (2020) 3, pp. 990-1001
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Nonparametric advertising budget allocation with inventory constraint
Yang, Chaolin; Xiong, Yi - In: European journal of operational research : EJOR 285 (2020) 2, pp. 631-641
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The anatomy of the advertising budget decision : how analytics and heuristics drive sales performance
Kolsarici, Ceren; Vakratsas, Demetrios; Naik, Prasad A. - In: Journal of marketing research 57 (2020) 3, pp. 468-488
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Branding diversity : new advertising and cultural strategies
Khamis, Susie - 2020
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From purchasing exposure to fostering engagement : brand-consumer experiences in the emerging computational advertising landscape
Araujo, Theo; Copulsky, Jonathan R.; Hayes, Jameson L.; … - In: Journal of advertising 49 (2020) 4, pp. 428-445
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Advertising strategy in the presence of reviews : an empirical analysis
Hollenbeck, Brett; Moorthy, Sridhar; Proserpio, Davide - 2017
Persistent link: https://ebtypo.dmz1.zbw/10011897809
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Partner or supplier : an examination of client/agency relationships in an IMC context
Mortimer, Kathleen; Laurie, Sally - In: Journal of marketing communications 25 (2019) 1, pp. 28-40
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Ethical limits to the intrusiveness of online advertising formats : a critical review of Better Ads Standards
Belanche, Daniel - In: Journal of marketing communications 25 (2019) 7, pp. 685-701
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Scheduling TV advertisements via genetic algorithm
Czerniachowska, Kateryna - In: European journal of industrial engineering : EJIE 13 (2019) 1, pp. 81-116
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Propagators, creativity, and informativeness : what helps ads go viral
Moldovan, Sarit; Steinhart, Yael; Lehmann, Donald R. - In: Journal of interactive marketing : a quarterly … 47 (2019), pp. 102-114
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Pricing and advertising in a supply chain of perishable products under asymmetric information
Chernonog, Tatyana; Avinadav, Tal - In: International journal of production economics 209 (2019), pp. 249-264
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Delayed effects of cooperative advertising in goodwill dynamics
Machowska, Dominika - In: Operations research letters 47 (2019) 3, pp. 178-184
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Effects of different types of framing in advertising messages on human decision behaviour
Burböck, Birgit; Kubli, Viktoria; Maček, Anita; … - In: International journal of diplomacy and economy 5 (2019) 1, pp. 27-41
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How to write a marketing plan : define your strategy, plan effectively and reach your marketing goals
Westwood, John - 2019 - Sixth edition
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Cooperative search advertising
Cao, Xinyu; Ke, T. Tony - In: Marketing science : the marketing journal of the … 38 (2019) 1, pp. 44-67
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Stereotype in Marketing und Werbung : interdisziplinäre Perspektiven auf kulturspezifische Wissensrepräsentationen
Janich, Nina (ed.) - Stereotypen und Wissensrepräsentationen in Marketing … - 2019
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Live Campaigns : Event-Kampagnen als Konzept einer wirkungsvollen Marketing-Kommunikation
Dams, Colja M.; Luppold, Stefan - 2019
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Erfolgsfaktoren der Sponsoringumsetzung und -aktivierung : eine empirische Analyse aus Management- und Konsumentenwirkungsperspektive im Kontext der Fußball-Bundesliga
Dreisbach, Jan - 2019
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Influencer-Marketing : Strategie, Briefing, Monitoring
Funke, Sven-Oliver - 2019 - 1. Auflage
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Advertising strategy in the presence of reviews : an empirical analysis
Hollenbeck, Brett; Moorthy, Sridhar; Proserpio, Davide - In: Marketing science : the marketing journal of the … 38 (2019) 5, pp. 793-811
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Advertising agency selection, customer retention and satisfaction factors : an exploratory research in the Greek advertising market
Katsonis, Nikolaos; Tsekouropoulos, Georgios; … - In: International journal of technology marketing : IJTMkt 13 (2019) 2, pp. 125-142
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Search advertising : budget allocation across search engines
Zia, Mohammad; Rao, Ram C. - In: Marketing science : the marketing journal of the … 38 (2019) 6, pp. 1023-1037
Persistent link: https://ebtypo.dmz1.zbw/10012147195
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Seeding as part of the marketing mix : word-of-mouth program interactions for fast-moving consumer goods
Dost, Florian; Phieler, Ulrike; Haenlein, Michael; … - In: Journal of marketing 83 (2019) 2, pp. 62-81
Persistent link: https://ebtypo.dmz1.zbw/10012175889
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An examination of television consumption by racial and ethnic audiences in the U.S. : implications for multicultural media planning and media measurement
James, J. P.; Lindsey-Warren, Tyrha M. - In: Journal of advertising research 59 (2019) 1, pp. 40-52
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Increasing the persuasiveness of anti-drunk driving appeals : the effect of negative and positive message framing
Teng, Lefa; Zhao, Guangzhi; Li, Feng; Liu, Lu; Shen, Lulu - In: Journal of business research : JBR 103 (2019), pp. 240-249
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Transfer : Zeitschrift für Kommunikation und Markenmanagement
Deutsche Werbewissenschaftliche Gesellschaft - Hamburg : New Business Verlag GmbH & Co. KG - 65. Jahrgang, Nr. 01 (März 2019)- = Folge 257-
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Advertising for consideration
Astorne-Figari, Carmen; López, José Joaquín; … - In: Journal of economic behavior & organization : JEBO 157 (2019), pp. 653-669
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Werbung für ökologisch nachhaltige Produkte : ein Forschungsüberblick mit Gestaltungsempfehlung für die Praxis
Jäger, Anna-Katharina; Weber, Anja; Kirchgeorg, Manfred - 2019
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Erfolgsfaktoren der Sponsoringumsetzung und -aktivierung : eine empirische Analyse aus Management- und Konsumentenwirkungsperspektive im Kontext der Fußball-Bundesliga
Dreisbach, Jan - 2019
Auf der Basis von zwei empirischen Analysen im Kontext der Fußball-Bundesliga identifiziert Jan Dreisbach Faktoren, die zu einem erfolgreichen Management von Sponsoringengagements beitragen. In der ersten Studie werden anhand der Informationen aus 20 Experteninterviews mit unterschiedlichen...
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Einflussfaktoren auf Werbeinvestitionen
Kienzler, Stephanie - 2016
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Enhancing client loyalty of advertising agencies : the influence of creativity and inter-firm relationships
Levin, Elizabeth; Lobo, Antonio; Thaichon, Park - In: Journal of Contemporary Issues in Business and Government 22 (2016) 1, pp. 6-22
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Essays on industrial organization
Aghadadashli, Hamid - 2016
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Spatial advertisement in political campaigns
Prummer, Anja - 2016
This paper characterizes the optimal advertising strategy of candidates in an election campaign, where groups of heterogeneous voters are targeted through media outlets. We discuss its effects on the implemented policy and relate it to the well-documented increase in polarization. Additionally,...
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Optimal inventory control in the presence of dynamic pricing and dynamic advertising
Weber, Martin - 2015
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"Give me happiness" or "Take away my pain" : explaining consumer responses to prescription drug advertising
Sumpradit, Nithima; Bagozzi, Richard P.; Ascione, Frank J. - In: Cogent business & management 2 (2015), pp. 1-27
We examine how consumers react to direct-to-consumer advertising (DTCA) by investigating the role of goal compatibility between motivation to process advertisements and consumer self-concept. Specifically, we examine the interaction between self-regulatory (prevention versus promotion) focus and...
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Build it, buy it or both? : rethinking the sourcing of advertising services
Silk, Alvin J.; Stiglin, Marta M. - 2015
Persistent link: https://ebtypo.dmz1.zbw/10011305238
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"Is there a gap in the market, and is there a market in the gap?" : How advertising planning performs markets
Jacobi, Erik S.; Freund, James; Araujo, Luis - In: Journal of marketing management : MM 31 (2015) 1/2, pp. 37-61
Persistent link: https://ebtypo.dmz1.zbw/10010511385
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The creative search for an insight in account planning : an absorptive capacity approach
Parker, John; Ang, Lawrence; Koslow, Scott - In: Journal of advertising : official publication of the … 47 (2018) 3, pp. 237-254
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Am I intruding? : developing a conceptualisation of advertising intrusiveness
Riedel, Aimee S.; Weeks, Clinton S.; Beatson, Amanda T. - In: Journal of marketing management : MM 34 (2018) 9/10, pp. 750-774
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What impedes efficient adoption of products? : evidence from randomized sales offers for fuel-efficient cookstoves in uganda
Levine, David I.; Beltramo, Theresa; Blalock, Garrick; … - In: Journal of the European Economic Association 16 (2018) 6, pp. 1850-1880
Persistent link: https://ebtypo.dmz1.zbw/10012107157
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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
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The risk of omitting warmth or competence information in ads : advertising strategies for hedonic and utilitarian brand types
Peter, Christina; Ponzi, Milan - In: Journal of advertising research 58 (2018) 4, pp. 423-432
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