We study a simultaneous move game of targeted advertising and pricing in a market with various consumer segments. In this setting, we explore the implications of market segmentation on firm competitiveness. If firms are unable to target their ads on different consumer segments, a unique...

"Advertising Creative, Sixth Edition gets right to the point of advertising by stressing key principles and practical information students and working professionals can use. Drawing on personal experience as award-winning experts in creative advertising, this new edition offers real-world...

Promotion is required by every organization to make its target market aware about its products. With the help of good promotion strategy an organization can earn higher profits.Usually we find brand promotion helps in earning high revenue but this research paper reveals that even stopping...

Fluctuating buyer requirements and their activities source to be more imaginative in advertising. To be different, to reach the target audiences with effective messages pointed out the need of creative strategic studies. Billboard advertising plays an important role and it should be placed on...

Introduction: the meat industry explains things to us /Jason Hannan --Pink slime is good for you? /Norie Ross Singer --Grieg in the henhouse /Daniel Lees Fryer --Ethical meat from family farms? /Saara Kupsala --Whose land? Whose beef? Marketing beef in Canada /Kelsey Speakman --Colouring outside...

Cover -- Half Title -- Series Page -- Title -- Copyright -- Contents -- Introduction -- 1 The rise of programmatic (and problematic) advertising -- 2 Budweiser -- reimagining America's beer -- 3 Gillette -- the best a man can be -- 4 Vogue -- finally fashioning diversity -- 5 Patagonia -- 'don't...

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...

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...

Colja M. Dams und Stefan Luppold geben in diesem essential Anstöße, formulieren Antworten, erklärten Zusammenhänge und treten den Beweis an für den Erfolg von neuen Marketing-Konzepten in der gelebten Praxis. Mithilfe von Beispielen aus der Praxis für die Praxis zeigen die Autoren: Live...

We examine the equilibrium interaction between a market for price information (controlled by a gatekeeper) and the homogenous product market it serves. The gatekeeper charges fees to firms that advertise prices on its Internet site and to consumers who access the list of advertised prices....

Obwohl es bereits eine Vielzahl an Studien im Bereich Prominenten-Testimonials gibt, sind dennoch verschiedene Forschungsfragen unbeantwortet, beziehungsweise haben sich aufgrund der Veränderung und Weiterentwicklung dieser Werbestrategie neu aufgetan. Mithilfe konzeptioneller, quantitativer...

Over the period January-December 2008 we collected 241 separate advertisements from 61 financial institutions published in the Financial Times. Reading across the ensemble of ads for themes and evocative images, sketching an outline in symbolic space as it were, provides an impression of the...

Dieses Buch zeigt, dass E-Mail-Marketing für die Unternehmenskommunikation unverzichtbar ist und bleibt. Es gibt über fünf Milliarden E-Mail-Accounts, aber "nur" zwei Milliarden Facebook-Nutzer! Schon allein durch diese Zahlen wird die Relevanz des E-Mail-Marketings deutlich. Durch...