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Year of publication
Subject
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Advertising planning 786 Werbeplanung 786 Werbewirkung 214 Advertising effects 213 Werbung 171 Advertising 151 Marketingmanagement 139 Marketing management 138 Deutschland 115 Germany 113 Theorie 99 Theory 99 Online-Marketing 92 Internet marketing 88 Werbeträger 82 Advertising media 80 Consumer behaviour 75 Konsumentenverhalten 75 USA 73 United States 73 Brand management 69 Markenführung 69 Advertising industry 57 Werbewirtschaft 57 Marketing 53 Zielgruppe 50 Target group 49 Öffentlichkeitsarbeit 36 Psychology of advertising 35 Werbepsychologie 35 Public relations 34 Brand 30 Markenartikel 30 Market research 27 Marktforschung 27 Direct marketing 25 Direktmarketing 25 Erfolgsfaktor 25 Success factor 25 Brand image 24
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Online availability
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Undetermined 95 Free 52
Type of publication
All
Article 505 Book / Working Paper 291 Journal 9
Type of publication (narrower categories)
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Article in journal 290 Aufsatz in Zeitschrift 290 Aufsatz im Buch 207 Book section 207 Hochschulschrift 59 Graue Literatur 51 Non-commercial literature 51 Thesis 44 Arbeitspapier 31 Ratgeber 31 Working Paper 31 Case study 26 Fallstudie 26 Guidebook 25 Lehrbuch 23 Collection of articles of several authors 20 Sammelwerk 20 Textbook 17 Bibliografie enthalten 14 Bibliography included 14 Reprint 8 Aufsatzsammlung 7 Handbook 6 Handbuch 6 Collection of articles written by one author 4 Konferenzschrift 4 Sammlung 4 Interview 3 Conference proceedings 2 Einführung 2 Forschungsbericht 2 Mehrbändiges Werk 2 Multi-volume publication 2 Nachschlagewerk 2 Reference book 2 Abstract 1 Beispielsammlung 1 Bibliografie 1 Company information 1 Firmeninformation 1
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Language
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English 497 German 298 Undetermined 8 French 4 Italian 1 Russian 1 Spanish 1 Swedish 1
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Author
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King, Stephen 13 Unger, Fritz 13 Fuchs, Wolfgang 10 Naik, Prasad A. 8 Gierl, Heribert 7 Steffenhagen, Hartwig 7 Pelsmacker, Patrick de 6 Pepels, Werner 6 Brunner, Christian Boris 5 Chandra, Ambarish 5 Esch, Franz-Rudolf 5 Gärtner, Robert Henrik 5 Percy, Larry 5 Rossiter, John R. 5 Schweiger, Günter 5 Westwood, John 5 Cheong, Yunjae 4 Elliott, Richard 4 Kaiser, Ulrich 4 Kim, Kihan 4 Okazaki, Shintaro 4 Peters, Kay 4 Schrattenecker, Gertraud 4 Schultz, Don E. 4 Tellis, Gerard J. 4 Anderson, Simon P. 3 Baetzgen, Andreas 3 Bruhn, Manfred 3 Dahlén, Micael 3 Danaher, Peter J. 3 Eisend, Martin 3 Fulgoni, Gian 3 Gijsenberg, Maarten J. 3 Gou, Qinglong 3 Huang, Zhimin 3 Huber, Frank 3 Jugenheimer, Donald W. 3 Kastner, Sonja 3 Kelley, Larry D. 3 Koncz, Julia 3
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Institution
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Springer Fachmedien Wiesbaden 8 Deutsche Werbewissenschaftliche Gesellschaft 3 Axel-Springer-Verlag / Media-Service 2 Duncker & Humblot 2 Europäische Agentur für Sicherheit und Gesundheitsschutz am Arbeitsplatz 2 Technische Universität Braunschweig 2 Österreichische Werbewissenschaftliche Gesellschaft 2 Books on Demand GmbH <Norderstedt> 1 Chambre de commerce et d'industrie de Paris 1 Communication, Advertising and Marketing Education Foundation 1 Fachhochschule Reutlingen / European School of Business 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
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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 21 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 SpringerLink / Bücher 15 Journal of marketing communications 11 Transfer, Werbeforschung & Praxis : Zeitschrift für Werbung, Kommunikation und Markenführung 11 PR-Kampagnen 9 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 Handbook of research on effective advertising strategies in the social media age 6 Handbuch Kommunikation : Grundlagen, innovative Ansätze, praktische Umsetzungen 6 Journal of business research : JBR 6 Handbuch Kommunikationsmanagement 5 Journal of marketing research : JMR 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 European journal of marketing : EJM 4 Faculty & research / Insead : working paper series 4 Journal of promotion management : JPM 4 Kampagnen, Kontakte, Konkurrenz : Potentiale der Radiowerbung 4 PR-Kampagnen : über die Inszenierung von Öffentlichkeit 4 Advances in marketing, customer relationship management, and e-services (AMCRMES) book series 3 Akzente 3 Beiträge des Instituts für Empirische Wirtschaftsforschung 3 European journal of operational research : EJOR 3 Gabler Edition Wissenschaft 3 Handbuch Unternehmenskommunikation 3 Harvard-Business-Manager : das Wissen der Besten 3 Health marketing quarterly 3 International journal of market research : JMRS ; the journal of the Market Research Society 3 Journal of direct, data and digital marketing practice : the international journal of the Institute of Direct Marketing 3 Measuring and managing brands 3 Research 3 The Rand journal of economics 3 The journal of industrial economics 3
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Source
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ECONIS (ZBW) 797 RePEc 8
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New politics : depoliticising taxpayer-funded advertising
Wood, Danielle; Stobart, Anika; Griffiths, Kate - 2022
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A Model of Strategic Targeted Advertising
Moraga-González, José L.; Galeotti, Andrea - 2021
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...
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Advertising creative : strategy, copy, and design
2023 - Sixth edition
"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...
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Signaling through advertising when an ad can be blocked
Chen, Yuxin; Liu, Qihong - In: Marketing science 41 (2022) 1, pp. 166-187
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Dynamic budget allocation for social media advertising campaigns : optimization and learning
Luzon, Yossi; Pinchover, Rotem; Khmelnitsky, Eugene - In: European journal of operational research : EJOR 299 (2022) 1, pp. 223-234
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Cooperative advertising in competing supply chains and the long-term effects of retail advertising
Karray, Salma; Martín Herrán, Guiomar; Sigué, Simon … - In: Journal of the Operational Research Society 73 (2022) 10, pp. 2242-2260
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Are they being authentic? : the effects of self-disclosure and message sidedness on sponsored post effectiveness
Lee, Susanna S.; Johnson, Benjamin K. - In: International journal of advertising : the review of … 41 (2022) 1, pp. 30-53
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A narrative approach for overcoming the message credibility problem in green advertising
Kim, Eunjin; Shoenberger, Heather; Kwon, Eunseon; … - In: Journal of business research : JBR 147 (2022), pp. 449-461
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Advanced introduction to advertising
Pelsmacker, Patrick de - 2022
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Covid-19 and advertising : the case for a paradigm shift
Gangadharbatla, Harsha - In: Journal of current issues and research in advertising 42 (2021) 1, pp. 1-18
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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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Master of marketing measurement : Margaret Henderson Blair on marketing accountability
Blair, Margaret Henderson - 2021
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'It is Not the Advertising' Alternative Strategies More Effective in Selling a Product
Khandelwal, Aditi - 2018
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...
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Billboard Advertisement Strategies
Shanmugathas, Dr.Mrs. Shivany - 2018
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...
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Buying the verdict
Cohen, Lauren H.; Gurun, Umit G. - 2018
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Advertising strategy in the presence of reviews : an empirical analysis
Hollenbeck, Brett; Moorthy, Sridhar; Proserpio, Davide - 2017
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Targeted advertising in the breakfast ceral industry
Berning, Joshua; Rabinowitz, Adam N. - In: Journal of agricultural and applied economics : JAEE 49 (2017) 3, pp. 382-399
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Fischer's Archiv : Kampagnen pur
München : MEEDIA GmbH; -2011: Hamburg : Fischer's …; … - 1995,11 - 2010; 16.2011,176-25. Jahrgang, #278 ; damit …
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Markt- und Werbepsychologie
Schneider, Willy - 2020
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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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Exploring consumers' curiosity : essays on the influence of curiosity on consumer behavior
Daume, Jana - 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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Meatsplaining : the animal agriculture industry and the rhetoric of denial
Hannan, Jason (ed.) - 2020
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...
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Branding diversity : new advertising and cultural strategies
Khamis, Susie - 2020
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Branding diversity : new advertising and cultural strategies
Khamis, Susie - 2020
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...
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Practitioners' view of the role of OOH advertising media in IMC campaigns
Roux, A. T. - In: Management : journal of contemporary management issues 21 (2016) 2, pp. 181-205
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...
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Einflussfaktoren auf Werbeinvestitionen
Kienzler, Stephanie - 2016
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Essays on industrial organization
Aghadadashli, Hamid - 2016
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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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Personalized pricing and advertising : who are the winners?
Esteves, Rosa-Branca; Resende, Joana - In: International journal of industrial organization 63 (2019), pp. 239-282
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The role of source characteristics and message appeals in Public Service Advertising (PSA) messages : an application of Fishbein's expectancy-value model and the match-up hypothesi...
Ahn, Hoyoung; Paek, Hye-Jin; Tinkham, Spencer - In: Journal of current issues and research in advertising 40 (2019) 2, pp. 147-170
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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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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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Live Campaigns : Event-Kampagnen als Konzept einer wirkungsvollen Marketing-Kommunikation
Dams, Colja M.; Luppold, Stefan - 2019
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Targeted advertising by asymmetric firms
Zhang, Jianqiang; He, Xiuli - In: Omega : the international journal of management science 89 (2019), pp. 136-150
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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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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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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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Influencer-Marketing : Strategie, Briefing, Monitoring
Funke, Sven-Oliver - 2019 - 1. Auflage
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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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The use of different endorser types in advertising : a content analysis of magazine advertisements
Schimmelpfennig, Christian - In: Journal of global marketing 32 (2019) 3, pp. 139-153
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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
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...
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Information Gatekeepers on the Internet and the Competitiveness of Homogeneous Product Markets
Baye, Michael R. - 2015
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....
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Optimal inventory control in the presence of dynamic pricing and dynamic advertising
Weber, Martin - 2015
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Endorsements beyond mainstream : an investigation of the prevalence of typical celebrity endorsements and the potential of unconventional endorsement strategies
Schimmelpfennig, Christian - 2015
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...
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Build it, buy it or both? : rethinking the sourcing of advertising services
Silk, Alvin J.; Stiglin, Marta M. - 2015
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Advertising strategies for brand image repair : the effectiveness of advertising alliances
Maehle, Natalia; Supphellen, Magne - In: Journal of marketing communications 21 (2015) 6, pp. 450-462
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Financial Phantasmagoria : Corporate Image-Work in Times of Crisis
De Cock, Christian - 2014
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...
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E-Mail-Marketing kompakt : E-Mail-Adressen gewinnen, Kampagnen entwickeln und kontrollieren, die passende Software finden
Kreutzer, Ralf T. - 2018
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...
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