Competing for Consumers Online: The Advertising Strategies of Vertically Differentiated Firms

2014 ◽  
pp. 542-542
Author(s):  
Elie Ofek ◽  
Taylan Yalcin
Keyword(s):  
Advertising Strategies

Violence and Sex as Advertising Strategies in Television Commercials

2010 ◽  
Vol 15 (4) ◽  
pp. 304-311 ◽  
Author(s):  
Christopher J. Ferguson ◽  
Amanda M. Cruz ◽  
Daniel Martinez ◽  
Stephanie M. Rueda ◽  
Diana E. Ferguson
Keyword(s):  
Young Adults ◽  
Sexual Content ◽  
Television Show ◽  
Television Commercials ◽  
Brand Recall ◽  
Violent Content ◽  
Willingness To Buy ◽  
Advertising Strategies ◽  
Television Violence ◽  
The Impact

Despite several studies investigating the impact of sex and violence in television on consumer behavior and memory for products in commercials, results remain inconsistent and debated. The purpose of the current study was to examine the effects of television violence and sex on memory for commercials and willingness to buy products. Two hundred twelve young adults were assigned to watch either a sexual, violent, combined sexual and violent or neutral television show. Within each show were embedded 12 commercials, four violent, four sexual, and four neutral. Results indicated that violent or sexual content of the television show did not impair memory for commercials or willingness to buy products, and that sexual or violent content in the commercials themselves increased memory for those commercials. Implications for the current study are that violent or sexual shows may adequately function in attracting viewers’ attention, with sexual and violent content in the commercials themselves improving viewers memory for products. Use of violent or sexual content in commercials may thus be useful in advertising for brand recall.

A survey on the most in-demand books in Moscow libraries

2019 ◽  
pp. 75-83
Author(s):  
S. S. Sekretov
Keyword(s):  
Children's Books ◽  
Children’S Books ◽  
Long Period ◽  
Literary Journals ◽  
Advertising Strategies ◽  
Fiction Writers ◽  
Literary Journal ◽  
Translated Literature

The article presents a survey of readers’ demand for books and periodicals conducted in Moscow libraries in 2018, which analyzes readers’ tastes and preferences. The most in-demand serious fiction writers include E. Vodolazkin, A. Ivanov, Z. Prilepin, A. Rubanov, D. Rubina and G. Yakhina. The author enumerates the reasons for a particular writer, book or journal to keep their top position in the readers’ ratings over a long period of time. Also described are writers’ advertising strategies, as well as the influence of television and screen adaptations on readers’ demand for new books. Noviy Mirhas long established itself as the main thick literary journal. The article also raises the issue of dwindling circulation of literary journals, and offers advice to writers, editors, publishers and librarians about promoting their products. As a separate topic, the article examines a growing demand for translated literature (published, among others, in Inostrannaya Literatura), as well as for children’s books.

Advertising Strategies: Corporate and Product-Specific

1984 ◽  
Author(s):  
Jr. Koenig ◽  
Robert F.
Keyword(s):  
Advertising Strategies

Using rational and emotional appeals in online advertisements for Muslim customers

2014 ◽  
Vol 5 (1) ◽  
pp. 97-124 ◽  
Author(s):  
Mehdi Behboudi ◽  
Hossein Vazifehdoust ◽  
Kobra Najafi ◽  
Mina Najafi
Keyword(s):  
Latent Variables ◽  
Online Advertising ◽  
Product Involvement ◽  
Content Type ◽  
Factors Affecting ◽  
Advertising Appeals ◽  
Emotional Appeals ◽  
Advertising Strategies ◽  
Larger Sample ◽  
Selection Of

Purpose – The purpose of this study is to verify the factors affecting the use of emotional and rational appeals in online advertising among Muslim customers in Iran. Design/methodology/approach – By reviewing the literature of advertising appeals and developing a comprehensive theoretical model, the effect of rational and emotional appeals on online advertising was examined. Expert questionnaire was administered to verify the validity of collected features. The Student's t-test was utilized to analyze the data collected from 271 participants. Findings – Five latent variables, namely user type, product involvement, e-lifestyle, advertising strategies, and internet motives were examined to explain factors affecting online advertising appeals among Muslim customers in Iran. It was found that “advertising strategies” and “user type” are the most effective factors influencing Muslims customers in developing an online advertising campaign. Research limitations/implications – The sample of this study was Iranian experts and it is necessary to conduct a survey with a larger sample size. Originality/value – This study provides insights into factors affecting the selection of emotional and rational appeals in Muslims countries. Moreover, it reports the primary columns of online advertising appeals.

Selling or Advertising: Strategies for Providing Digital Media Online

2007 ◽  
Vol 24 (3) ◽  
pp. 143-166 ◽  
Author(s):  
Ming Fan ◽  
Subodha Kumar ◽  
Andrew B. Whinston
Keyword(s):  
Digital Media ◽  
Advertising Strategies

scholarly journals Temporality as Bergsonian Critique in the Advertising and Visual Art of Bertram Brooker

2014 ◽  
Vol 39 (3) ◽  
Author(s):  
Adam Lauder
Keyword(s):  
Visual Art ◽  
Henri Bergson ◽  
Advertising Strategies ◽  
Time Concepts ◽  
Visual Artist ◽  
Metaphysical Tradition

This article explores time concepts derived from Henri Bergson as adapted by Canadian marketing theorist and visual artist Bertram Brooker (1888–1955) in articles and textbooks published during the 1920s and early 1930s. Inspired by Bergson’s critique of the Western metaphysical tradition, Brooker proposed innovative, participatory advertising strategies based on the French philosopher’s non-rational conception of time and the co-evolution of bodies and media. The author argues that the Toronto artist-advertiser’s descriptions of radio as offering the possibility of an interactive and synesthetic alternative to conventional print-based forms of advertising indirectly influenced Harold Innis’ redemptive gloss on the latent dialogism of radio. A critique of Brooker’s and Innis’ respective articulations of “oral” media as foreshadowing the contemporary economy of televisual “flow” is also posited.Cet article explore les concepts temporels du philosophe français Henri Bergson ainsi qu’ils étaient adaptés par le théoricien du marketing et artiste Bertram Brooker (1888- 1955) dans ses articles et manuels des années 1920 et début des années 1930. La critique de la tradition métaphysique occidental affirmé par Bergson en a inspiré Brooker, qui a proposé des stratégies de publicité participatives fondées sur sa conception non-rationnel de temps aussi que sa conception de la co-évolution des corps et des médias. Cet article propose que la représentation de la radio en tant qu’un objet interactif et synésthetique soutenu par l’artistedirecteur de publicité a influencé indirectement l’interprétation rédemptrice de Harold Innis au sujet du dialogisme de la radio. Une critique des déclarations de Brooker et Innis sur les médias « orale » en tant que préfigurant de l’économie contemporaine de « flux » télévisuel est aussi offert.

scholarly journals Research on Advertising Marketing in E-sports Competition in China

2021 ◽  
Vol 235 ◽  
pp. 03040
Author(s):  
Xi Guo
Keyword(s):  
Social Marketing ◽  
Rapid Development ◽  
Advertising Strategies ◽  
Exhibition Industry ◽  
League Of Legends

With the rapid development of the exhibition industry and the economy, e-sports is undoubtedly one of the most popular exhibition projects nowadays. The rise of E-sports has also led to the development of E-sports advertising marketing. This article is to discuss the advertising marketing in e-sports competition in China and the prospect of the market, especially the advertising strategies used by major brands and the example of League of Legends. It is claimed that it is the era of digitization and precision now. Only by sufficient researching, reasonable technology and conducting social marketing, precision marketing and personalized marketing, can advertising marketing be fully developed. Several suggestions have been put forward in this article.

Effects of online advertising on automobile sales

2014 ◽  
Vol 52 (5) ◽  
pp. 834-851 ◽  
Author(s):  
Jianping Peng ◽  
Guoying Zhang ◽  
Shaoling Zhang ◽  
Xin Dai ◽  
Jing Li
Keyword(s):  
Online Advertising ◽  
Content Type ◽  
Search Advertising ◽  
Positive Effects ◽  
Advertising Strategies ◽  
Automobile Sales ◽  
Advertising Spending ◽  
The Relationship ◽  
Practical Implications ◽  
Allocation Strategies

Purpose – The purpose of this paper is to explore the effects of online advertising spending on automobile sales through both search and non-search advertising. Design/methodology/approach – Sales data of the top 52 vehicle models were collected in two consecutive years in China. The advertising spending data of both formats were collected from a leading consulting company and a major search engine company. Then several empirical models were proposed to evaluate the effects of online advertising on automobile sales. Two extended models were further investigated for search advertising. Findings – The results revealed that both formats of online advertising have significantly positive effects on automobile sales. However, excessive spending on non-search advertising does not help sales and a moderate budget is preferred. On the other hand, spending on search advertising has no such constraint to improve the vehicle sales. Practical implications – The empirical findings have proved the importance of online advertising to the automobile companies and thus can help companies improve their decision making in online advertising allocation strategies. Originality/value – This study provides a better understanding of the relationship between online advertising spending and automobile sales, and helps business to define sophisticated online advertising strategies to improve sales performance.

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