Advertising planning, ad‐agency use of advertising models, and the academic practitioner divide

2006 ◽  
Vol 24 (5) ◽  
pp. 505-527 ◽  
Author(s):  
Helen Gabriel ◽  
Rita Kottasz ◽  
Roger Bennett
Keyword(s):  
Advertising Models ◽  
Ad Agency

Should an Ad-Agency Offer Geoconquesting or Protection From It?

2021 ◽  
Author(s):  
Manmohan Aseri ◽  
Amit Mehra ◽  
Vijay Mookerjee ◽  
Hong Xu
Keyword(s):  
Ad Agency

Mobile Devices and Advertising

2019 ◽  
pp. 923-943
Author(s):  
Patricia Dias ◽  
Inês Teixeira-Botelho
Keyword(s):  
Qualitative Study ◽  
Literature Review ◽  
Focus Groups ◽  
Mobile Devices ◽  
Community Building ◽  
Empirical Results ◽  
Perceptions And Attitudes ◽  
Advertising Models ◽  
Negative Perceptions

This chapter discusses ways of rethinking and reconfiguring advertising models and tools, in order to explore all the potential of mobile devices. The chapter presents a literature review on perceptions and opportunities related to mobile devices and advertising, focusing themes such as branded content, branded apps, advergames, second screening and m-commerce. It also presents results from an exploratory qualitative study conducted in Portugal on perceptions about mobile devices and advertising, based on 4 focus groups with users of mobile devices aged between 18 and 35 years old. The empirical results show that users have negative perceptions and attitudes towards traditional advertising models, such as banners, pop-ups and pre-videos on YouTube. On the contrary, they use some branded apps and value both engagement and community building and providing useful services and information. Thus, opportunities, possibilities, preferences and dislikes were discussed.

Mobile Devices and Advertising

2018 ◽  
pp. 118-144
Author(s):  
Patricia Dias ◽  
Inês Teixeira-Botelho
Keyword(s):  
Qualitative Study ◽  
Literature Review ◽  
Focus Groups ◽  
Mobile Devices ◽  
Community Building ◽  
Empirical Results ◽  
Perceptions And Attitudes ◽  
Advertising Models ◽  
Negative Perceptions

This chapter discusses ways of rethinking and reconfiguring advertising models and tools, in order to explore all the potential of mobile devices. The chapter presents a literature review on perceptions and opportunities related to mobile devices and advertising, focusing themes such as branded content, branded apps, advergames, second screening and m-commerce. It also presents results from an exploratory qualitative study conducted in Portugal on perceptions about mobile devices and advertising, based on 4 focus groups with users of mobile devices aged between 18 and 35 years old. The empirical results show that users have negative perceptions and attitudes towards traditional advertising models, such as banners, pop-ups and pre-videos on YouTube. On the contrary, they use some branded apps and value both engagement and community building and providing useful services and information. Thus, opportunities, possibilities, preferences and dislikes were discussed.

Mobile Devices and Advertising

2019 ◽  
pp. 472-492
Author(s):  
Patricia Dias ◽  
Inês Teixeira-Botelho
Keyword(s):  
Qualitative Study ◽  
Literature Review ◽  
Focus Groups ◽  
Mobile Devices ◽  
Community Building ◽  
Empirical Results ◽  
Perceptions And Attitudes ◽  
Advertising Models ◽  
Negative Perceptions

This chapter discusses ways of rethinking and reconfiguring advertising models and tools, in order to explore all the potential of mobile devices. The chapter presents a literature review on perceptions and opportunities related to mobile devices and advertising, focusing themes such as branded content, branded apps, advergames, second screening and m-commerce. It also presents results from an exploratory qualitative study conducted in Portugal on perceptions about mobile devices and advertising, based on 4 focus groups with users of mobile devices aged between 18 and 35 years old. The empirical results show that users have negative perceptions and attitudes towards traditional advertising models, such as banners, pop-ups and pre-videos on YouTube. On the contrary, they use some branded apps and value both engagement and community building and providing useful services and information. Thus, opportunities, possibilities, preferences and dislikes were discussed.

Social Media Marketing Web X.0 of Opportunities

2010 ◽  
pp. 2305-2316
Author(s):  
Lemi Baruh
Keyword(s):  
Social Media ◽  
Semantic Web ◽  
Online Advertising ◽  
Viral Marketing ◽  
Social Media Marketing ◽  
Successful Implementation ◽  
Future Trends ◽  
The World ◽  
Advertising Models ◽  
Media Applications

In recent years social media applications, which enable consumers to contribute to the world of online content, have grown in popularity. However, this growth is yet to be transformed into a sustainable commercial model. Starting with a brief overview of existing online advertising models, this chapter discusses the opportunities available for advertisers trying to reach consumers through social media. The chapter focuses on viral marketing as a viable option for marketers, reviews recent viral marketing campaigns, and offers recommendations for a successful implementation of social media marketing. In conclusion, the author examines future trends regarding the utilization of the emerging Semantic Web in marketing online.

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