Recommendations Enhancing the Brand Advertising Effectiveness of Lac Hong University

2017 ◽  
Vol 5 (4) ◽  
Author(s):  
Nguyen Van Dung ◽  
Keyword(s):  
Advertising Effectiveness ◽  
Brand Advertising

scholarly journals An Investigation of Factors Affecting Brand Advertising Success and Effectiveness

2016 ◽  
Vol 9 (4) ◽  
pp. 20 ◽  
Author(s):  
Azarnoush Ansari ◽  
Arash Riasi
Keyword(s):  
Structural Equation ◽  
Market Research ◽  
Customer Relationship ◽  
Advertising Effectiveness ◽  
Media Selection ◽  
Factors Affecting ◽  
The Third ◽  
Advertising Message ◽  
Equation Modelling ◽  
Brand Advertising

<p>The purpose of this study is to identify the factors that affect advertising effectiveness and to investigate the effects of these factors on advertising success. Using a sample of 252 customers the study identified seven factors that affect brand advertising success and effectiveness, namely, advertising message and creativity, advertising media selection, market research, competitiveness, market share, uniqueness, and customer relationship. Path analysis and structural equation modelling (SEM) were used in order to test the proposed conceptual model of the study. The results revealed that advertising media selection has the strongest relationship with brand advertising success and effectiveness and can be considered as the most important factor affecting advertising effectiveness. The second and the third most important factors affecting advertising success were found to be advertising message/creativity and customer relationship. The results also indicated that although competitiveness impacts brand advertising success and effectiveness it is the least important factor among the seven factors identified in this study. Establishing appropriate relationships with customers and other stakeholders in order to understand their needs and demands is an important step toward improving the chances of brand advertising success and effectiveness. These relationships will also help the organizations to design their promotional campaigns according to the characteristics of their target customers which will contribute to the cumulative effectiveness of their brand advertisements.</p>

Decoding fashion advertising symbolism in masstige and luxury brands

2019 ◽  
Vol 23 (2) ◽  
pp. 277-295 ◽  
Author(s):  
Jae-Eun Kim ◽  
Stephen Lloyd ◽  
Keji Adebeshin ◽  
Ju-Young M. Kang
Keyword(s):  
Design Methodology ◽  
Theory And Practice ◽  
Operation Management ◽  
Symbolic Meaning ◽  
Advertising Effectiveness ◽  
Luxury Brands ◽  
Semiotic Analysis ◽  
Content Type ◽  
Brand Advertising ◽  
Practical Implications

PurposeThe purpose of this paper is to advance the theory and practice of luxury and masstige brand advertising effectiveness by decoding symbolism imbedded in fashion advertising.Design/methodology/approachThis research employs a semiotic analysis of masstige brand advertising to discover those messages and themes that emerge and that communicate masstige values.FindingsThe research identifies identitary values that are exclusive to masstige brands, and those they share with luxury brands.Research limitations/implicationsThe purpose of this research is not to make generalizations; rather, its purpose is to offer insights into those themes that define luxury and masstige brand identitary values.Practical implicationsThe research provides insights into the key identifiers, which may inspire further research and provide marketing insights for the operation management in luxury fashion.Originality/valueThe research contributes to luxury and masstige retail brand research by identifying the symbolic meaning of luxury advertising.

PENETAPAN KEBIJAKAN PERIKLANAN ATAS DASAR PERILAKU KONSUMEN (Studi Kasus : Produk Shampoo)

2018 ◽  
Vol 1 (01) ◽  
pp. 01
Author(s):  
Ismulyana Djan
Keyword(s):  
Consumer Behavior ◽  
Market Research ◽  
Advertising Effectiveness ◽  
Target Market

There are three things that should be into consideration in advertising certain product, ic,; the extent of similar products advertised at the same target market and media, cost of advertising, and difficulty in measuring advertising effectiveness. These three factors force management people to launch a market research concerning consumer behavior.Research carried out on 110 respondent asking them to mention: the brand of shampoo they used from ten different alternatives, seven usefulness of that product, and the kind of advertising media that is most often seen, heard, or read, shows that advertising shampoo product should pay attention to the: characteristic of the shampoo user, objective of advertising, target market to be achieved, advertising theme, press media used, and coordination with other marketing factors.That conclusion become the basic formulation on considering advertising policy of shampoo product that pay attention to consumer behavior.

The Impact of Sports Ad’s Presence, Flow on Advertising Effectiveness: Comparison between 2D and 3D

2017 ◽  
Vol 56 (4) ◽  
pp. 301-318 ◽  
Author(s):  
Jun-Phil Uhm ◽  
Jee-In Yoon ◽  
Jin-Wook Han
Keyword(s):  
Advertising Effectiveness ◽  
2D And 3D ◽  
The Impact

Large-Scale Network Analysis for Online Social Brand Advertising

MIS Quarterly ◽  
2016 ◽  
Vol 40 (4) ◽  
pp. 849-868 ◽  
Author(s):  
Kunpeng Zhang ◽  
◽  
Siddhartha Bhattacharyya ◽  
Sudha Ram ◽  
◽  
...  
Keyword(s):  
Network Analysis ◽  
Large Scale ◽  
Large Scale Network ◽  
Brand Advertising ◽  
Scale Network

scholarly journals Transition from Emotional to Rational Advertising for Food Products on the Romanian Market

2017 ◽  
Vol 50 (1) ◽  
pp. 101-108
Author(s):  
A.F. Jităreanu ◽  
Elena Leonte ◽  
A. Chiran ◽  
Benedicta Drobotă
Keyword(s):  
Urban Areas ◽  
Eating Habits ◽  
Well Being ◽  
Point Of View ◽  
The Body ◽  
Positive Effects ◽  
New Methods ◽  
Brand Advertising ◽  
Tangible Evidence ◽  
Health And Well Being

Abstract Advertising helps to establish a set of assumptions that the consumer will bring to all other aspects of their engagement with a given brand. Advertising provides tangible evidence of the financial credibility and competitive presence of an organization. Persuasion is becoming more important in advertising. In marketing, persuasive advertising acts to establish wants/motivations and beliefs/attitudes by helping to formulate a conception of the brand as being one which people like those in the target audience would or should prefer. Considering the changes in lifestyle and eating habits of a significant part of the population in urban areas in Romania, the paper aims to analyse how brands manage to differentiate themselves from competitors, to reposition themselves on the market and influence consumers, meeting their increasingly varied needs. Food brands on the Romanian market are trying, lately, to identify new methods of differentiation and new benefits for their buyers. Given that more and more consumers are becoming increasingly concerned about what they eat and the products’ health effects, brands struggle to highlight the fact that their products offer real benefits for the body. The advertisements have become more diversified and underline the positive effects, from the health and well - being point of view, that those foods offer (no additives and preservatives, use of natural ingredients, various vitamins and minerals or the fact that they are dietary). Advertising messages’ diversification is obvious on the Romanian market, in the context of an increasing concern of the population for the growing level of information of some major consumer segments.

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