scholarly journals A Study on Advertising Strategy based on the Impact of a Business Reputation on the Market

2021 ◽  
Vol 9 (2) ◽  
pp. 107-118
Author(s):  
Mayur Qumer Collins ◽  
◽  
Estrella Galbraith ◽  
Keyword(s):  
Advertising Strategy ◽  
The Impact

scholarly journals Product bundling and advertising strategy for a duopoly supply chain: a power-balance perspective

2020 ◽  
Author(s):  
Sarat Kumar Jena ◽  
Abhijeet Ghadge
Keyword(s):  
Supply Chain ◽  
Price Competition ◽  
Market Size ◽  
Power Balance ◽  
Supply Chain Network ◽  
Product Bundling ◽  
Advertising Strategy ◽  
Advertising Effort ◽  
Total Profit ◽  
The Impact

AbstractThe paper studies product bundling in a duopoly supply chain network under the influence of different power-balance structures, bundling decisions and advertising efforts on total supply chain profit. Mathematical models comprising two manufacturers and a single retailer are developed to capture the impact of bundling policy and advertisement strategy under three power-balance structures, namely Manufacturer Stackelberg, Retailer Stackelberg and Vertical Nash. Following game theory models and numerical examples, the study found that the total profit of the supply chain is undifferentiated under the manufacturer Stackelberg and Vertical Nash case in the manufacturer bundling and retailer bundling strategies. However, total supply chain profit under manufacturer bundling strongly dominates under retailer bundling in Retailer Stackelberg and Vertical Nash, and remains valid under multiple settings of market size, price elasticity and advertising elasticity. It is also found that manufacturer bundling is significantly affected by advertising effort compared to retailer bundling. The study contributes to the literature interfacing supply chain and marketing by studying bundling policy and advertising strategy simultaneously for homogenous products, under various power-balance structures and price competition.

scholarly journals Impact of Underdog Narrative Advertising Strategy on Brand Positioning and Customer Purchase Intentions

2019 ◽  
Vol 8 (3) ◽  
pp. 3208-3213
Keyword(s):  
Brand Personality ◽  
Purchase Intentions ◽  
Brand Identity ◽  
Brand Positioning ◽  
Advertising Strategy ◽  
Account System ◽  
History Survey ◽  
The Impact ◽  
Commercial Center ◽  
The Way

Straightforward idea of examples of overcoming adversity accomplished through hardships and disappointment when their rivals are against them. This idea is utilized as a vital device to assemble a solid underdog brand and furthermore to win empowering and positive shoppers. The plan to mark an organization or an item has been in presence from long back. For interfacing with the shopper's and to catch their sentiments firms attempt to reposition their brands as underdogs. Online networking has been distinguished as the key device to convey the brand identity through a persuasive narrating encircled by advertisers to catch the positive client recognition towards the brand. The examination among 100 members for the most part business visionaries, top level chiefs and furthermore purchasers was led to look at the impact of brand story technique on situating a brand and client buy goals. As per the title of the work this work was primarily pointed in breaking down and characterizing the underdog story procedure utilized for mark recognizable proof, mark identity, buy goals, for empowering the client towards an item and an administration and furthermore deciphering the viability and inclination of this brand account system among customers. The investigation effectively affirmed that Brand distinguishing proof: Most of the respondents solidly agree that underdog story technique is a viable promoting instrument utilized for mark recognizable proof as far as items and clients. Brand Personality: Most of the respondents agree to the way that underdog stories leave a more prominent stamp on mark identity among purchasers. Convincingness: Most respondents agree to the strategy that underdog stories invigorate a client's towards purchasing. Buy Intentions: Most respondents agree to the technique that Underdog is the best favored methodology used to position a brand. Adequacy and Preference: Most respondents agree to the technique that underdog stories is the best and the favored advertising system used to catch the client consideration. The primary explanation for this procedure is mark account technique mirrors a similar story of themselves whom it is uncovered. The story that attract their history survey of achievement accomplished through diligent work and assurance. Brands discovers this technique as the remarkable and the best strategy to beat the chances. What's more, the underdog story procedure has caught the primary commercial center in the present period and will be dynamic in future too.

scholarly journals Necromarketing as Advertising Strategy in American Television

2016 ◽  
Vol 2 (1) ◽  
pp. 70-85 ◽  
Author(s):  
Amiee J. Shelton
Keyword(s):  
Content Analysis ◽  
Purchase Intentions ◽  
Fear Appeals ◽  
Future Studies ◽  
Advertising Strategy ◽  
Product Categories ◽  
American Television ◽  
Marketing Tactic ◽  
Significant Research ◽  
The Impact

Abstract Significant research has been conducted regarding fear appeals, but little empirical evidence concerning death appeals is found. This study determined to what extent necromarketing exists in advertisements in American television. Through a content analysis of 1012 American television advertisements, this study found what product categories employ this marketing strategy and which consumer groups were targeted. Findings show that implicit necromarketing is a more commonly used marketing tactic than explicit necromarketing; the industries of entertainment promotions and insurance use necromarketing appeals more often than others, and necromarketing appeals were more heavily used during primetime. His study forms the base for future studies investigating the impact death has on purchase intentions.

Measuring the effectiveness of advertisements sent via mobile phone: Implications of the appeal, endorser, and involvement model and purchasing behavior

2010 ◽  
Vol 38 (2) ◽  
pp. 249-256 ◽  
Author(s):  
Jin-Tsann Yeh ◽  
Chyong-Ling Lin
Keyword(s):  
Mobile Phone ◽  
Purchase Intention ◽  
Brand Attitude ◽  
Purchasing Behavior ◽  
High Involvement ◽  
Advertising Strategy ◽  
Emotional Appeal ◽  
Advertising Appeal ◽  
The Impact

In this study, the 3 dimensions of advertising strategy (Appeal, Endorser, Involvement) were unified to examine the effectiveness of advertising via a mobile phone (m-commerce). Participants viewed scenario based advertisements on a mobile phone then, via a survey, we measured the impact of advertising attitude, brand attitude, and purchase intention on 120 consumers as related to endorser and advertising appeal. Results indicated that consumers prefer emotional appeal presented by domestic endorsers for high involvement products; while for low involvement products, rational appeal by foreign endorsers significantly influenced advertising attitude, brand attitude and purchase intention. The interaction between information appeal and involvement was significant for advertising attitude and brand attitude, and the three-way interaction among variables was significant in relation to advertising attitude. These results confirm that the AEI strategy is apparently not mediated by the evolution of m-commerce.

scholarly journals An Empirical Study on the Impact of Advertising on Buying Behaviour

2016 ◽  
Vol 3 (2) ◽  
Author(s):  
Ashutosh Sandhe
Keyword(s):  
Empirical Study ◽  
Sample Size ◽  
Vital Role ◽  
Buying Behavior ◽  
Advertising Strategy ◽  
Market Leader ◽  
And Performance ◽  
Buying Behaviour ◽  
The Impact ◽  
Structured Questionnaire

Advertising plays a vital role in a competitive era. With all major and minor players in the market trying to impress the „lord of the market‟, the consumer, advertising becomes an important tool among others in trying to persuade the consumer to buy a particular brand. Whether new or old, market leader or new entrant, everyone has an advertising strategy. However, over the years, doubts have been raised on the effectiveness of advertising and its impact on consumers. In a lot of cases, the impact of advertising has found to be negligible and also to an extent negative since, people believe that advertisements is all about half-truth and full lies. Also, the lack of legal enforcements meant that advertisers could exaggerate the features and performance of their offering to such an extent that people lost faith in message. However, there are some messages, which are still valued. This research paper intends to study the impact of advertisements on peoples‟ buying behavior. How much belief is there in the advertisements, what is the attitude towards advertisements and overall impact of advertisements? For this purpose a sample size of 500 respondents from across Gujarat was targeted and data was collected through a structured questionnaire.

scholarly journals A Successful Advertising Strategy over Twitter

2017 ◽  
Vol 10 (3) ◽  
pp. 10
Author(s):  
Kyota Okubo ◽  
Kazumasa Oida
Keyword(s):  
Social Networks ◽  
Online Social Networks ◽  
Elastic Behavior ◽  
Information Cascades ◽  
Advertising Strategy ◽  
Effective Dissemination ◽  
Twitter Users ◽  
The Impact ◽  
First Time ◽  
Stationary Behavior

Large information cascades over online social networks have attracted a great deal of attention. The life times of most cascades are quite short, whereas recent advertising campaigns sometimes generate long-lived ones by employing effective dissemination strategies (instant-win, reminders, etc.). This paper reports one such campaign, YOGUR STAND, on the Twitter network in Japan. The data analysis shows that the campaign popularity has two interesting features. (1) It shows elastic behavior in that the impact of the destructive earthquake on the popularity was quite temporary. (2) It exhibits stationary behavior in that the campaign account gained approximately 2,000 new followers every day.The analysis also demonstrates that there were communities in the campaign participants. The campaign was successful because about 2.4 million Twitter users received the campaign retweets every day and 10-15% of them received the retweets for the first time.

Celebrity Endorsement as Drivers of Advertising Strategy: The Case of Toc Tien Endorsing Oppo

2017 ◽  
Vol 33 (2) ◽  
Author(s):  
Phuong Nguyen Van
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Positive Relationship ◽  
Positive Impact ◽  
Consumer Perceptions ◽  
Future Research ◽  
Celebrity Endorsement ◽  
Significant Positive Relationship ◽  
Advertising Strategy ◽  
The Impact

This study focuses on the consumer perceptions of celebrity endorsement in Vietnam using the case of Toc Tien endorses OPPO brand. Specifically, the research examines the impact of celebrity endorsement on viewers’ preference towards the advertising and purchase intention by using the structural equation method with the sample size of 304 respondents. We found out some interesting results that attractiveness, expertise, familiarity, performance, likeability, and celebrity/ product fit are statistically significant positive relationship with advertising. Moreover, there was no evidence to show any linkage between trustworthiness and advertising. Findings indicate that viewers’ preference towards the advertising has a positive impact on purchase intention. Implications for marketers as well as suggestions for future research are also discussed.

Formation of Lunar Craters and Bright Rays as a Result of Meteorite Impacts

1962 ◽  
Vol 14 ◽  
pp. 415-418
Author(s):  
K. P. Stanyukovich ◽  
V. A. Bronshten
Keyword(s):  
Explosive Charge ◽  
The Moon ◽  
Meteorite Impacts ◽  
The Earth ◽  
Lunar Craters ◽  
The Impact

The phenomena accompanying the impact of large meteorites on the surface of the Moon or of the Earth can be examined on the basis of the theory of explosive phenomena if we assume that, instead of an exploding meteorite moving inside the rock, we have an explosive charge (equivalent in energy), situated at a certain distance under the surface.

The Geosciences Applied to Lunar Exploration

1962 ◽  
Vol 14 ◽  
pp. 169-257 ◽  
Author(s):  
J. Green
Keyword(s):  
Lunar Surface ◽  
Probable Mechanism ◽  
Point Of View ◽  
Lunar Exploration ◽  
Geological Model ◽  
Apply Geophysics ◽  
Surface Features ◽  
The Impact

The term geo-sciences has been used here to include the disciplines geology, geophysics and geochemistry. However, in order to apply geophysics and geochemistry effectively one must begin with a geological model. Therefore, the science of geology should be used as the basis for lunar exploration. From an astronomical point of view, a lunar terrain heavily impacted with meteors appears the more reasonable; although from a geological standpoint, volcanism seems the more probable mechanism. A surface liberally marked with volcanic features has been advocated by such geologists as Bülow, Dana, Suess, von Wolff, Shaler, Spurr, and Kuno. In this paper, both the impact and volcanic hypotheses are considered in the application of the geo-sciences to manned lunar exploration. However, more emphasis is placed on the volcanic, or more correctly the defluidization, hypothesis to account for lunar surface features.

Asteroid and Comet Impact Speeds upon Mars: Significance for Panspermia and the Supply of Organics

1997 ◽  
Vol 161 ◽  
pp. 197-201 ◽  
Author(s):  
Duncan Steel
Keyword(s):  
Probability Distributions ◽  
Regions Of Interest ◽  
Significant Fraction ◽  
Organic Chemicals ◽  
Impact Speed ◽  
The Mean ◽  
The Impact

AbstractWhilst lithopanspermia depends upon massive impacts occurring at a speed above some limit, the intact delivery of organic chemicals or other volatiles to a planet requires the impact speed to be below some other limit such that a significant fraction of that material escapes destruction. Thus the two opposite ends of the impact speed distributions are the regions of interest in the bioastronomical context, whereas much modelling work on impacts delivers, or makes use of, only the mean speed. Here the probability distributions of impact speeds upon Mars are calculated for (i) the orbital distribution of known asteroids; and (ii) the expected distribution of near-parabolic cometary orbits. It is found that cometary impacts are far more likely to eject rocks from Mars (over 99 percent of the cometary impacts are at speeds above 20 km/sec, but at most 5 percent of the asteroidal impacts); paradoxically, the objects impacting at speeds low enough to make organic/volatile survival possible (the asteroids) are those which are depleted in such species.

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