Essays about: "Publicity and Advertising"

Showing result 1 - 5 of 11 essays containing the words Publicity and Advertising.

1. 1. Is it too late now to say sorry? : A descriptive research on how brands' responses towards sexism advertisements affect consumers' attitudes.

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Ellinor Larsson; Lovisa Ferngren; [2021]
   Keywords : Sexism advertising; Image repair strategy; denial; evasion of responsibility; reduction of offensives; corrective action; mortification; Attitudes; affect; behaviour; cognition;

   Abstract : Background: Brands that decide to publish sexist advertisements can generate issues for the company, as well as the perception the consumer has of the brand can become negative. This as consumers form attitudes towards the brand’s delivered communication which influence the overall evaluation the consumer has towards the brand. READ MORE

3. 2. “Thanks to a good fairy you were born” : An intersectional feminist analysis of ovum donation advertising found in the public space in Barcelona

   University essay from Linköpings universitet/Tema Genus

   Author : Elisabet Tasa-Vinyals; [2017]
   Keywords : Ovum donation; Egg donation; Assisted reproduction; New Reproductive Technologies NRT ; In Vitro Fertilisation IVF ; Politics of reproduction; Economy of cells and tissues;

   Abstract : Gamete donors are actively searched by companies dedicated to assisted reproduction in the Spanish State, and advertising is not only legal but rather common. This thesis provides an overview of the main themes that arise from the analysis of mostly visual materials used to promote ovum donation in public spaces in Barcelona, and critically links them to current debates in intersectional feminist cultural studies of technoscience, bodily theory and visual studies. READ MORE

4. 3. When integrated Marketing Communication Leads to Brand Avoidance : A qualitative study on why consumers actively avoid certain brands because of their marketing communication efforts

   University essay from Högskolan i Jönköping/Internationella Handelshögskolan

   Author : Rodillas Rebecca; Bjärkvik Hanna; [2017]
   Keywords : Advertising; Anti-Consumption; Brand; Brand Avoidance Integrated Marketing Communication.;

   Abstract : Background - Supply is nowadays higher than the demand, making it possible for consumers to pick, choose and purchase brands that responds to their individual identity. Due to the numerous offerings available, consumers have started to become resistant and they are now withstanding the influence of brands marketing activities. READ MORE

5. 4. Integrated marketing communication for University of Gävle to promote Nursing Program in China

   University essay from Högskolan i Gävle/Avdelningen för ekonomi

   Author : Xinxin Li; [2016]
   Keywords : Higher education; nursing program; marketing communication channel; marketing communication content; China;

   Abstract : This study aims to explore effective marketing communication strategies for the nursing program of University of Gävle to develop in China. Qualitative method is used in this research. READ MORE

6. 5. Selling Sexy: A quanitative study on consumer attitude and purchase intention in response to sexual images in ads by luxury and non-luxury brands

   University essay from Umeå universitet/Företagsekonomi

   Author : Sara Meinhardt; Annali Wallin; [2016]
   Keywords : consumer attitude; purchase intention; advertising;

   Abstract : The main purpose of the study is to analyze the possible difference in attitude toward sex in advertisements when used by familiar luxury or non-luxury brands. In addition to this, the aim is to further analyze whether genders form a different attitude and purchase intention towards sexually loaded ads and the impact of varying degrees of sexual imagery shown in the ad on the factors like purchase intention. READ MORE