Essays about: "managerial advertising"

Showing result 1 - 5 of 22 essays containing the words managerial advertising.

1. 1. The Overlooked Generation Online: Older Consumers and their attitudes toward Facebook advertising - : A quantitative study examining the factors affecting older consumers' attitudes toward Facebook advertising

   University essay from Uppsala universitet/Företagsekonomiska institutionen

   Author : Rebecca Haddad; Ida Stigfur Strand; [2023]
   Keywords : Facebook Advertising; Social Media; Advertising Attitudes; Older consumers;

   Abstract : Although digital marketing and social media advertising for the past decades has become an integral factor for commercial companies in order to succeed, the group of older consumers seems to have been overlooked. The purpose of this study was to explore and increase the understanding about how Facebook advertising better can be utilized for older consumers [55+] in order to provide professionals with insights about how to better capture this opportunity. READ MORE

3. 2. Where's the beef? A quantitative study of the impact of advertising claims on consumer beliefs, attitudes and behavioral intentions in the context of plant-based meat

   University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledning

   Author : Ida Hanhirova; Sophie Wellié; [2023]
   Keywords : Plant-based meat; Advertising; Claims; Sustainable consumption; Theory of Planned Behavior;

   Abstract : With a growing population to feed and increased focus on reducing unsustainable (for both the planet and the body) food practices, meat consumption and reduction has become a hot topic. Although an increasing number of people are choosing to ditch dairy and say no to meat, most people in the Western world do consume meat, and enjoy doing it. READ MORE

4. 3. The Creator Effect: A quantitative study of the impact on consumer perceptions and judgements when exposed to an AI-created advertisement

   University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledning

   Author : Elina Heidenborg; Linnea Kaveryd; [2023]
   Keywords : artificial intelligence; advertising; consumer perceptions; the machine heuristic; advertising outcomes;

   Abstract : Artificial intelligence is expected to disruptively change the future of marketing, and the benefits of the technology are widely known. However, despite a general skepticism around AI, there is still a lack of research investigating consumer perceptions in the field. READ MORE

5. 4. Closer Connection for Perfection

   University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledning

   Author : Robin Naderi; Nicholas Sjögren; [2022]
   Keywords : Influencer Marketing; Management of Influencer Marketing; Micro-Influencer; Nano-influencer; Value Creation;

   Abstract : As influencer marketing has become a widely used marketing strategy for companies to reach new and existing audiences, marketing professionals need to better understand how to manage influencer marketing based on strategic factors to create value. One strategic factor and potential source of value is the relationship between influencers and their audiences. READ MORE

6. 5. How weird elements in brand communication can strengthen brand intimacy.

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Yingting Zhang; Francesco Carlino; Undine Himmelsbach; [2021]
   Keywords : Brand Communication; Advertisement; Brand Identity; Brand Personality; Elements of Weirdness; Elements of Surprise; Brand Rejuvenation; Brand Positioning; Brand Intimacy; Brand Rhetoric.; Business and Economics;

   Abstract : Abstract Purpose: The purpose of this paper is to explore “weird elements” as part of brand communication in relation to brand intimacy. To define the purpose more precisely, this paper will focus on four specific research questions with reference to the selected case examples: 1. Which message is conveyed? 2. READ MORE