Essays about: "Advocacy Advertising"

Found 5 essays containing the words Advocacy Advertising.

  1. 1. Activism, Ads & Allyship: A Quantitative Study on Corporate Social Activism Communication and its effects on Consumers

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Disha Monga; Vaaruni Venkatesh; [2023]
    Keywords : corporate socio-political activism; brand activism; woke-washing; CSA advertising; consumer-brand alignment;

    Abstract : This thesis identifies three distinct ways in which brands communicate their socio-political activism stance. Further it analyses the effect of these types of Corporate Socio-Political Advocacy (CSA) communication on consumer perceptions and intentions. READ MORE

  3. 2. Do You Dare to Compare? The Effects of Comparative Advertising on Consumer Responses Towards the Advertised and Attacked Brands - A Case Study of Arla Foods and Oatly

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Louise Håkansson; Ebba Norberg; [2020]
    Keywords : Comparative Advertising; Market Position; Advertising Value; Malicious Comparative Advertising; Hierarchy of Effects;

    Abstract : In 2014, a long-stretched feud began between dairy company Arla Foods and oat milk company Oatly, and is continuously ongoing. The rivalry between the two companies includes advertising where the companies target one another, in different ways. READ MORE

  4. 3. Brands as Politicians - How Consumers Morally Judge Advocacy Advertising

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Lena Maria Halberstadt; Carolin Schumacher; [2019]
    Keywords : Advocacy Advertising; Political Debates; Morality; Moral Identity; Moral Judgments; Moral Authenticity; Nike; Gillette; Pepsi; Business and Economics;

    Abstract : Purpose: The purpose of this research was to understand how consumers morally judge advocacy advertising in contemporary consumer culture. The phenomenon was explored with the help of three case studies, namely Nike, Gillette, and Pepsi, all being brands who have taken a political stance in their advertisement campaigns. READ MORE

  5. 4. THE ROLE OF PRINT AND SOCIAL MEDIA IN SOCIAL MOVEMENTS: THE CASE OF BRING BACK OUR GIRLS

    University essay from Malmö högskola/Fakulteten för teknik och samhälle (TS)

    Author : ABDULAZEEZ MAJEK KAREEM; [2017]
    Keywords : MEDIA; SOCIAL MOVEMENT; PRINT MEDIA; SOCIAL MEDIA; BRING BACK OUR GIRLS; SOCIAL MOBILISATION; RESOURCE MOBILISATION;

    Abstract : AbstractThis thesis critically examines the impact of print and social media in a social movement by using Bring Back Our Girls as a case study, which depicts the abduction of girls by warlords in Africa. Today, due to social inequality, activists do not possess the same budget as larger companies for advertising and mass communications. READ MORE

  6. 5. SOCIAL CURRENCY - Consumer Response to Friendly Fire

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Malin Evrenos; Ylva Lundberg; [2014]
    Keywords : Social Currency; Advertising; Facebook; Brand Advocacy; Consumer Response;

    Abstract : Social Currency has in this thesis, as in marketing practice, been defined as a marketing communication strategy in which a company accepts brand advocacy in social media as payment for their offering, contingent on the consumer meeting the requirements set by the company on the minimum size of the consumer's network. The exchange that is implied by the trade term social currency, theoretically falls under the definition of what is advertising and can be broken down to a barter exchange of a good of tangible value for brand advocacy in a well-connected consumer's network, where the consumer is paying for a good using online friendship - or more specifically online reach - as 'currency'. READ MORE