Essays about: "Comparative Advertising"

Showing result 16 - 20 of 33 essays containing the words Comparative Advertising.

1. 16. Cultural Influence in Advertising : A Comparative Analysis of IKEA’s Video Advertising in Sweden and Japan

   University essay from Högskolan i Jönköping/HLK, Medie- och kommunikationsvetenskap

   Author : Annika Reitz; [2018]
   Keywords : Culture; Cross-cultural Research; Advertising; Marketing; Standardization; Adaptation; Hofstede;

   Abstract : International marketing activities have a great impact on the prosperity and competitiveness of multinational companies (Akgün, Keskin, & Ayar, 2014). That is why the design of marketing activities is especially important. Researchers claim for cultural sensitivity. READ MORE

3. 17. English Influence in Swedish Advertising: A Comparative Study of Recent English Loanwords and Swedish-English Code-Switching in the Printed and Online Versions of Five Magazines and Newspapers

   University essay from Lunds universitet/Engelska

   Author : Emily Hesselmark; [2018]
   Keywords : code-switching; loanwords; advertising; Languages and Literatures;

   Abstract : This paper investigates to what extent Swedish-English code-switching and recent English loanwords occur in the printed and online versions of five newspapers and magazines. The newspapers and magazines that were included are Aftonbladet, Amelia, Elle, Café, and Helsingborgs Dagblad. READ MORE

4. 18. Perception of Intrusiveness and Advertising Clutter in a Mobile News Feed - A Comparative Study of Native Advertising and Mobile Display Advertising

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

   Author : Astrid Berge; Louise Gabrielsson; [2017]
   Keywords : Advertising Clutter; Intrusiveness; Mobile Advertising; Native Advertising; Mobile Display Advertising;

   Abstract : The mobile device is quickly becoming one of the most important advertising channels, due to its status as one of the most essential tools in our daily routine. However, mobile advertising is associated with a widespread advertising avoidance, mainly driven by the intrusiveness of ads and advertising clutter. READ MORE

5. 19. The Slender Line from Valentine to Vampire - An experimental study about the appearance of an overshadowing effect on brand recall with the use of influencers

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Kim Kassandra Rosengarten; Lucia Luzzi; [2017]
   Keywords : Vampire effect; influencer marketing; brand recall; advertising effectiveness; Business and Economics;

   Abstract : The aim of this study is to investigate (1) whether the use of influencers in advertisements has a negative effect on brand recall in general and (2) which conditions enhance or weaken such a negative effect. A combination of experimental and case based research was applied to establish control (unknown model) and experimental groups (influencer) for different cases in order to test for brand recall under various conditions. READ MORE

6. 20. The influence of deceptive advertising on customer trust and loyalty : A Study of Telecom Sector in Pakistan

   University essay from Umeå universitet/Företagsekonomi

   Author : Mirza Khuram Shahzad; Mehnaz Kausar; [2016]
   Keywords : Marketing communications; Advertising; Deceptive advertising; perceived deception; customer trust; customer loyalty; corporate image; consumer behavior; false advertising; telecommunication sector in Pakistan;

   Abstract : Purpose: The effects of deceptive advertising practices on customer loyalty towards mobileservice providers have been investigated empirically by this study. The main contribution ofthis study is to investigate the perceived deception-customer loyalty relationship under themoderating effect of corporate image and mediating effect of customer trust. READ MORE