Essays about: "Sponsored advertising"

Showing result 16 - 20 of 20 essays containing the words Sponsored advertising.

  1. 16. The Imitation Game - Examining the Effects of Native Advertising on Attitudes toward Publishers

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

    Author : Sara Ekwall; Isa Widerståhl; [2017]
    Keywords : Native Advertising; Sponsored Articles; Disclosures; Deceptiveness; Publisher Attitudes;

    Abstract : In recent years, native advertising - advertising that mimics the design, function and feel of a source's original content - has seen an increase in popularity among publishers that hope to counteract falling advertising revenues. Review of existing research indicates that consumers have difficulties recognizing the commercial intent of native advertisements. READ MORE

  3. 17. Native Advertising - A New Era of Online Advertising? : A qualitative study exploring consumers' attitudes

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Katalina Palma; Katrin Waalkens; [2016]
    Keywords : Native advertising; consumers’ attitudes; online advertising; Persuasion knowledge; Attitudes towards advertising model; Sponsored content;

    Abstract : Purpose – The purpose of this study is to explore consumers’ attitudes towards native advertising and its perceived value. Design/methodology/approach – This research has a qualitative and exploratory nature. Forthe empirical material, primary data is collected through conducting in-depth semi-structured interviews. READ MORE

  4. 18. They made a career with their opinions: An exploratory study of reader perception of credibility of high-status bloggers

    University essay from Lunds universitet/Institutionen för strategisk kommunikation

    Author : Suzanne Anita Julie Lindquist; [2015]
    Keywords : source credibility theory; career blogger; credibility; trust; Social Sciences;

    Abstract : The 21st century has developed so quickly digitally that information spreads so quickly through e-word-of-mouth. To effectively communicate, companies have to find a way to spread their own messages in a fast, unique way to entice their publics. READ MORE

  5. 19. Google AdWords - Infringing or Liberalizing Trade? : A Comparative Analysis of Treatment of Google AdWords under U.S. and EU Trademark Law

    University essay from Ekonomihögskolan, ELNU

    Author : Anne-Kathrin Adler; [2012]
    Keywords : Google AdWords; trademark law; trademark liberalization; trademark infringement; keyword-advertising;

    Abstract : Since Google as the world's largest and most popular search engine encourages Internet users to browse their search results, it is naturally functioning as an advertising vehicle and has turned into the most profitable Internet company in world's history. Google's success, however, has been subject to strong criticism as one of the main concerns is linked to Google AdWords, which reveal keyword-triggered advertisements as well as sponsored links besides unsponsored search results. READ MORE

  6. 20. Buying Your Competitors’ Trademarks - A Comparative Look at Treatment of Keyword Advertising under EU and U.S. Trademark Law

    University essay from Lunds universitet/Juridiska institutionen

    Author : Johanna Hammarbro; [2011]
    Keywords : Intellectual property; trademark law; Law and Political Science;

    Abstract : The Internet poses new challenges to the legal world. One of those challenges is the sale of someone else’s trademark as a keyword in different referencing service programs on the Internet. This issue has, in the recent years become an important topic and a much-litigated issue. READ MORE