Essays about: "Traditional Advertising"

Showing result 1 - 5 of 85 essays containing the words Traditional Advertising.

  1. 1. The medium is the message, or is it? : A quantitative study of media users’ attitudes towards advertising online and offline

    University essay from Karlstads universitet; Karlstads universitet

    Author : Rebecca Fransson; Ellinor Pousette; [2019]
    Keywords : Advertising; Social media; Personalization; Media users; The medium is the message;

    Abstract : Media usage, as well as media advertising, is growing in tandem with each other. Media users will, regardless of which medium that is in use, encounter a considerable amount of advertising. As we are moving towards a more digitized world, and also a more digitized media sphere, a new communication landscape has been formed. READ MORE

  2. 2. Mad Men: Masculinity and Advertising in the #MeToo Era - A Quantitative Study of Men's Responses to Purpose-Driven Advertising that Challenges Traditional Masculinity

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

    Author : Julia Zilkens; Sarah Wiggins; [2019]
    Keywords : Purpose-Driven Advertising; Non-Stereotypical Advertising; #MeToo Movement; Masculinity; Social Effects;

    Abstract : Existing research shows that non-stereotypical advertising generates positive brand-related and social effects. However, there is limited research on non-stereotypical portrayals of masculinity and on non-stereotypical advertising that includes an overt call for social change. READ MORE

  3. 3. Examines the benefits of social media marketing in contrast to traditional advertising

    University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik och samhälle

    Author : Joel Källbäck; [2019]
    Keywords : Traditional advertising; Social media marketing; Brand awareness; Marketing;

    Abstract : In the recent year’s internet have grown rapidly, and the digital world have grown along with it. This have led to new marketing methods such as social media marketing has developed which have shown to be good tool for building relationship with consumers and increase brand awareness. READ MORE

  4. 4. Personalized Advertising: Examining the Consumer Attitudes of Generation Z Towards Data Privacy and Personalization : A study of consumer attitudes towards the commercial usage of personal data

    University essay from

    Author : Jennifer Taneo Zander Taneo Zander; Anna-Maria Mirkovic; [2019]
    Keywords : personalized advertising; data privacy; consumer attitudes; consumer behavior; generation z;

    Abstract : Abstract Background The advancement of Internet technology and the ability of companies to process large amounts of information has made it possible for marketers to communicate with their customers through customized measures, namely personalized advertising. One of the primary aspects that differentiates personalized advertising from traditional advertising is the collection and use of consumers’ personal information, which have presented marketers with numerous benefits and opportunities. READ MORE

  5. 5. Empowered Women - Empowered Sales? The Effect of Femvertising on Consumers’ Attitudes towards the Ad, Brand Gender Perception, and Purchase Intention

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Imke van Deest; Bettina van der Stelt; [2019]
    Keywords : femvertising; advertising; brand gender; purchase intention; consumer perception; Business and Economics;

    Abstract : The purpose of this study is (1) to investigate the direct influence of femvertising on female consumers’ attitudes towards the ad, brand gender perception as well as purchase intention and (2) to test the indirect effect of femvertising through attitudes towards the ad and brand gender perception on purchase intention. This study used a random independent group design, assigning the survey respondents into two groups, which were either exposed to a femvertising ad or to a traditional advertising. READ MORE