Essays about: "advertising effect the business"

Showing result 11 - 15 of 21 essays containing the words advertising effect the business.

  1. 11. Are 5-Second Online Video Advertisements Effective?

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Anna Schuster; Jokubas Kuprevicius; [2017]
    Keywords : 5-second; Online video advertisements; 15-second; effectiveness; advertisement length; interruption; brand recall; message recall; likeability; pre-roll; mid-roll; YouTube; Business and Economics;

    Abstract : 5-second online video advertisements have emerged in the advertising scene as an ultra-short, theory defying phenomenon and scholars have yet to fully study its effectiveness. Up until recently, marketers have understood that advertisement effectiveness depends upon advertisement length, justifying the use of longer advertisement forms of 15-seconds or more. READ MORE

  3. 12. 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

  4. 13. Homosexual-themed Advertisement in Mainstream Media: Heterosexual Consumer’s Attitude Toward the Brand and its Social Impact

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Mimmi Sjögren; Edona Berisha; [2016]
    Keywords : homosexual-themed advertisement; consumer response; attitude; brand; diversity; social impact.; Business and Economics;

    Abstract : Nowadays, consumers are daily exposed to an overflow of content in mainstream media. Many companies have developed a trend where they target different sexual orientations as separate segments in order to create a closer relationship to all consumers. READ MORE

  5. 14. How can level of effort and decisional control in taking part of an ad influence brand attitude, ad attitude and purchase intention?

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

    Author : Viktor Bodelius; Oliver Lundgren; [2015]
    Keywords : Consumer Effort; Online Video Advertising; Dissonance Theory; Equitable Exchange; Decisional Control;

    Abstract : In contrast to the widespread assumption that consumer effort are bad for business, recent research has demonstrated that companies could in fact benefit from demanding more effort from their customers. Although equity and dissonance theory stipulates that consumers tend to justify increased levels of effort by cognitively inflating their perceptions of the product and brand, this effect has yet never been examined on online video advertising with real brands as stimulus. READ MORE

  6. 15. Standardization vs. Adaption within Advertising

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Alexander Fredholm; Saba Slatiel; [2015]
    Keywords : Culture; International Advertising; MNC; Emergent Markets and Standardization vs. Adaption; Business and Economics;

    Abstract : Purpose: The purpose of the thesis is to fill the research gap as previous research on the topic of interest lacks a country specific research on how culture effects standardization vs. adaptation by MNCs in emergent markets, in context to a specific advertising strategy. READ MORE