Essays about: "advertising papers"

Showing result 1 - 5 of 116 essays containing the words advertising papers.

1. 1. Customer Journey in the Concept Store: An Analysis of Touchpoints and Journey Integration

   University essay from Lunds universitet/Institutionen för tjänstevetenskap

   Author : Tatev Nazaryan; Seo Hyun Chang; [2023]
   Keywords : customer experience; customer journey; customer journey touchpoints; concept store; journey integration dimensions; retail; new retail format; Social Sciences;

   Abstract : Date: May 15, 2023 Keywords: customer experience, customer journey, customer touchpoints, concept store, journey integration dimensions Project Purpose: The following study aims to enhance understanding of how customers experience different touchpoints within the concept store throughout each stage of the customer journey, as well as, explore existing and new dimensions of the customer journey integration. Theoretical Framework: The following study adopts the theory of customer journey since it helps to understand what touchpoints customers interact with throughout each stage of their journey that helps to shape their experiences. READ MORE

3. 2. Creation of identity value in video advertising: Performing identity myths of stigmatized groups of society

   University essay from Lunds universitet/Institutionen för strategisk kommunikation

   Author : Antonia Pumarino; [2023]
   Keywords : Identity value; identity myth; personification; discourse advertising; social tensions; cultural branding; critical discourse analysis; Social Sciences;

   Abstract : Brands have changed their approach to advertising, instead of offering products, nowadays they offer ways of living and seeing the world. To do so, they own a symbolic language which is embodied in advertising discourse. Brands aim to create more profound relationships with consumers and to concretise it, they have a variety of strategies at hand. READ MORE

4. 3. An analysis of how video advertising factors influence consumers' impulse purchase intentions — In the context of short-form video

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Huihao Lu; Yating Zheng; [2023]
   Keywords : Short-form video advertising; impulsive purchase intention; emotional response; Business and Economics;

   Abstract : Online shopping is gradually becoming a daily behavior in people's lives, and advertising marketing methods based on short videos are also playing an increasingly important role in this trend. Different from pictures and texts, it combines sound and picture, is easy to spread, and contains a lot of information, which conforms to people's habit of using fragmented information. READ MORE

5. 4. Whoo’s laughing now? A qualitative study of User Responses to Native Content Marketing

   University essay from Lunds universitet/Institutionen för strategisk kommunikation

   Author : Lovisa Käll; Ebba Keller; [2023]
   Keywords : Native advertising; Content Marketing; Tiktok; Duolingo; Persuasion knowledge model; Associative processing model of humour; consumer attitudes; Social Sciences;

   Abstract : In the dynamic realm of social media marketing, maintaining a competitive edge is crucial; hence marketers are actively seeking strategies to stand out and increase levels of engagement. The study aimed to provide valuable insights into companies' utilisation of native content advertising on TikTok and users' attitudes towards this marketing strategy. READ MORE

6. 5. Should we do it ourselves or should we let somebody else do it?

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Nicholas-Joel Kisling; Julia Herma Cornée Dorothée Bosveld; [2023]
   Keywords : In-House Agency; Make-or-Buy; Insourcing; Outsourcing; External Agencies; Marketing; Brand Management; Advertising; Business and Economics;

   Abstract : Title: Should we do it ourselves or should we let somebody else do it? An exploratory study of in-house agencies and external agencies in marketing and brand management Course: BUSN39 - Degree project in Global Marketing Authors: Nicholas-Joel Kisling & Julia Herma Cornée Dorothée Bosveld Keywords: In-House Agency, Make-or-Buy, Insourcing, Outsourcing, External Agencies, Marketing, Brand Management, Advertising Purpose: The purpose of this study is to explore the dynamics of make-or-buy decisions in the context of marketing and brand management. Specifically, the research investigates the role and scope of in-house agencies beyond advertising, and analyses the motivations that drive companies to either insource or outsource marketing and brand management functions. READ MORE