Essays about: "message strategy in advertising"

Showing result 1 - 5 of 16 essays containing the words message strategy in advertising.

1. 1. “Yebo Gogo, it’s time to braai Mzansi!” Code-Switching, Borrowing, Prestige, Slang, and Persuasion in the Digital Marketing Industry of South Africa

   University essay from

   Author : Daniel Neate; [2022]
   Keywords : Advertising; code-switching; borrowing; slang marketing; covert or overt prestige;

   Abstract : This paper will analyse code-switching, borrowing, slang, and covert or overt prestige in online and television media. The days of OOH (Out Of Home) advertising are becoming obsolete and moving toward a digital age. READ MORE

3. 2. Influencing consumer behavioural intentions: Reducing household water consumption

   University essay from Lunds universitet/Institutionen för strategisk kommunikation

   Author : Daria Granina; [2022]
   Keywords : Emotional and Rational Communication; Advertising Appeals; Intention to Behave Sustainably; Message Tailoring; Persuasive Sustainability Communication; Strategic Communication; Elaboration Likelihood Model; ELM; Theory of Planned Behaviour; TPB; Social Sciences;

   Abstract : Although the topic of sustainability communication has been extensively studied since the 1970s, there remain gaps and contradictions, e.g. the effectiveness of communication strategies for influencing individual pro-environmental behaviour change. READ MORE

4. 3. How weird elements in brand communication can strengthen brand intimacy.

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Yingting Zhang; Francesco Carlino; Undine Himmelsbach; [2021]
   Keywords : Brand Communication; Advertisement; Brand Identity; Brand Personality; Elements of Weirdness; Elements of Surprise; Brand Rejuvenation; Brand Positioning; Brand Intimacy; Brand Rhetoric.; Business and Economics;

   Abstract : Abstract Purpose: The purpose of this paper is to explore “weird elements” as part of brand communication in relation to brand intimacy. To define the purpose more precisely, this paper will focus on four specific research questions with reference to the selected case examples: 1. Which message is conveyed? 2. READ MORE

5. 4. Insta(nt) credibility? : Exploring how Generation Z assigns credibility to influencers and their sponsored posts on Instagram

   University essay from Högskolan i Jönköping/Internationella Handelshögskolan

   Author : Lisa Stedt; Nathalie Skoglösa; Elina Svelander; [2019]
   Keywords : Influencer marketing; Source credibility; Instagram; Generation Z;

   Abstract : Background: Today, 98% of all Swedish upper secondary school students have Internet access and the majority possess accounts on social media; allowing them to generate content and engage with brands in a new way. Amongst this, we find influencer marketing; a new form of endorsement strategy utilized by companies in the social media setting to promote products and brands. READ MORE

6. 5. Feeling like Spending? : An explanatory study on the different effects of emotional appeals on purchase intention

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Christoffer Birgestam; Jakob Koel; Camilla Öman; [2019]
   Keywords : Emotional Appeals; Purchase Intention; Anger; Disgust; Surprise; Sadness; Happiness; Fear; Basic Emotions; Message Strategy; Advertising Appeals; Marketing Strategy; Advertising Strategy.;

   Abstract : Background: The fundamental aim of utilizing a message strategy is to develop advertising content that captures consumer attention and thereby generates favourable consumer behaviour. Two common approaches in advertising are (i) emotional appeals and (ii) rational appeals. READ MORE