Essays about: "relationship between advertising and direct marketing"

Found 5 essays containing the words relationship between advertising and direct marketing.

1. 1. The personalization-privacy paradox: personalized ads on social media : Exploring invasive ads on social media, in relation to perceived usefulness, consumer privacy and trust

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Oliver Hillqvist; Amanda Johnsson Östergren; [2020]
   Keywords : Privacy; trust; social media; invasiveness; usefulness; personalized marketing;

   Abstract : Background: In the realm of online digital marketing, personalization tailored around the user’s interests are becoming the norm. It is becoming more and more challenging for marketers to get the attention of relevant consumers and get heard through all the noise. READ MORE

3. 2. The Effects of Brand-Context Congruence

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Weronika Bojanowicz; Johanna Hagberg; [2017]
   Keywords : customer-based brand equity; brand equity; digital marketing; brand-context congruence; brand image; targeted advertising; perceived quality; brand associations; brand esteem; brand acceptability; overall attitude; symbolic brand; functional brand; Business and Economics;

   Abstract : The purpose of this study is to examine if brand-context congruence has an effect on customer-based brand equity and whether brand image impacts this relationship. The relationship between an ad and the surrounding context, so called context congruence, has gained a lot of attention. READ MORE

4. 3. Evaluating the Effect of Mobile Display Advertising - Guidelines on how to Advertise in the Mobile Channel

   University essay from Lunds universitet/Ekonomihögskolan; Lunds universitet/Företagsekonomiska institutionen

   Author : Anton Olivensjö; Gustav Sundberg; [2015]
   Keywords : Campaign Effect; Click-Through Rate CTR ; Engagement; Frequency; Mobile Advertising; Mobile Campaigns; Rich Media; Static Banner; Video; Technology and Engineering;

   Abstract : Abstract Title Evaluating the Effect of Mobile Display Advertising - Guidelines on How to Advertise in the Mobile Channel Authors Anton Olivensjö Gustav Sundberg Supervisors Charlotta Johnsson, Associate Professor, Department of Automatic Control, Faculty of Engineering, Lund University Carl-Henric Nilsson, Associate Professor, Department of Business Administration, School of Economics and Management, Lund University Staffan Engström, Head of Mobile, Schibsted Sverige AB, Sales and Inventory, Stockholm Issue of Study The mobile is a fairly new advertising channel, in which the time spent by consumers has rapidly increased. Advertising spendings are however not aligned, as companies do not fully understand the channel. READ MORE

5. 4. An exploratory research : Fear and the need of security interplay as a business mechanism

   University essay from Företagsekonomi

   Author : Martha Alicia Beltrán Alanis; Javier Arnulfo Cruz Sánchez; [2011]
   Keywords : FEAR; NEED of security; FEAR appeal; UNACQUAINTED-indirect fear appeal; SECURITY industry; SECURITY company;

   Abstract : Background: Humanity builds and writes its history. Overtime the need of feeling secure has been present originated from an emotion, a condition and reaction: the fear of threats or danger. The impact of human fear over the humanity behaviour leads for searching ways of reducing such fear. READ MORE

6. 5. B2B Relationships in the Advertisement Business : A Study of Advertising Agency-Client Relationships

   University essay from IHH, EMM (Entrepreneurskap, Marknadsföring, Management)

   Author : Tina Johansson; Martin Eklind; Martin Samuelsson; [2007]
   Keywords : Marketing Communication B2B Advertising;

   Abstract : Abstract In the complex business environments of today, firms are in need of external expertise in order to achieve a competitive edge. The increased complexity is partly due to technological devel-opment and facilitated global access affecting most markets. Therefore, marketing activities has increased importance in a firm’s core strategy. READ MORE