Essays about: "theories on advertising"

Showing result 21 - 25 of 99 essays containing the words theories on advertising.

  1. 21. 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

    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

  3. 22. Concepts that influence users’ feeling of non-intrusiveness in native advertising : A quantitative study testing the conceptualization of   effective native advertisements’ influence on users’ feeling of non-intrusiveness

    University essay from Linnéuniversitetet/Institutionen för ekonomistyrning och logistik (ELO)

    Author : Adam Wetterstrand; Albin Fransson; Julius Nordmark; [2019]
    Keywords : Native advertising; non-intrusiveness; digital marketing; contextual relevance; transparency; informational appeal; emotional appeal; personalized advertising;

    Abstract : Abstract Background “Traditional digital advertising has become wallpaper. It doesn’t improve anyone’s experience on a site and readers, myself included, pretty much look past it” stated by Jason Hill, Global Head of Media Strategies (Adage.com, 2019). READ MORE

  4. 23. Virtual(ly) Human: How Anthropomorphic Presentations of Virtual Humans in Advertisements Affect Consumer Attitudes and Intentions

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

    Author : Kristoffer Karlsson Svärd; William Svahn; [2019]
    Keywords : Anthropomorphism; Virtual influencer; Computer-generated imagery; Artificial intelligence; Marketing;

    Abstract : The phenomenon of virtual influencers - artificially intelligent virtual humans - can today be observed on social media platforms. Little is yet known about the effects of using such non-human entities in an advertising context. READ MORE

  5. 24. Advertising in high- and low context cultures : A comparative content analysis between Sweden and Brazil

    University essay from Högskolan i Halmstad/Akademin för ekonomi, teknik och naturvetenskap

    Author : Anette Karphammar; Maria Behrns; [2018]
    Keywords : ;

    Abstract : In today's increasingly globalised world, research within cultural differences is called for to be able to categorize nations and aid cross border communications around the world. This thesis is a quantitative study of differences in advertising communication between what is considered high and low context cultures, through a deeper look into Sweden and Brazil. READ MORE

  6. 25. Native advertising : from a consumer perspective

    University essay from Högskolan i Halmstad

    Author : Elin Lindmark; Elin Millberg; [2018]
    Keywords : Native advertising; Online advertising; Credibility; Consumer perception;

    Abstract : Research questions:How do consumers perceive native advertising compared to other online advertising? How does the media channel affect native advertisements?How do consumers receive native advertising? Purpose:The purpose of this study is to examine native advertising from a consumer perspective. A research will be done about how consumers perceive native advertising compared to other online advertising, how the media channel affects native advertisements and how consumers receive native advertising. READ MORE