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A
Feature-Based Approach to Assessing Advertisement Similarity |
This research explores the degree to which similarity perceptions
between two advertisements can be decomposed and explained by a
“weighted-and-summed” distance measure computed on the
advertisements’ executional elements, after controlling for
familiarity and viewers’ responses to the advertisement. pdf-file |
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A
Measured Response |
Realize the potential of your advertising with tracking research;
article by Jerry W. Thomas |
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Advertainment |
Music pervades our lives. So does advertising. It is of no surprise
that the two are very closely linked. This article discusses the
role of music in advertising and vice versa. |
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Advertising and Packaging |
Your product's voice and face; article by Gene Leichter |
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Advertising Impact Generalizations in a Marketing Mix Context |
What has academic research revealed about the quantifiable impact of
advertising on business performance? This article summarizes the
advertising-related findings in a recent Marketing Science Institute
book on empirical generalizations about marketing impact. |
new |
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Advertising of Prescription Medicines: |
HealthWatch Position Paper on Direct to Consumer Advertising of
Prescription Medicines. Pdf-file |
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Beyond the Mass Mailing - Next-Generation Campaign Management in an
Era of Saturated Markets |
In an average city on an average day, the average citizen runs into
some 5,000 marketing messages. In the middle of this critical
challenge, the skills and science of direct marketing seem to be
trapped in the 20th century. Abstract, pdf-file available for
download. 2008 |
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Competitive Reactions to Advertising and Promotion Attacks |
How do competitors react to each other’s price-promotion and
advertising attacks? What are the reasons for the observed reaction
behavior? |
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Effectiveness in Advertising |
Concept, planning and evaluation. Slide show, pdf file |
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Evidence-based advertising - An application to persuasion |
This paper is concerned with only one aspect of advertising – that
being persuasion. The author uses a broad common-sense definition of
persuasive advertising: it is the attempt to use primarily one-way
communication to influence attitudes and beliefs. 2011 |
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Fading Glory |
All those clever advertising slogans won't make you remarkable, and
that's what the game is all about today. 2004 |
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Future of Advertising Education |
White paper. It is the objective of this White Paper to explore the
current status of advertising education and suggest directions for
its short- and long-term future. |
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Glossary |
Dictionary of advertising terminology |
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Guess for Success? |
If your ad agency tells you it can handle new product development,
don't believe it! |
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Humor |
A short list of some funny ads and stories |
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Industry data |
Features Leading international advertisers, World brands etc. |
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International Advertising |
This article discusses various aspects of international advertising |
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Keeping Marketing’s Promises |
Ads that trumpet, “We’re unique!” are meaningless if the stores say,
“No, we’re not.” 2007 |
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Methods |
Overview of major methods of advertising and promotion |
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Reader Involvement - Survey on Magazine “Wantedness”—Results Summary |
How and why readers are involved in magazines is more than just a
hot topic in the advertising industry. In fact, the “wantedness” of
a publication has gone from being an industry buzzword to being one
of the most powerful among all the measures available to media
planners. pdf-file |
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Supermodels |
How super are supermodels as advertising spokeswomen; article by
Melvin Prince |
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Techniques and Concepts of Advertising |
In Glossary of terms style. Pdf-file |
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Text message advertising: Response rates and branding effects |
This paper explores the role of SMS or text message advertising.
Although SMS advertising is strictly a form of telemarketing, it
shares features with e-mail marketing and mcommerce. Pdf-file 2005 |
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The
Direct and Indirect Effects of Advertising Spending on Firm Value |
The authors hypothesize that advertising can have a direct effect on
valuation (i.e., an effect beyond its indirect effect through sales
revenue and profit response). The empirical results across two
industries provide support for the hypothesis that advertising
spending has a positive, long-term impact on own firms’ market
capitalization and may have a negative impact on the valuation of a
competitor of comparable size. |
new |
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The
Impact of Feature Advertising on Customer Store Choice |
A heavily used competitive tactic in the grocery business is the
weekly advertising of price reductions in newspaper inserts and
store fliers. Store managers commonly believe that advertisements of
price reductions and loss leaders help to build store traffic by
diverting customers from competing stores. In this paper we employ a
stochastic choice modeling framework to propose and empirically
estimate a disaggregate, consumer-level model of the effects of
feature advertising on store choice. pdf-file. 2006 |
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When is advertising a waste of money? |
Advertising needs to generate sales for companies, not just buzz, to
justify the cost. |
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