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Mobile Technology and Advertising: Moving the Research Agenda Forward.
Publication Type: Academic Journal
Source(s): Journal of Advertising. Aug/Sep2022, Vol. 51 Issue 4, p407-410. 4p.
When Bad Is Good: Do Good Relationships between Marketing Clients and Their Advertising Agencies Challenge Creativity?
Publication Type: Academic Journal
Source(s): Journal of Advertising. Jun/Jul2022, Vol. 51 Issue 3, p385-405. 21p. 5 Diagrams, 5 Charts, 1 Graph.
Abstract: There is a widely believed tradition that good or high-quality agency–client relationships make for superior advertising campaigns, with many scholars highlighting the benefits agency professionals bring to the advertising creative development process....
High-Energy Ad Content: A Large-Scale Investigation of TV Commercials.
Publication Type: Academic Journal
Source(s): Journal of Marketing Research (JMR); Aug2022, Vol. 59 Issue 4, p840-859, 20p, 1 Diagram, 5 Charts, 6 Graphs
Abstract: Copyright of Journal of Marketing Research (JMR) is the property of American Marketing Association and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However...
Tracking Fraudulent and Low-Quality Display Impressions.
Publication Type: Academic Journal
Source(s): Journal of Advertising. Jun2020, Vol. 49 Issue 3, p309-319. 11p. 6 Charts, 1 Graph.
Abstract: Display advertising is traded in a complex market with multiple sides and intermediaries, where advertisers are exposed to several forms of potentially fraudulent behavior. Intermediaries often claim to implement measures to detect fraud but provide li...
Should Advertisers Avoid Controversial TV Content? Female Viewer Loyalty and Purchase Intent in the Context of Targeted Sponsorship Vignettes.
Publication Type: Academic Journal
Source(s): Central European Management Journal. 2021, Vol. 29 Issue 2, p2-32. 31p.
Abstract: Purpose: This study aims to investigate whether controversial TV content impacts the effects of non - standard advertising such as sponsorship vignette among female viewers. Methodology: The present study used two field experiments (n = 222; n = 219) c...
Tensões entre o imaginário da publicidade e as representações da profissão feitas por trabalhadores de agências de Belo Horizonte-MG.
Publication Type: Academic Journal
Source(s): Contracampo. dez2020-mar2021, Vol. 39 Issue 3, p118-130. 13p.
Abstract: O artigo busca averiguar de que forma estão presentes os pontos sugeridos por Everardo Rocha (1985) como legitimadores sociais da profissão publicitária nos relatos dos trabalhadores belorizontinos na lista Como é trabalhar aí?, um arquivo que circulou...
The Effect of Affect: An Appraisal Theory Perspective on Emotional Engagement in Narrative Persuasion.
Publication Type: Academic Journal
Source(s): Journal of Advertising; Jan-Mar2022, Vol. 51 Issue 1, p116-131, 16p, 1 Diagram
Abstract: Copyright of Journal of Advertising is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, down...
Investigating the impact of coercive exposure on web-advertisement performance: Focusing on the mediating role of advertisement fit.
Publication Type: Academic Journal
Source(s): International Journal of Market Research; Jan2022, Vol. 64 Issue 1, p69-88, 20p, 2 Diagrams, 6 Charts
Abstract: Copyright of International Journal of Market Research is the property of Sage Publications Inc. and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, u...
An economic analysis of maximally representative allocations.
Publication Type: Academic Journal
Source(s): Applied Economics; Dec2022, Vol. 54 Issue 59, p6744-6754, 11p, 5 Diagrams
Abstract: Copyright of Applied Economics is the property of Routledge and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email a...
Femvertising practices on social media: a comparison of luxury and non-luxury brands.
Publication Type: Academic Journal
Source(s): Journal of Product & Brand Management; 2022, Vol. 31 Issue 8, p1285-1300, 16p
Abstract: Copyright of Journal of Product & Brand Management is the property of Emerald Publishing Limited and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, ...