... qualitative research findings and literature analysis results and matches the new technology applications with consumer desire understanding. The conceptual framework of tourism marketing/advertising is proposed based on qualitative research and literature analysis. Findings The qualitative research...

...Paraskevi Dekoulou; Panagiotis Trivellas Because of the dramatic decline in their profitability caused by the economic crisis in the past five years, Greek advertising and media companies are threatened with extinction; thus, they are required to enhance their effectiveness through...

...Christina Giakoumaki; George J. Avlonitis; George Baltas Purpose The purpose of this study is to examine the effectiveness of ingredient advertising. Specifically, the authors consider the question as to whether ingredient advertising can increase derived demand and favorably influence purchase...

...-method design incorporating quantitative and qualitative elements in the client–advertising agency context. Data obtain via an online survey in Study 1 were analysed using structural equation modelling and bias-corrected bootstrapping technique. Study 2 featured 15 in-depth interviews with marketing...

...Morten Bach Jensen; Anna Lund Jepsen Purpose The purpose of this paper is to state a case for consideration of low attention processing when advertising in industrial markets. Design/methodology/approach Through a critical description of low attention processing the paper demonstrates how...

... to address any of the steps in the customer learning curve where customers may be “falling away.” Kahn's program illustrates several points about strategy driven business‐to‐business promotions: © Emerald Group Publishing Limited 2005 Motivation (psychology) Advertising Business‐to‐business...

... the process immediately more attractive to clients because it “puts the client in the driver’s seat.” The five‐step PISCES_SM Process has been used successfully to develop new advertising as well as to create new products, extend a product line, and to reposition an existing product. This paper...

...Shengliang Deng; Jing Zhao As China′s economic reform continues, foreign trade with China has expanded rapidly in the past several years. During this period, export advertising has played an increasingly important role in promoting the export of Chinese products and services. Since export...

...Stuart C. Rogers Many senior business people in the USA believe that some 90% of all advertising does not do what it is intended to do. The common reasons are the basic ineptitude of many people charged with creating advertising, objectives and goals inadequately set, advertising created primarily...

...Sydney Roslow; Henry A. Laskey; J.A.F. Nicholls Cooperative advertising is intended for the mutual benefit of channel partners. Shows that manufacturers and dealers/distributors in the boating industry view this marketing activity very differently. Manufacturers see no connection between...

...Ernest F. Cooke; Louise W. Smith; Doris C. Van Doren Defines the nature and use of specialty advertising. Looks at the perceived value of specialty advertising to industrial company marketers and shows the trends as determined by a nation‐wide (US) survey in actual use in specific categories...