...Valeria Noguti; David S. Waller Purpose This research investigates how consumers who are most active on Facebook during the day vs in the evening differ, differ in their ad consumption, and how advertising effects vary as a function of a key moderator: gender. Design/methodology/approach Using...

... to promote its product. When a firm submits promotional statements made in interactive promotional media: Ethics Corporate social responsibility Advertising effectiveness Social media Pharmaceutical marketing Direct-to-consumer advertising Direct-to-consumer advertising (DTCA) refers...

... Publishing Limited 2016 Personality Advertising Consumers Market segmentation Advertising effectiveness Industry practitioners use various forms of communication to advertise their products. These advertised products often make use of messages that can persuade, inform or remind individuals...

... into the study as potential predictors of channel switching. The development of the scale to measure situational triggers underlying channel switching is fully explored in the next section. Television commercials Advertising effectiveness Advertising media Consumer behaviour Situation analysis...

... “actually differ very little from each other” and offer “essentially the same menu” to clients. Thus, a firm's conspicuous assertion that it has special insights into the basic constituents of advertising effectiveness could differentiate it from rivals and bestow considerable public relations...

... Internet marketing Insurance Advertising effectiveness The internet is, according to Brand (2000) , a cost effective means of distributing insurance. Some authors consider a web site to be an efficient medium for communication with consumers (Berthon et al., 1996 ; Hoffman and Novak...

... been cleared that advertising effects for new products were lower in regard to the formation of favorable attitude and purchase intention than the effects for existing products (Takeuchi, 1996). In the case of new products, advertising is used to secure recognition and promote understanding...

... Limited 1996 Advertising effectiveness Cost effectiveness Cost management Models Sales promotion The B&K model uses three explanatory variables to explain variation in the ratio of promotional expenditure to sales. These are market share (MS), market growth (MG...

... Limited 1993 Advertising effectiveness Children Consumer behaviour Purchasing Saudi Arabia Surveys Television Young people IMPACT OF TV COMMERCIALS ON SAUDI3C7 HIL Discusses the effects of advertising on children following the results of a survey. Impact of TV Commercials on Saudi...

...Paula J. Haynes Advertising effectiveness depends on good media selection. Media decisions are typically based upon consummatory, or usage, measures. Though perceived usefulness (instrumental media behaviour) is generally not a consideration, consumers′ perceptions of media types as useful have...

... an attractive personality will differ between product fields. Understanding of a brand's personality will aid advertising professionals. Brand personality profile should help ailing brands if they are in need of personality modification. © MCB UP Limited 1988 Advertising Effectiveness Brand Choice...

... to provide a clear guide to the use of available methods of measurement; it puts into context many of the arguments for and against particular methods, by demonstrating their relevance to advertising management. Advertising Effectiveness A Manager's Guide to Measuring the Effects of Advertising...