... Limited 2020 Emerald Publishing Limited Licensed re-use rights only Visual attention Advertising Communication Eye tracking Types of ads Properly targeting a campaign's audience is an essential part of an organization's communication strategy. According to Kraft and Weber (2012...

... Findings – A factorial analysis suggests that relationship marketing is a multidimensional construct consisting of four key dimensions namely communication, trust, empathy and commitment. Practical implications – Communication emphasizes the necessity to communicate in understandable way; trust...

... analysis. Findings The visibility involvement model can be applied by cultural organizations to discern their key audience, and thus, their communicative focus. It is also the foundation of practical recommendations to enhance a gallery's marketing strategy to either deepen or broaden their audience...

...Claudia Mendez Purpose The purpose of this paper is to explore the ways in which anthropological research, specifically ethnography, can be useful in an integrated marketing communication (IMC) approach. Design/methodology/approach Starting from a brief description of the different ways...

... learning from academics to practitioners. If McDonald (2003) is right, and scholarliness does indeed get in the way of communication, then the issue becomes the efficacy of journal articles in explaining new science to the other audiences identified by Parasuraman (2003) : more pragmatic colleagues, who...

...Ross Brennan In marketing, as in other areas of management studies, there is a feeling abroad that lines of communication need to be improved between those who work largely in the academic sphere and the practitioner community. Introduces the papers presented in this special issue, which explore...

...Keith Fletcher Manufacturers use communication strategies to inform potential consumers of their product's existence, its main features and benefits, its advantages over competing products, with the aim of persuading them that purchase is a desirable action. This set of promotion objectives...