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Economic Factors Underlying the Unbundling of Advertising Agency Services
Transformation Framework Service Operations Decisions Relationships Price Diversification Geography
2015/4/22
This paper addresses a longstanding puzzle involving the unbundling of services that has occurredover more than two decades in the U.S. advertising agency industry: How can the shift from the bundling...
Concentration Levels in the U.S. Advertising and Marketing Services Industry:Myth vs. Reality
Advertising and Acquisitions Revenue Data and Data Sets Surveys Marketing
2015/4/22
This paper analyzes changes in concentration levels in the U.S. Advertising and Marketing Services (A&MS) industry using publicly released data that have been largely ignored in past discussions of th...
California's Proposition 37 Voter Intention and the Impact of Prior Knowledge, Prices, and Campaign Advertising
California's Proposition 37 Voter Intention Impact of Prior Knowledge Prices Campaign Advertising
2014/6/3
California's Proposition 37 Voter Intention and the Impact of Prior Knowledge, Prices, and Campaign Advertising。
Effectiveness of Pear Advertising and Promotion。
The Association between Advertising and Sales Volume: A Case Study of Nigerian Bottling Company Plc
advertising sales volume market share
2011/6/1
Advertising is a form of communication that attempts to interpret the qualities of products, services and ideas in terms of consumer needs and wants.
Antecedents and Consequences of Web Advertising Credibility: A Study of Consumer Response to Banner Ads
Web Advertising Credibility Consumer Response Banner Ads
2009/12/2
Rapid growth in online advertising revenues indicates the viability of World Wide Web advertising as an alternative to that of traditional media. Practitioners and academicians recognize that building...
Assessing the Effects of Animation in Online Banner Advertising:Hierarchy of Effects Model
Animation Online Banner Advertising Effects Model
2009/12/2
The present study attempts to examine the effects of animated banner ads, as well as the moderating effects of involvement, on each stage of the hierarchy of effects model, and to explore the applicab...
Corporate Web Sites as Advertising: An Analysis of Function, Audience, and Message Strategy
Corporate Web Sites Advertising Function Audience Message Strategy
2009/12/2
The primary purpose of this study is to explore and explain the concept of the Web site as corporate advertisement. Three coders analyzed 160 corporate Web sites. Corporate Web sites are able to combi...
Diffusion of Broadband and Online Advertising in Korea
Broadband and Online Advertising Korea
2009/12/2
The paper reviews various factors that helped and facilitated fast diffusion of broadband in Korea as it describes what made Korea a number one case for broadband Internet diffusion. It also discusses...
Experiencing Interactive Advertising beyond Rich Media: Impacts of Ad Type and Presence on Brand Effectiveness in 3D Gaming Immersive Virtual Environments
Experiencing Interactive Advertising Rich Media Ad Type and Presence Brand Effectiveness 3D Gaming Immersive Virtual Environments
2009/12/2
Theories from social psychology, consumer psychology, and Human Computer Interaction suggest that 3D gaming Virtual Environments increase users affective engagement with the stimuli/environment conten...
Interactive Advertising Concentration: A First Attempt
Interactive Advertising Concentration A First Attempt
2009/12/2
The University of Texas Advertising Department introduced its first Internet advertising class in 1995. That class quickly became quite popular with students, and it helped them to find jobs in the qu...
Longevity of Websites and Interactive Advertising Communication
Websites and Interactive Advertising Communication
2009/12/2
This study traces survival of advertising-related Web sites for a five-year period from 1997-2002. Client organizations had the best survival rate, about 70%, while less than 50% of advertising agency...
The Adoption of Persuasive Internet Communication in Advertising and Public Relations Curricula
Persuasive Internet Communication Advertising Public Relations Curricula
2009/12/2
The purpose of this study was to investigate the diffusion of Internet communication into the curricula of advertising and public relations programs. While the establishment of any new medium is a pro...
The Interactive Advertising Model Tested:The Role of Internet Motives in Ad Processing
The Interactive Advertising Model Tested Internet Motives Ad Processing
2009/12/2
Two, one-factor, within-subjects experiments were conducted to examine the role of Internet motives on responses to four types of banners (communicate, research, shop, and surf). Participants were eac...
The Interactive Advertising Model:How Users Perceive and Process Online Ads
Interactive Advertising Model Online Ads
2009/12/2
The authors provide an integrative processing model of Internet advertising, which incorporates the functional and structural schools of thought. The model begins with the functional perspective, whic...