Search for dissertations about: "Advertising effectiveness"
Showing result 1 - 5 of 9 swedish dissertations containing the words Advertising effectiveness.
-
1. Advertising effectiveness measurement : intermediate constructs and measures
Abstract : Advertisers invest substantial amounts of money in advertising and need to know whether these investments pay off. Given that advertising generally has both short-term and long-term effects and that the behavioral effects of advertising are influenced by numerous other factors, intermediate measures are needed that gauge the mental effects of advertising in the target audience. READ MORE
-
2. Understanding advertising creativity : how perceptions of creativity influence advertising effectiveness
Abstract : Today advertisers face the challenge of securing advertising effectiveness by producing advertisement that gets the consumers’ attention and shape their attitudes and behavior. One suggested way to reach these objectives is creativity. READ MORE
-
3. Recetion, Reception, Reception : the Effects of Receiver Context on Advertising Effectiveness
Abstract : The purpose of this thesis is to investigate the effects of receiver context on advertising effectiveness. More specifically, it extends the academic literature on the effects of the social receiver context (who else is present when the subject is exposed to advertising) and the spatial receiver context (how and where the subject is exposed to advertising) on consumer responses to an advertisement and to the brand sponsoring the advertising. READ MORE
-
4. Marketing on the Web : empirical studies of advertising and promotion effectiveness
Abstract : .... READ MORE
-
5. Green Media : Exploring Green Media Selection and its Impact on Communication Effectiveness
Abstract : Does the choice of a medium, by which a company’s advertising message is carried, communicate something about that company’s commitment to act responsibly towards the green environment? Does the choice of a medium that consumers perceive as more harmful for the green environment impact ad and brand evaluations more negatively than a medium that they perceive as less harmful? If so, to what extent do companies have knowledge of such change in consumer media behavior and thereby take into account the green environmental aspect with media selection? Driven by such questions, and by way of an experiment, secondary data analysis, interviews and surveys this thesis explores green media selection and its impact on communication effectiveness from the consumer’s and marketing manager’s perspective. Building on theories of advertising planning and media selection the thesis contributes with four empirical studies to increase the understanding of green advertising media and how consumers’ eco-harmful media perceptions impact communication effectiveness. READ MORE
