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Marketing ZFP

Browse Volumes: Marketing ZFP

MAR Volume 45 (2023) Issue 3 ISSN Online: 0344-1369

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Mohamed-Nabil Mzoughi, Safa Chaieb, Karim Garrouch Effects of the Variation of Rhetorical Ambiguity on Advertising Persuasion: Mediating Role of the Mental Imagery and Moderating Role of the Tolerance to Ambiguity S. 75-90

„… advertising”(Chebat and Gautier 1978, p. 104); “the art to persuadeby the language” (Hermann and Lugrin 1999a, p. 60 …” „… advertising appreciation (McQuarrieand Mick 1992).Outcomes about the complexity of rhetorical advertisingare …” „… and incongruence in thematic advertising-medium combinations: Role of awareness, fluency, and …”

Christina Pappenheim, Heribert Gierl Effect of the Information about the Use and Non-Use of Photoshopping of Female Ad Models on Brand Attitudes of Young Female Consumers S. 4-37

„… a public de-bate about advertising for the beauty brand L’Oréal byarticulating the suspicion that …” „… Ad-vertising Standards Authority (2023) requires advertisersto adhere to the „guiding principle” to avoid …” „… photograph” or „photogra-phie retouchée” in advertising (Pounders 2018, p. 133).Violators must pay fines …”

Andrea Gröppel-Klein, Kenya-Maria Kirsch Design of Cues on Supply Chain Encryption through Blockchain Technology and AnimalWelfare Compliance on Meat Product Packaging S. 38-52

„… (advertising)statementsPrevious studies on the textual design of extrinsic cueshave yielded ambivalent results. On the one hand …” „… promote cosmetics: How con-sumers perceive cosmeceutical claims. Journal of AdvertisingResearch, 59(4 …” „… to a wide variety of issuesin the digital advertising market.” But can this also solvethe information …”

Timo Schreiner Balancing Consumer Self-Benefits and Altruism in Online Shopping: Examining Consumer Preferences for Customized and Personalized Cause-Related Marketing Campaigns Versus Price Discounts S. 53-74

„… . (2019). Personalized charity advertising.Can personalized prosocial messages promote empathy …” „… limited, vast research hasidentified various positive effects of personalized adver-tising on consumer …” „… , personalizedcharity advertising was found to indirectly enhance atti-tudinal and behavioral responses to the …”

Autor(en) Titelei/Inhaltsverzeichnis S. 1

„… , andKarim GarrouchEffects of the Variation of RhetoricalAmbiguity on Advertising PersuasionVolume 453/20233 …” „… Variation of Rhetorical Ambiguity on Advertising Persuasion: MediatingRole of the Mental Imagery and …”

Daniel Baier, Joerg Koenigstorfer Editorial S. 2-3

„… AdvertisingPersuasion: Mediating Role of the Mental Imagery andModerating Role of the Tolerance to Ambiguity” appliesa …” „… advertising statements for meat offers.In a 2 × 2 experimental design with two additional con-trol groups, the …”

doi.org/10.15358/0344-1369-2023-3

Svend Hollensen, Marc Oliver Opresnik - Marketing

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Svend Hollensen, Marc Oliver Opresnik

Marketing

2010

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4.4 Communication Decisions S. 286-344

„… Planning Process276Mix Element(section no. in the chapter) Advantages Disadvantages 4.4.3 Advertising:Any …” „… Communication Decisions 2774.4.3 AdvertisingAdvertising is one of the most visible forms of communication …” „… advertising.Identify and Understand the Target AudienceThe target audience is the group of people at which the …”

5.3 Ethical, Social and Environmental Aspects of Marketing Planning S. 401-420

„… people associate marketing activities, especially selling and advertising with dishonest …” „… advertising and branding. Hence, an alternative view, often proclaimed by marketing practitioners, is that …” „… tobacco advertising, the setting up of bodies to protect consumers’ interests in the food and drinks …”

Case 4: Heinrich Deichmann GmbH S. 344-358

„… advertising more. The company wants to invest this year 165 million euros, which should also finance the …” „… manufacturers and their relentless advertising have helped the growth in the sport shoe market worldwide. The …” „… umbrella brand has become well-known through brand awareness efforts, highlighted by celebrity advertising …”

5.2 Budgeting and Control S. 388-401

„… crucial for understanding and managing service productivity.Marketing actions, such as advertising …” „… , such as those about advertising, are often affected by competitors and their respected strategies …” „… and/or better advertising, a more motivated sales force, weaker competition, and so on. This makes it …”

Case 5: Alfred Ritter GmbH S. 445-460

„… Sportschokolade – Ritter’s Sports Chocolate. The new launch was soon supported by advertising posters for display …” „… cooperation with the DEWE advertising agency which lasted many decades and greatly contributed to the …” „… yogurt filling. Supported by a massive national advertising campaign, the new creation and its marketing …”

Titelei/Inhaltsverzeichnis S. 1-14

„… . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2934.4.7 Internet Advertising/Promotion …” „… . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2754.4.3 Advertising …” „… . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2774.4.3.1 Theories of how Advertising Works …”

2.2 Assessing the External Marketing Situation S. 75-88

„… advertising is illegal in Scandinavia, the UK, Italy and partially in Germany and alcohol advertising is …” „… . Examples of regulatory bodies in the advertising industry include the Deutscher Werberat (Germany), Maknads …” „… Etiska Radet (Sweden) and the Advertising Standards Authority (UK). Marketing managers must constantly be …”

5.1 Organizing and Implementing the Marketing Plan S. 358-388

„… standardized advertising theme around the globe. Obviously, even in highly standardized advertising campaigns …” „… adaption, completely adjusting their advertising messages to local markets. Kellogg ads in the United …” „… internationally because media availability varies significantly from country to country. TV advertising time is …”

4.1 Product and Service Decisions S. 185-226

„… communication decisions you should be able to do the following:distinguish between theories of how advertising …” „… works• explain the steps in developing an international advertising campaign• describe the targets and …” „… station where one attendant Example 11:Ikea differentiates its offer advertising superior delivery …”

Case 3: Royal Copenhagen A/S S. 180-185

„… following:distinguish between theories of how advertising works• explain the steps in developing an international …” „… advertising campaign• describe the targets and objectives of public relations• discuss the objectives and …”

3.2 Market Segmentation, Targeting and Positioning S. 149-180

„… managers design a product line to meet market demand, determine advertising messages that will have most …” „… appeal, select media that will have greatest impact for each segment and time product and advertising …” „… classified in such a way that they can be reached by communications media (e.g. advertising, direct mail …”

4.3 Distribution Decisions S. 248-286

„… 2006 – a prize for the most effective advertising.Along with this campaign, Kofola launches …” „… consumers, information about product features, advertising, providing sales force, packaging information …” „… , advertising and trade shows. Usually, a combination of several of these sources is used to find prospective …”

1.1 The Evolution of Relationship Marketing S. 15-21

„… , such as sales, advertising and promotion, for the purpose of creating new demand to absorb the …” „… and brand loyalty. In order to achieve a brand image, brand differentiation and effective advertising …”

2.1 Assessing the Internal Marketing Situation S. 57-75

„… Internal Marketing Situation 57through scale the advantages to service firms such as advertising agencies …” „… business (e.g. in marketing, advertising and selling) through know-how. BCG estimated empirically that, in …” „… the product. This will be the ultimate test and will be remembered long after the clever advertising …”

Case 2: BMW Motorcycles S. 110-123

„… , A. S. C. and Goodhart, G. J. (1980) How advertising works, J. Walter Thompson/MRCAGannon, M. (2001 …” „… Creative Marketing, Allyn & Bacon, BostonRothschild, M. L. (1978) Advertising strategies for high and low …”

2.3 Analyzing Buying Behaviour on the B2C Market S. 88-93

„… . through sales promotion) to achieve trial. As the customer is not actively seeking information advertising …”

Case 1: Nordex AG S. 48-57

„… Management, 14, pp. 273-291Churchill, H. L. (1942) How to Measure Brand Loyalty, Advertising and Selling. Vol …”

5.4 Developing and Managing Customer Relationships S. 420-445

„… decision to hire: not only those who work with customers or develop the marketing programs and advertising …” „… looking for ways to enlarge mobile data service revenue. Many operators believe advertising revenue is the …”

1.6 Fundamentals of Marketing Planning S. 36-48

„… strategiesSpecifying the advertising platform and media• Deciding the public relations brief• Organizing the sales …”

doi.org/10.15358/9783800648702

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Marketing ZFP

Browse Volumes: Marketing ZFP

MAR Volume 44 (2022) Issue 1 ISSN Online: 0344-1369

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Udo Wagner, Roland Ruhm Effects of Acoustic Stimuli Complementing Out-Of-Home Advertising S. 23-36

„… , E-Mail:roland.ruhm@pwc.comEffects of Acoustic Stimuli ComplementingOut-Of-Home AdvertisingBy Udo Wagner* and Roland RuhmConsumers …” „… information and number of advertising mes-sages on a daily basis. To cut through this advertisingclutter, this …” „… study and avenues for fur-ther research.2. Literature review2.1. Audition and OOH advertisingAuditory …”

Jana Daume, Verena Hüttl-Maack Consumers' Situational Curiosity: A Review of Research on Antecedents and Consequences of Curiosity in Marketing-Relevant Situations S. 37-58

„… active engagement with the advertis-ing. The possible forms of curiosity-evoking advertisingtactics seem …” „… Bulletin, 116(1), 75–98.Maloney, J. C. (2000). Curiosity Versus Disbelief in Advertising.Journal of …” „… marketers run curiosity-evoking advertis-ing? Imagine a typical day and think about how many ad-vertising …”

Titelei/Inhaltsverzeichnis S. 1

„… Roland RuhmEffects of Acoustic StimuliComplementing Out-Of-Home AdvertisingJana Daume and Verena …” „… Stimuli Complementing Out-Of-Home AdvertisingBy Udo Wagner and Roland Ruhm …”

Editorial S. 2

„… affects ad-vertising effectiveness. I wish all readers a lot of inspira-tion when reading the …”

Bernhard Swoboda, Marius Müller E-Commerce Firms' Geographic Scope: Roles of Intangible Resources and Country-Specific Moderators S. 3-22

„… advertising(Kotha et al. 2001). We thus argue that firms with highwebsite traffic are able to benefit from their …” „… online shops to expand (Watson et al.2018). Monetizing website traffic and entering advertis-ing …” „… repu-tation, or benefit from better access to advertisingpartnerships (Molla-Descals et al. 2014 …”

doi.org/10.15358/0344-1369-2022-1

Norbert Berthold, Michael Lingenfelder - WiSt - Wirtschaftswissenschaftliches Studium

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WiSt - Wirtschaftswissenschaftliches Studium

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WIST Volume 41 (2012) Issue 7 ISSN Online: 0340-1650

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Uta Schwarz, Stefan Hoffmann Unter welchen Bedingungen ist humorvolle Werbung erfolgreich? S. 344-349

„… . Aufl.,Stuttgart 2000.McGuire, W. J., An Information Processing Model of AdvertisingEffectiveness, in: H. L. Davis …” „… , G., Types of Humor in Television and Magazin Advertising, in: Review of Business, Vol. 22 (2001), S …” „… . 92–95.Chattopadhyay, A., Basu, K., Humor in Advertising. The Role ofPrior Brand Evaluation, in: Journal …”

Hans-Joachim Haß Industriepolitik in der Sozialen Marktwirtschaft S. 374-377

„… Euro-Hydra – Banken-, Staatsschulden- und Zahlungsbilanzkrisen) Dr. Jörn Redler, Cross-Channel-Advertising …”

doi.org/10.15358/0340-1650-2012-7

WiSt - Wirtschaftswissenschaftliches Studium

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WiSt - Wirtschaftswissenschaftliches Studium

Browse Volumes: WiSt - Wirtschaftswissenschaftliches Studium

WIST Volume 45 (2016) Issue 1 ISSN Online: 0340-1650

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Goetz Greve Kontrolle von Online-Marketing-Aktivitäten S. 16-21

„… zählen insbesondere Display Advertising, Suchmaschinen-Marketing, Affiliate Marketing, E-Mail-Marketing …” „… , Social Media Advertising und Mobile Advertising. Wenngleich auch in Online-Medien Marketing-Aktivitäten …” „… durchführbar sind, die vergleichbar der traditionellen Instrumente sind, bspw. Display Advertising, so weisen …”

Michael Hundt Ökologische Lebensmittel S. 42-45

„… , in: Journal of Political Economy, Vol. 78 (1970), S. 311–329. Nelson, P., Advertising as Information …”

Ebru Sahin, Florian Kraus Vertreterstereotype im Direktvertrieb S. 4-9

„… Trial Versus Advertising, in: Journal of Marketing Research, Vol. 20 (1983), No. 3, S. 257–267. Snyder …”

doi.org/10.15358/0340-1650-2016-1

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