Global ETD Search
Search theses and dissertations gathered from participating repositories worldwide. Every result links back to the library that holds it. No account is needed.
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Showing 1 to 15 of 15 for “"Advertising Effectiveness"”.
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Measuring Advertising Effectiveness From a Communications Point of View
Made available in DSpace on 2014-12-05T21:37:09Z (GMT). No. of bitstreams: 1 0011521.pdf: 5110084 bytes, checksum: e366051b60b41100cfb1a286be33e3c0 (MD5) Previous issue date: 1955
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Exploring the role of control in digital advertising effectiveness
Submission published under a 24 month embargo labeled 'U of I Access', the embargo will last until 2024-08-01
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Persuasion Schemas: Attributes and Effects on Advertising Effectiveness, Coping and Involvement
Overall, the studies underscore the need to reconceptualize the processes that underlie the acceptance or rejection of different types of commercials when participants know that they are being persuaded.
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Jack of all trades in the era of media: multitasking and attentional influences on advertising effectiveness
A large number of research found that multitasking behavior can impair people’s explicit memory performance. Television advertisements thus are increasingly being regarded as a waste of money in the era of media when people are used to multitasking to avoid TV advertisements. However, recent …
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English-language advertising effectiveness with illiterate or non-English-speaking consumers in the Western and Eastern Cape townships of South Africa
… of goods, and the creation and consumption of advertising content. Within multiple business industries and brands, there is now a major focus on diversity, equity and inclusion, hiring, career progression, retention and producing, and telling diverse and inclusive creative stories. For the …
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An investigation of the effects of mood, type and level of involvement characterizing consumer products and message framing on advertising effectiveness
… of the results for mood research and advertising are discussed, along with practical implications for the design and implementation of advertising strategies.
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A study of the evaluation of advertising message effectiveness with particular reference to the life assurance industry in South Africa
This thesis presents a method of gauging advertising effectiveness through the measurement of changes in purchasing patterns caused by the controlled exposure to advertisements. The concept is not entirely new, but it is thought that this is the first time that a practical system has been designed …
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A study of the evaluation of advertising message effectiveness with particular reference to the life assurance industry in South Africa
… This thesis presents a method of gauging advertising effectiveness through the measurement of changes in purchasing patterns caused by the controlled exposure to advertisements. The concept is not entirely new, but it is thought that this is the first time that a practical system has been …
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Temporal changes in marketing mix effectiveness
… hypotheses to explain temporal changes in the effectiveness of marketing mix variables. Three potential explanations for these changes in market response are explored: (1) changes in market response associated with industry evolution, (2) trends in market response which may be related to …
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Crowdsourcing affective responses for predicting media effectiveness
Emotion is key to the effectiveness of media, whether it be in influencing memory, likability or persuasion. Stories and narratives, even if fictional, have the ability to induce a genuine emotional response. However, the understanding of the role of emotions in media and advertising effectiveness …
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Analisis faktor-faktor pembentukan brand awareness: periklanan: Studi kasus produk Top Coffee di Universitas Islam Negeri Maulana Malik Ibrahim Malang
… adalah efektifitas iklan. ENGLISH: Promotion by advertising media is very efficient because it uses a low cost, has a strong persuasive and be able to increase brand awareness. Brand awareness is created for a main point of brand equity. By this media advertising the Top Coffee product sold …
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Three essays on pricing, quality, and advertising decisions while anticipating a product recall
… this thesis examines pricing, quality, and advertising decisions to manage product recalls and mitigate associated risks and losses. The core chapters of the thesis consider three relevant topics on product recall management. In the second chapter, we analyze quality and pricing strategies …
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On the Use and Abuse of Nietzsche for Marketing Communication: Examining Consumer Suspicion toward Advertising
… constitute the managerial rhetoric (Sproule) of advertising. "Integrated dualism" constitutes an economic as well as ethical response to the multiplicity of the postmodern marketplace.
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Measuring the effects of online advertising on human behavior using natural and field experiments
This thesis investigates the effects of online advertising on human behavior: clicks, new-account sign-ups, and retail sales. Five chapters cover natural and field experiments used to measure these effects for both display and search advertising. The first chapter uses a natural experiment on the …