منابع مشابه
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The Internet is rapidly growing as a marketing medium. This year online advertising expenditures will reach approximately $20 billion in the US alone. Two formats dominate online advertising: (i) Web sites buying advertising links from each other and (ii) search engines selling sponsored links on their results pages. The first part of the dissertation studies the former advertising model and in...
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The task of modern creativity in advertising is to find fresh, interestprovoking ways of conveying meaningful information realistically and on the reader‟s own terms. As Nilsen says, “in many ways, advertisers are today‟s pop culture poets. They value the power and the flexibility of the English language just as much as do their literary colleagues on college campuses and writing colonies.” 2 T...
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W the firm should say in an advertising message, the choice of content, is a critical managerial decision. Here, we focus on a particular aspect of the advertising content choice: an attribute-focused appeal versus an appeal with no direct information on product attributes. We make two assumptions that capture the reality of the advertising context. First, we assume that the bandwidth of advert...
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Small and Medium Enterprises (SMEs) are reckoned as the main player in domestic economic activities. This paper tries to contribute to the development and understanding of SMEs by encompassing social entrepreneurship as an empowering instrument. Considering the latest thought for intellectual milieu, this paper discloses the buried interlocking principles for social entrepreneurship by Islamic ...
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ژورنال
عنوان ژورنال: Journal of Marketing
سال: 1940
ISSN: 0022-2429
DOI: 10.2307/1246568