In a crowded product market, as companies are increasingly falling short of ways to differentiate their products from those of the competitors, Image Advertising seems to be a way out. This article highlights the major tenets of Image Advertising, by looking at the advertising strategies adopted by PepsiCo and Coca Cola in India. The model developed herein seeks to understand, among many other ...

abstract in marketing mix, mental image of a company among different target groups and their emotional responses toward brands, play an important role. corporate awareness of their brand image among potential and actual audiences in the market, is a valuable input that reveals the compliance rates of their branding strategies and the real facts in the market. this can help companies to define o...

In order to gain advantage in the competition for talent, private enterprises have to create an enabling strategy to attract and retain talent, which is employer brand strategy. The paper defines the meaning of employer brand, and then from the actual situation of private enterprises, it explores methods for private companies to build employer brand in order to establish a good image of employe...

Corporate documentation and publications should signal the company's key personality values. In this paper we show that the concept of Controlled Language may be extended to also cover Tone-of-Voice, and we see similarities and differences between Readability and Tone-of-Voice. %DFNJURXQGGDQGG3XUSRVH ,QWURGXFWLRQQ Many companies are realising the opportunities offered by language technology for...

This paper assesses the level of interest, awareness, and adoption of ISO 14001 and Forest Stewardship Council (FSC) certification schemes among logging companies in Cameroon. Eleven logging companies located in Douala in the Littoral Region of Cameroon were assessed through a structured interview using an administered questionnaire which was mostly analyzed qualitatively thereafter. The findin...

The Chinese government launched the “going abroad” policy in 2001 to encourage Chinese companies to invest and create Chinese brands in international markets. However, the perceptions of Chinese brands among Western consumers have been shown to be consistently low, especially amongst European consumers. This research aims to investigate the Irish consumers’ perception of Chinese brands and how ...

Sales forecasting is a common topic in business. Our task is predicting a famous drug company daily sales for 1,115 stores located across Germany for six weeks in advance. Store sales are influenced by many factors. Our project aims to create a robust prediction model. Based on Gradient Boosting and Random Forest, our model performs well in this sales forecasting competition with resulting in r...

In November, 1963, a small private symposium met at Johns Hopkins Univers^ to explore what were the major problems in making safe and effective drugs avails. from both the academic and industrial fields were present. In addition, the gt?f. included economists, the president of a drug company, lawyers and an Eng'1^ social scientist (Professor Richard Titmuss). In the course of their deliberation...

I n global-health politics, cardiovascular disease is the elephant in the room—a massive problem that few want to acknowledge and even fewer want to tackle. In [a recent issue of] Lancet, Carlene Lawes and colleagues, on behalf of the International Society of Hypertension, estimate that bloodpressure-related diseases cause about half this burden, killing around 8 million people each year.1 Low-...

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