Search

This paper investigates the effect of promotional marketing messages on the cognitive biases experienced by a sample of 97 randomly selected French consumers interviewed in the city of Montpellier, France. Using an exploratory approach based on a qualitative methodology, the study provides some interesting results regarding the effect of gender and age on the type of induced cognitive biases, and provides an empirical basis for developing a tentative model regarding the categories of factors influencing the apparition and manifestation of a cognitive bias as an effect of promotional marketing messages. [ABSTRACT FROM AUTHOR]

The aim of the article is to reveal brand value creation from different points of view: consumers, companies and brand communities. The literature analysis suggests the brand value has become an important metric for brand health for consumers and corporate performance metric for many companies and investors. However, the increasing consumer power, accelerated social media, marketing promotion companies threaten the foundations of brand value. This article focuses on the conceptual model and the empirical study to examine the importance of factors influencing brand value creation in Lithuanian companies. The article was prepared by using a comparative analysis of scientific literature, integrated brand value creation model, empirical results from expert interview from Lithuanian companies and the author insights on this topic. Research question: what is the result of co-creation of brand value from consumers' companies' and brand communities points of view? This paper is in line with directions for future research and previews for setting up a brand value creation and measurement system in Lithuania. [ABSTRACT FROM AUTHOR]

The ever growing demand for the use of new information technologies is forcing many companies to take revolutionary steps in order to maintain fair approach to their customers. Any company striving to be successful in these days has to monitor and analyse the development of information technologies and behaviour of the segment of customers to whom the company wants to sell its products and services. Internet marketing has been undergoing a huge technological development. Technical knowledge has become essential in order to set up and keep the digital advertisement on the internet. Therefore, this document focuses on the assessment of the economic efficiency of internet advertising of a company. The real-life example will be used to verify or falsify the hypothesis whether internet digital advertising has better future in comparison with the other standard forms of advertising. [ABSTRACT FROM AUTHOR]

Every time we open a newspaper or we turn on the TV, we see sellers of almost identical products spending huge amounts of money in order to convince consumers to buy their brands. Advertisers are not in a position to enforce consumption on a target group, but they have the power to dominate by transmitting their messages through television programmes, magazines and other media. Having proven its force in the movement of economic goods and services, nowadays, advertising has been directed in increasing quantity towards matters of social concern. Furthermore, modern advertising is a complex segment of urban industrial civilization, reflecting contemporary life in its real aspects. Advertising has changed in its culture, due largely to the switch from informational to a more expressive conceptual way of communication with consumers. This change has offered the audience less cognition about products and more sensory orientated heuristics about positions, branding and ethical standards of companies. The purpose of the research is to develop a framework for an analysis of new media advertising that focuses on its social implications and its switch from a pure contextual aspect to hybrid, a bridge between types of informational and emotional advertising which refined the way consumers make decisions about products and services. This assessment will perform analyses of a real balance between ways to persuade consumers and, their belief and feelings. [ABSTRACT FROM AUTHOR]

Generally in the free market, price is determined at the point that demand and supply meet. In Korea, all terrestrial TV as well as radio advertising time has been sold through KOBACO, the public corporation of media representative since 1981. By its origin, KOBACO's ad-pricing system was neither built for the sake of networks, nor for its own. For a considerable period of time, one major factor for increasing annual ad rate was inflation rate of nation's economy. As time goes by, KOBACO has been changed. With a current effort of embracing free-market principle, KOBACO insists their pricing system reflects various factors: media characteristics, time bands, accumulated genre data, advertiser preferences, as well as supply and demand for a particular time slot. But we still doubt that KOBACO's pricing system is considerably behind to reflect a real value of ad time. Therefore our purpose of this research is to examine how well this system reflects, or related with sales-related market performance (product usage or purchasing data) in addition to the exposed audience size. ..PAT.-Unpublished Manuscript [ABSTRACT FROM AUTHOR]