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The Silver Generation, the population made up of older adults, in countries like Spain and those in its immediate surroundings, represents a demographic segment in constant growth, as a consequence of the increase in life expectancy, and with an increasingly greater percentage weight on the total population, due to the decrease in the birth rate. The main objective of this work is to know and analyze the characteristics and behaviors of this diverse and heterogeneous demographic profile, which is gradually adapting to the use of new technologies, including their preferences regarding the different channels or media they use, the way they relate to the offering companies and their products and services, as well as their assessment of the effectiveness of current marketing strategies aimed at older people. A quantitative methodology has been used, based on a primary source, a survey carried out on people over 55 years of age residing in Spain. The results reflect the existence of significant discontent regarding advertising campaigns directed towards that generation, since they estimate that they do not use the most appropriate channels and coherent strategies, and they are not developed with respect to their way of being and thinking. It is concluded that personalization in treatment, the generation of trust and improving accessibility to new purchasing systems should allow for solid and lasting commercial relationships between companies and this generation. [ABSTRACT FROM AUTHOR]

Contemporary trade companies operate within a multifaceted and rapidly changing environment that is shaped by both exogenous and endogenous factors, where digital marketing technologies play a special role. The purpose of the article is to identify the connection between digital marketing technologies and retail business sales regarding their use in marketing budget effectiveness. The study utilized the method of econometric analysis (regression analysis, analysis of descriptive statistics) as well as the method of social network analysis. Regression analysis showed the importance of investment in advertising and customization of marketing campaigns due to the cuttingedge technologies. Factors such as advertising budget, the number of posts, likes, and comments on social networks have a significant impact on sales. Based on the model's findings, every extra dollar allocated towards advertising amplifies sales by 0.0497 units, indicating the importance of investment in advertising campaigns. The sales distribution is somewhat skewed with a mean of 909 and a median of 922. The analysis revealed significant variability in key variables, indicating the diversity of strategies and conditions in which different companies operate. Practical digital marketing solutions for retail businesses include increased investment in social media advertising, regular posts, and engagement through likes and comments. The promising area for further research is to explore the potential of artificial intelligence for personalizing retail business marketing. [ABSTRACT FROM AUTHOR]

This article reviews advertising tools and analyzes their importance. The advantages of advertising media have been researched and their characteristics have been provided. Attention is also paid to modern advertising campaign tools that companies use to promote their products and services in foreign markets. With an emphasis on the dynamics of globalization and digitalization, the latest trends and innovations in the field of marketing and advertising are analyzed, allowing to effectively reach target audiences in different parts of the world. Particular attention is paid to how companies adapt their advertising strategies to changing consumer requirements and preferences in international markets and, further, how technological innovations affect the choice of tools for advertising campaigns. Various tools are described, including digital media, social media networks, influencer marketing, contextual advertising, SEO optimization, and other digital channels that currently are at the forefront of advertising activity. There is a strong focus on the interactive and personalized aspects of digital marketing, which provide businesses with the opportunity to build deeper and more emotional connections with their customers. Previously unexplored parts of the general problem are highlighted, in particular, the difficulties of measuring the effectiveness of various advertising tools in international markets and the adaptation of marketing strategies to the cultural characteristics of different countries. The aim of the article is to determine the most efficient modern tools of the advertising campaign for the international market and to develop recommendations for companies seeking to expand their presence abroad; outlining the methodological and practical aspects of the process of managing marketing tools at enterprises. The efficiency of each tool was evaluated on the basis of information obtained from scientific sources, using observational and abstract methods, as well as comparative analysis. Different levels of strategies are considered, along with the main tools for each level. The major performance indicators of the marketing campaign are analyzed in order to determine further directions for improving the campaign. When implementing any marketing campaign in the digital space, digital tools create many opportunities and threats for companies that need to be considered in order to minimize possible setbacks at launch. [ABSTRACT FROM AUTHOR]

This essay examines the role that marketing played in shaping the audience's reception and interpretation of Eric Hodgins' Mr. Blandings Builds His Dream House (originally published in 1946 as a short story titled 'Mr. Blandings Builds His Castle') and its 1948 film adaptation. It argues that while the print versions—modeled after Hodgins' own unfortunate experience with the housing market before the war—relied on the self-deprecating humour to appeal to urban audiences and ultimately promote caution and frugality, the film adaptation, released at the onset of the suburban sprawl, targeted white families newly entering the middle class and promoted equality through mass consumption mythos. Working in conjunction with its massive advertising campaign that involved the construction of seventy-three replicas of the Blandings' dream house across the United States, the film adaptation blurred the enormous disparity between Blandings' dream and the suburban reality of baby boomers by creating new sites of middle-class identification. By reading each adaptation of the original story against the period-specific ideological forces, I demonstrate how marketing, by structuring the audience's interpretation, shapes the process and the product of adaptation. [ABSTRACT FROM AUTHOR]

Front-of-package and on-shelf nutrition labeling systems in supermarkets have been shown to lead to only modest increases in the purchase of more nutritious foods. Educational campaigns may increase the use of these types of product labels if (1) there is a lack of consumer awareness and/or understanding of the labels, and (2) the information provided leads consumers to prefer different products. The authors study a large-scale national campaign for the Guiding Stars nutrition labels conducted by a grocery retailer in Canada that implemented the labels. Using detailed household transaction data, the authors find only a small increase in the purchase of higher star–rated foods during the campaign, driven by produce purchases, and 60% of the effect disappears after the campaign's conclusion. Exit surveys were conducted outside of stores before and after the campaign to explain the limited response. Awareness and understanding of the nutrition labeling system increased marginally after the campaign, but there was no increase in self-reported use. [ABSTRACT FROM AUTHOR]

Due to the fierce international competition in today's clothing market, businesses have started to pay more attention to marketing activities. One of the most popular of these marketing activities is Instagram marketing. For this reason, the aim of this study was to identify the problems faced by clothing businesses that perform garment marketing on Instagram, to rank them in order of importance and to develop solutions to the most important problems. Within the scope of the research, firstly, the problems encountered by businesses while marketing clothing on Instagram were determined through data obtained from 14 businesses through a designed questionnaire. The problems identified are technical problems, cargo-related problems, difficulty in increasing the number of followers, and various other issues. Secondly, all the problems identified in the research were ranked by the Pythagoras Fuzzy AHP Method according to the degree of importance; increasing the number of followers, technical problems, lack of trust and others. In the last stage of the research, expert opinion from Instagram marketing experts of 14 businesses was used to develop solutions to the three most important problems previously identified. The solution suggestions developed are as follows: to increase the number of followers of businesses, to increase the number and variety of advertisements and to make advertising campaigns continuous; for technical problems - to share purchase links to customers, to keep the programs used constantly updated, to get professional support and to focus more on story ads instead of post ads; and for the problem of lack of trust - honesty, phenomenon support, product photo shoots within the business. [ABSTRACT FROM AUTHOR]

Copyright of Historische Zeitschrift is the property of De Gruyter and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Coca-Cola is the most typical modern drink. The Coca-Cola system is universal, with the help of which the drink was imposed on all people in the world. That universality is often sought to be copied by its competitors. This means that Coca-Cola has to invent new skills and products to stand out from the rest. The Coca-Cola product does not exist without the marketing dimension. Coca-Cola campaigns are present all over the planet. The marketing product has grown into an essential dimension in the life of the company. Coca-Cola has its own marketing department but also works with specialized marketing agencies in the concept of building the personality of the product. They are obliged to position themselves for all propaganda works. This marketing has a single goal: to convince consumers to buy Coca-Cola again. It is a product like man. It needs to be revived, to build personality and to be attractive. The specificity of Coca-Cola's marketing is the marketing mix. Marketing mix (or market planning) allows you to put in place an overall strategy that takes into account the different elements needed to achieve your goals. When you start a new market, you will not have to leave anything to chance to know your audience, and your competitors and have a clear view of your marketing campaigns. The marketing mix allows you to effectively structure these campaigns by grouping them by domain. [ABSTRACT FROM AUTHOR]

Copyright of Cuadernos del Centro de Estudios de Diseño y Comunicación is the property of Cuadernos del Centro de Estudios de Diseno y Comunicacion and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The coronavirus disease (COVID-19) pandemic continues to present unique challenges to governments and organisations around the world, but one sector has incorporated COVID-19 into its core mission with relative ease: advertisers have acknowledged the pandemic while continuing to draw on notions of 'normality' to activate our desire to consume. As the UK's series of lockdowns have come to an end, we look back over more than a year of unusual advertising and consider how the pandemic has changed approaches to marketing and the shape of consumer culture in ways connected to ideas about what constitutes 'normal' life. Discussions of the relationship between the pandemic and consumerism have included critiques of the prioritising of profit over people, and conceptualisations of Coronavirus as a brand itself, but the politics of notions of 'normality' promoted by consumer culture demand closer consideration. This article complements existing studies and debates by examining the tensions, contradictions and morally neutral positions revealed by the advertising response to the coronavirus disease pandemic. Through an analysis of UK advertising campaigns launched during and with reference to the pandemic, this work explores key themes and strategies, including their connection to power dynamics concerning race, gender, class and capitalism. We suggest advertising during crises may offer the opportunity to critique larger dynamics and trends of consumerism, including narrow notions of the defining features of 'everyday' life. [ABSTRACT FROM AUTHOR]

The abusiveness of certain advertising practices is discussed on the basis of the advertising identification principle, whose disrespect may be harmful to the consumer. Thus, the crux of the matter revolves around the defining sieve between the suppliers' need for creative and effective innovation and the dishonesty of advertising towards the consumer. The aim is therefore to demonstrate what the legal limits of stealth marketing are - clandestine, disguised advertising - and how its supposed abusiveness is characterized. Therefore, the methodological procedures used for such analysis consist of applied research, with a qualitative and hypothetical-deductive approach and descriptive objective. There is no unifying provision in the legal system regarding the regulation of this practice, considering that it is one of the most persuasive ways of advertising campaign, either by the apparent manipulation towards the consumer or by the impossibility of being aware of when one is the target of advertising. In view of that, it can be concluded that although stealth marketing does not have specific regulation in the Brazilian consumer micro system, such practice may be considered abusive on the basis of article 36, caput, of the Consumer Protection Code, for directly violating the advertising identification principle. [ABSTRACT FROM AUTHOR]

The abusiveness of certain advertising practices is discussed on the basis of the advertising identification principle, whose disrespect may be harmful to the consumer. Thus, the crux of the matter revolves around the defining sieve between the suppliers' need for creative and effective innovation and the dishonesty of advertising towards the consumer. The aim is therefore to demonstrate what the legal limits of stealth marketing are - clandestine, disguised advertising - and how its supposed abusiveness is characterized. Therefore, the methodological procedures used for such analysis consist of applied research, with a qualitative and hypothetical-deductive approach and descriptive objective. There is no unifying provision in the legal system regarding the regulation of this practice, considering that it is one of the most persuasive ways of advertising campaign, either by the apparent manipulation towards the consumer or by the impossibility of being aware of when one is the target of advertising. In view of that, it can be concluded that although stealth marketing does not have specific regulation in the Brazilian consumer micro system, such practice may be considered abusive on the basis of article 36, caput, of the Consumer Protection Code, for directly violating the advertising identification principle. [ABSTRACT FROM AUTHOR]

In modern times brands matter, and understandably so as they have become a staple of business theory and practice and are a defining feature of the modern economy. Big names are all well aware of the power and value that their brands hold. Oatly, the Swedish company, is now one of the biggest names in the plant-based industry, but its road to success has been a somewhat unconventional one. Much can be learned from Oatly's rise to success, especially in relation to their utilisation of trademarks, branding and controversial advertising campaigns. This paper will provide an overview of Oatly's growth as a business and brand and critically examine Oatly's controversial battles with the Swedish dairy lobby, and how, ultimately, through a creative use of both trademarks and advertising campaigns, Oatly was able to proactively defend against the powerful and influential dairy lobby. From here, this paper will argue that one the important factors underlying Oatly's success was the creation of a fundamental, emotional connection between the consumer and the company by successfully implementing a form of brand activism. This paper argues that the fact that trademarks are a means of source identification for a specific brand can be used to protect the consumer while advancing the causes of environmentalism and sustainability. [ABSTRACT FROM AUTHOR]

Copyright of Journal of Administration & Economics is the property of Republic of Iraq Ministry of Higher Education & Scientific Research (MOHESR) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Purpose: The main objective of this study is to analyze content posted by automotive sector brands on their YouTube channels, identifying the use of a branded content format, the application of insights to creative conceptualization and the dissemination of messages related to messages' environmental commitment. Design/methodology/approach: A descriptive study was conducted using qualitative content analysis as the methodological approach. The sample is made up of 691 videos posted on YouTube from September 2020 to August 2021 by the ten automotive brands with the biggest advertising budgets in Spain (InfoAdex, 2021). Findings: The findings reveal a predominance of the advertorial format in content posted on YouTube by automotive sector brands, while the branded content format is less popular. Creative concepts based on insights are rare and limited to videos with an advertisement format. The theme of respect for the environment is used mainly in connection with the discourse on vehicle features and not so much as a commitment by the brand in response to consumer concerns or the changes that the automotive sector is undergoing. Originality/value: The originality of the study lies in the approach it takes to content posted by automotive brands on YouTube. The paper's contribution is innovative in that the study monitors posts by brands in the sample on YouTube over the course of a year, rather than just during the specific periods when these brands run advertising campaigns. [ABSTRACT FROM AUTHOR]

Introduction: In recent decades companies have begun to be aware of the importance of acquiring a social dimension and projecting it to their target audience, turning it into content within their commercial communications. Methodology: This work arises with the aim of knowing the social appeals used in the most successful campaigns by the Spanish advertising industry awarded in recent years in the Awards for Effectiveness in Commercial Communication —Efi Awards— and, in addition, it collects on an exploratory basis the opinion that professionals in the sector have on this trend. To this end, a study is developed in two parts: a first quantitative applied on the advertisements awarded in the last twelve years in the awards; and a second qualitative one. By conducting interviews with creative agencies, media agencies, and advertisers. Results: The results highlight the exceptional nature of "the social" within the awards and its scarce presence. Only 21.5% of the winning campaigns introduce some social content, with appeals coming from social reality being the most used. In addition, a positive assessment of the use of social appeals in advertising by professionals is detected, as long as it starts from a coherence between the reality of the brand and the social actions it transmits. Discussion: It is noted that, although social issues are a recurring issue in the business world, advertising continues to prioritize its commercial function without assuming itself as a social institution. [ABSTRACT FROM AUTHOR]

The purpose of the study is to identify trends in the development of digital marketing among companies of the global fuel and energy complex in the current market economy. The article uses methods of analysis and synthesis in determining the characteristics of the implementation of digital marketing. The economic-statistical method was used to analyze the volume of global energy companies' expenditures on digital marketing technologies and to determine the level of their market capitalization of shares. The monographic method was used for a comprehensive and in-depth study of digital advertising activities, and causal links between the implementation of such an advertising campaign and the overall performance of companies. The abstract-logical method was used to generalize and form conclusions. The essence and importance of digital marketing in the promotion of energy brands, taking into account the results of scientific research and practice of global energy companies. Determined the key promising trends in the development of digital marketing in the fuel and energy complex. Investigated the dynamics of the volume of costs for marketing digital technologies and investigated the dynamics of the value of market capitalization of energy companies in the world. An econometric regression model was developed to quantify the impact of the costs of marketing digital technologies on the market value of shares of energy companies around the world. It was found that an increase of 1 bln.$ in the cost of marketing digital technologies increases the value of the market capitalization of energy companies' shares by an average of 14270.84 bln.$. [ABSTRACT FROM AUTHOR]

In digital marketing, performance data can be used to determine which variables affect the quality of web traffic generated. There exist different ways of collecting data, which enable the data enrichment and give us a lever to generate new ways of looking at and dealing with information. And yet, a large amount of data, the daily variation and the different levels of granularity require dedicated data preparation. Our data needs prior preparation and cleaning to be able to develop the multivariate and correlation analysis through Cramer's V-diagram. Our objective is to analyze and predict the traffic quality score, a parameter that is not only used by companies to verify the suitability of the audience concerned but is also directly related to the bandwidth awareness and profitability of video advertising campaigns. Analytical identification of the variables that most affect traffic quality as well as the quality prediction can be used to optimize both marketing campaign structure and bidding strategy. [ABSTRACT FROM AUTHOR]

Copyright of Estudios sobre el Mensaje Periodistico is the property of Universidad Complutense de Madrid and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Histories of advertising in Africa focus on the postwar and postcolonial periods. This essay examines an innovative marketing campaign in South Africa's eastern Cape in the 1930s. The campaign reveals congruence and conflict between increased marketing of consumer goods to African households and the contemporaneous growth of women's home improvement societies. The newspaper Umlindi we Nyanga used testimonials and written competitions to sell its Ambrosia brand of tea to rural women. Advertisers and consumers drew on local meanings of tea consumption and debates about feminine respectability to present tea-drinking women as 'intelligent' and 'wise mothers'. The emphasis on intelligence linked tea to literacy, in part because text-based consumer culture offered rural women a way to visibly consume socially respectable goods. The essay concludes with a close examination of two testimonials written by leaders of home improvement societies, which hint at the contradictions implicit in the commercialization of the 'wise mother'. [ABSTRACT FROM AUTHOR]

Copyright of Revista de Administração FACES Journal is the property of Revista de Administracao FACES Journal and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

This paper addresses the issue of the commercialization of patriotism and its use in contemporary advertising as a factor to increase consumption. Patriotism and advertising have been going side by side since the beginning of mass media. Both are linked to the idea and practice of democratic persuasion, of communicating our views, values, and actions (products) as the best. This study compares patriotic marketing in America with patriotic marketing in the recent advertising campaigns of some wellknown Bulgarian brands. Using these specific examples, we analyze the main features of the new marketing practices and campaigns in Bulgaria on the wave of patriotism. [ABSTRACT FROM AUTHOR]

Language is an integral part of marketing. Consumers share word of mouth, salespeople pitch services, and advertisements try to persuade. Further, small differences in wording can have a big impact. But while it is clear that language is both frequent and important, how can we extract insight from this new form of data? This paper provides an introduction to the main approaches to automated textual analysis and how researchers can use them to extract marketing insight. We provide a brief summary of dictionaries, topic modeling, and embeddings, some examples of how each approach can be used, and some advantages and limitations inherent to each method. Further, we outline how these approaches can be used both in empirical analysis of field data as well as experiments. Finally, an appendix provides links to relevant tools and readings to help interested readers learn more. By introducing more researchers to these valuable and accessible tools, we hope to encourage their adoption in a wide variety of areas of research. [ABSTRACT FROM AUTHOR]

Copyright of Tourism & Management Studies is the property of Escola Superior de Gestao, Hotelaria e Turismo, Universidade do Algarve and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Ambush marketing is a contentious practice whereby brands communicate an association with an event without being an official sponsor. Those involved in sponsorship commonly try to limit it by restricting ambusher activity in event contexts. We introduce theoretical ideas around distinctiveness to explain that sponsors may actually fare better in terms of awareness outcomes when ambushers are present in the event context, if they strategically use ambusher presence to highlight their own distinctive sponsor status. Across two experiments we show that sponsor distinctiveness can be achieved by communicating sponsorship exclusivity in ambusher presence, and by facilitating juxtaposition of sponsor and ambusher messages. Results include increased recall to sponsor cues, and reduced recall to ambusher cues. The findings suggest ambusher restrictions may sometimes be counterproductive. [ABSTRACT FROM AUTHOR]

This study draws on the psychological tenets of implicit self-theories, which differentiate between individuals with entity versus incremental orientations, to deepen our understanding about how consumers evaluate luxury-brand advertising appeals. Our findings show that entity theorist consumers are more attracted to the symbolic value appeals of luxury brands, whereas incremental theorists are more attracted to functional value appeals. Furthermore, we show how consumers' implicit self-theories can be purposively primed by managers with the textual elements of a luxury-brand advertising message to increase its effectiveness, which provides useful implications for designing and executing effective luxury advertising. [ABSTRACT FROM PUBLISHER]

According to the matchup hypothesis, endorsers are more effective when there is a “fit” between the endorser and product (Kamins 1990). In the following article, two experiments, originally featured in one of the most highly cited articles identifying the matchup hypothesis, are replicated (Till and Busler 2000). Overall, the results confirm the original findings; however, some differences are observed and discussed. The author further reveals how perceived endorser “appropriateness” drives the well-established matchup effect, and then closes by discussing the implications of these findings. [ABSTRACT FROM PUBLISHER]

In most publications, ‘performativity’ has become synonymous with terms like ‘impact’, ‘effect’ and ‘transformation’. As a result, recent contributions tend to focus on what various marketing ideas and frameworks are supposed to do to real markets, without caring much for the linguistic properties of these concepts. This article aims at questioning this bias by studying the linguistic and practical circumstances under which marketing knowledge and discourse can become performative. It proposes to do so through a detailed study of Myriam, a highly famous French teaser advertisement where a pretty young woman in a bikini standing on a beach promises: ‘On September 2, I remove the top’, and then, on September 2, now topless, declares: ‘On September 4, I remove the bottom’. The careful analysis of this case shows that the performativity of marketing concepts and messages rests on a prodigious combination of words and objects, co-creation schemes and curiosity. [ABSTRACT FROM PUBLISHER]

Search advertising, a popular method for online marketing, has been employed to improve health by eliciting positive behavioral change. However, writing effective advertisements requires expertise and experimentation, which may not be available to health authorities wishing to elicit such changes, especially when dealing with public health crises such as epidemic outbreaks. Here, we develop a framework, comprising two neural network models, that automatically generates ads. The framework first employs a generator model, which creates ads from web pages. These ads are then processed by a translation model, which transcribes ads to improve performance. We trained the networks using 114K health-related ads shown on Microsoft Advertising. We measure ad performance using the click-through rates (CTR). Our experiments show that the generated advertisements received approximately the same CTR as human-authored ads. The marginal contribution of the generator model was, on average, 28% lower than that of human-authored ads, while the translator model received, on average, 32% more clicks than human-authored ads. Our analysis shows that, when compared to human-authored ads, both the translator model and the combined generator + translator framework produce ads reflecting higher values of psychological attributes associated with a user action, including higher valence and arousal, and more calls to action. In contrast, levels of these attributes in ads produced by the generator model alone are similar to those of human-authored ads. Our results demonstrate the ability to automatically generate useful advertisements for the health domain. We believe that our work offers health authorities an improved ability to build effective public health advertising campaigns. [ABSTRACT FROM AUTHOR]

The article presents the discussion on Food and Drug Administration ("FDA") reviewing new drugs for market approval. Topics include feeling a shortness of breath, wheezing, and coughing among other physical ailments; and using a promotional campaign for marketing the off-label use of Cordaone as a first line of therapy for anti-arrhythmic benefits.

Not long ago, Compare the Market, a UK-based online aggregator of car insurance quotes, had little distinctive presence in the marketplace. Yet the company's fortunes have been radically transformed since the launch in early 2009 of its award-winning marketing campaign, ‘Compare the Meerkat’, fronted by the much-loved anthropomorphic mascot, Aleksandr Orlov. This paper utilises literary insights to explain the peculiar piquancy of this popular anthropomorphic marketing campaign. To establish its consumer appeal, we conduct a literary exploration of the rich, textured experience of Aleksandr Orlov's imaginary world. In doing so, we postulate that the triumph of the campaign lies in its, albeit inadvertent, amalgamation of three literary genres: Russian literature, comedy literature, and adventure literature. [ABSTRACT FROM PUBLISHER]

Copyright of Actas de Diseño is the property of Facultad de Diseno y Comunicacion, Fundacion Universidad de Palermo and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)