Kyung-Ah Byun, Doori Song and Mikyoung Kim, Journal of Advertising Research, Vol. 57, No. 2, 2017, pp. 207-226
Drawing on media-dilution effects, this article investigates the role of media planning, such as media use and scheduling, in copromotion efficiency, calculated with super-efficiency data-envelopment analysis.
Jennifer Black and Britt Iversen, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2016
This case study describes how Ovo Energy, an independent energy company, launched a campaign to showcase its people-centred approach, breakthrough the mistrust of the sector and grow its customer base.
Tom Vannozzi, Andy Lack, Luke Mantell, Julie Knox, ESOMAR, Congress, New Orleans, September 2016
This paper reports on research that subjected an advertisement (for an online sports betting firm) to various implicit methods of pre-testing research to determine whether these newer approaches can hinder, enhance or even replace existing methods of predicting an ad's effectiveness.
Christopher Pich, Guja Armannsdottir and Dianne Dean, International Journal of Market Research, Vol. 57, No. 3, 2015, pp. 357-394
There is a paucity of research that outlines how to understand the image of political brands. Responding to this identified gap in the literature, this research seeks to demonstrate the elicitation capabilities of qualitative projective techniques to explore the political brand image of the UK Conservative Party.
Nam-Hyun Um, International Journal of Advertising, Vol. 33, No. 4, 2014, pp. 811-832
This study is designed to investigate the effect of gay-themed advertising as well as consumers' gender, tolerance towards homosexuality (low vs high tolerance) and consumers' brand commitment (low vs high commitment) on attitude towards ad and attitude towards brand.
Jony Oktavian Haryanto and Luiz Moutinho, International Journal of Market Research, Vol. 56, No. 6, 2014, pp. 757-782
The potential of the child segment offers an immense opportunity for marketers to explore. In the ever more dynamic and ever changing children’s market, the identification and ability to optimise the factors that can preserve product dominance are key to product longevity.
Gillian Moran, Laurent Muzellec and Eoghan Nolan, Journal of Advertising Research, Vol. 54, No. 2, 2014, pp. 200-204
The consumer purchasing journey has evolved. The current paper revisits the practitioner-led "Moments of Truth" model used by a number of successful multinationals (initially Procter & Gamble and subsequently Google).
Kwang Yeun Chun, Ji Hee Song, Candice R. Hollenbeck and Jong-Ho Lee, International Journal of Advertising, Vol. 33, No. 2, 2014, pp. 351-371
The internet environment has changed the format of internet advertising. One emerging form of online marketing communication is ‘contextual advertising’, in which marketers strive to develop customised images or texts more relevant to customers based on the content of web pages.