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Research Paper

The effectiveness of online versus offline promotional communication is an important marketing issue.

Research Paper

Because event sponsorship has been used widely as a means to communicate corporate social responsibility (CSR), managers evince interest in the interplay among events, sponsorship, and CSR.

Research Paper

Surprisingly little empirical research has examined the effects of event marketing at the company level.

Case Study

Credit card brand Mastercard used digital and social media to connect with mothers in Singapore.

Research Paper

This article aims to investigate the consistency of the consumer motivational process in accordance with the acquisition and disposition of tangible goods through collaborative consumption.

Research Paper

Product innovation, the fragmentation of media, and the surge in digital and social media platforms have forced marketers to increase their focus on short-term sales tactics.

Research Paper

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.

Case Study

This case study describes how Tennent's, Scotland's best-known lager brand launched a campaign to reinvigorate its association with T in the Park (TITP) music festival, to build brand preference amongst the 18-24 age group.

Case Study

This case study shows how Samsung, an electronic devices brand, increased its sales and surpassed the industry's market leader by localizing its campaign and engaging with its Vietnamese audience.

Article

This article provides an overview of the longer term effects of marketing actions and argues that strategic marketing decision making needs to account for both the short-term and long-term effects of marketing.

Case Study

This case study explores how design consultancy Ratio worked on both design direction and industrial design with the UK manufacturing company Trend Control Systems to launch the IQ4 project of intelligent hardware.

Research Paper

Deal of the day is a form of e-commerce in which an intermediary allows merchants access to a subscriber list, to promote their offerings at a discount.

Research Paper

This article looks at how cross-platform advertising is reshaping both legacy and digital media through any number of shared configurations.

Case Study

This case study explains how Adidas used social media to leverage its sponsorship of footballer Leo Messi's.

Research Paper

Numerous studies report the failure of western e-commerce experiences to effectively engage the Chinese customer.

Research Paper

The advertising industry has devoted substantial managerial focus on digital information and entertainment.

Case Study

This case study explains how Lidl, the supermarket chain, experimented with reducing the size of print materialsin Scotland and diverting budget into above-the-line advertising, whilst stressing the quality of its products.

Research Paper

Children spend the majority of their leisure time watching screens of various kinds (television, computer, mobile phone, tablet) through which they can potentially be exposed to many commercial messages.

Research Paper

This study provides a survey of the methods used by U.S. advertisers to set advertising and promotions budgets and the effects of culture, risk, and organizational experience on these choices.

Research Paper

Editor’s Note: As the Advertising Research Foundation (ARF) prepares to come off press with The Digital Metrics Field Guide—The Definitive Reference for Brands Using the Web, Social Media, Mobile Media, or Email, the Journal asked author Stephen D.

Research Paper

The present study investigates whether different online sales promotion types influence Internet-user recall quality and help create brand awareness.

Research Paper

Recent studies have revealed that a celebrity's endorsement of a product or service positively influenced the purchase intention of the consumer.

Research Paper

Daily-deal sites such as Groupon and Living Social have seen explosive growth over the past few years, but many firms are struggling to craft effective messages that will appeal to consumers' deal-seeking motivations.

Research Paper

This paper investigates whether the contribution of user generated content (UGC) in social media competitions affects consumer purchase behaviour, and then attempts to calculate the return on investment.

Case Study

Clorox Bleach, the household product, was declining in penetration within younger US households so needed to establish its relevance to reverse this trend.