Literature Review On Advertising

Literature Review On Advertising-31
These effects were often mediated by a feeling of surprise and an increase in positive thoughts. It addresses the theoretical mechanisms that explain how creative media affect consumers.It remains unclear whether creative media are perceived as persuasion attempts. Creative media advertising seems beneficial for creating strong brand associations, but brand memory might suffer from the technique if solving the link between the medium and the message takes away mental resources for the brand elements in the advertisement.; Rauwers, R.; Wottrich, V. The paper presents a systematic literature review of all the empirical research about creative media advertising that explicitly compares its effectiveness with traditional media advertising.

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Cross cultural issues are more important in determining firm performance (Levitt 1983; Zou and Cavusgil 2002).

Kotier (2003) states, "with faster communication, transportation, and financial flows, the world is rapidly shrinking (p.

By reviewing all the literature about creative media advertising, the authors make recommendations for future research and for using creative media in practice. (2016), "Consumer Responses to Creative Media Advertising: A Literature Review", De Pelsmacker, P.

They emphasize potential boundary conditions and ideal circumstances of using creative media advertising. (Ed.) Advertising in New Formats and Media, Emerald Group Publishing Limited, pp. https://doi.org/10.1108/978-1-78560-313-620151001 Download as .

The 11 reviewed articles with 16 experiments appeared between 20. AB - This paper provides an overview of the state of knowledge about creative media advertising; choosing a novel medium that implicitly communicates the message.

Overall creative media advertising generated positive evaluative outcomes (e.g., brand attitude) and behavior (e.g., word-of-mouth and sales). Advertising in new formats and media: Current research and implications for marketers. It explains what creative media advertising is and how it differs from other unconventional marketing communication formats.

The 11 reviewed articles with 16 experiments appeared between 20.

Overall creative media advertising generated positive evaluative outcomes (e.g., brand attitude) and behavior (e.g., word-of-mouth and sales).

383)." Kotier goes on to state that "since 1969 the number of multinational corporations in the world's 14 richest countries has more than tripled." Others have noted the growing attention academic institutions are placing on international issues within the curricula of business schools (Samiee and Jeong 1994).

Differences in consumer's responses to marketing efforts and strategies have long been recognized to vary across people of different countries (e.g., Stridsberg 1962).

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