Search results for "Advertising"

Motivation and Consequences of Internet and Mobile Phone Usage among the Urban Poor in Kampala, Uganda

2015

The Internet and mobile phones are rapidly diffusing throughout communities, and it is important to understand what people are actually doing with their access to these technologies. This study seeks to improve our understanding of the motivational factors and social and economic consequences of such use among the urban poor, which is examined through the Diffusion of Innovations Theory (DoI) and the Capability Approach (CA). The combined theoretical perspective was introduced to explore findings of an explorative case study conducted among the urban poor in Kampala, Uganda, where Internet access was found to be low due to high illiteracy and associated costs. On the other hand, mobile phon…

Rīgas reklāmas lingvistiskā ainava

2019

Ir grūti iedomāties ikdienas dzīvi bez kāda no reklāmas veidu sastapšanas; tās izpausmes var tikt analizētas, izmantojot gan reklāmas diskursa, gan lingvistiskās ainavas teoriju. Šī pētījuma mērķis bija petīt reklāmas Rīgā, salīdzinot tās starp tām, kuras ir sastopamas Rīgas Centrā un Vecpilsētā. Trīs valodas – latviešu, krievu un angļu – tika salīdzinātas, lai secinātu, kura no valodām tiek izmantota pārsvarā, un ko šie rezultāti varētu nozīmēt, kā arī, kuras grupas ir uzņēmumu mērķauditorija. Reklāmas tika pakļautas analīzei, kas saistīta ar reklāmas diskursa pazīmēm. Pētījuma mērķim tikai izmantota gadījuma analīzes metode, analizējot reklāmas diskursu, lingvistisko ainavu, likus un note…

Finnish-English codeswitching in advertising : opinions of teenagers and copywriters

1997

Consumer Information Services in Intercultural Tourism : An Ethnographic Study of Chinese Outbound Backpackers

2017

This paper reports the findings of an ethnographic study of Chinese outbound backpackers’ use and adoption of consumer information services (CIS) in an intercultural tourism setting. We apply McKenna et al.’s research model of consumers’ adoption of information services as the analytical lens for the interpretive qualitative study. The data gathering was conducted in four different countries. The findings of the study confirm linkages between four information service types and the use and adoption of CIS. The study also found that service types are more diversely linked than the earlier studies have predicted and therefore we propose a revised research model, which can be used for studying …

Using neurophysiological tools to investigate marketing communication elements in digital and extended reality contexts

2023

No hace muchos años, las comunicaciones de marketing, particularmente la publicidad, estaban restringidas a unos pocos medios. Estos medios restringieron las comunicaciones de marketing a espacios y tiempos predefinidos. Ahora, los medios digitales, incluida la realidad extendida, eliminaron esas barreras de espacio y tiempo, permitiendo a las marcas interactuar con los consumidores prácticamente desde cualquier lugar y en cualquier momento. El medio digital también transformó el papel de los consumidores en la comunicación de marketing: de meros espectadores pasivos a dadores activos de opinión y aportaciones. La comprensión de los efectos de estos cambios en las percepciones de los consum…

L'INFLUENCE DE L'INTRUSION PERÇUE SUR LES COMPORTEMENTS DE RÉSISTANCE AUX FORMATS DE PUBLICITÉ SUR INTERNET

2012

Drawing from the theoretical framework defined by Roux (2007), this research examines the relationship between perceived advertising intrusion (Anzieu, 1994) and manifestations of consumer resistance (Hirschman, 1970). The results show that the intrusion does not significantly affect the expression or intention to return to the website. However, it influences positively defection and negatively purchase intention of the product promoted in the ad.

The image of cruise ship holidays on Italian television: a comparative analysis.

2017

By conceptualizing the cruise ship as the destination in itself, this contribution discusses the role of destination image in cruise passengers' decision-making processes and focuses on the role and contents of visual texts such as TV commercials in the promotion of cruise tourism. A content analysis is performed over TV commercials broadcast by different cruise lines to Italian travellers. Specific components of the image of ships as tourist destinations as promoted through TV advertising campaigns are identified.

El dinamismo conversacional: subsunción y feed-back. Carácter acumulativo de los elementos conversacionales

1992

Los estudiosos de la conversación coinciden en señalar el carácter especial de la relación que une a dos hablantes en un encuentro verbal. Nuestro objetivo en el presente estudio es profundizar un poco más en tales relaciones. Analizaremos, pues, algunos de los rasgos fundamentales a los que se subordina una toma de turno conversacional, como la relación que vincula al hablante y los oyentes, los canales de retroalimentación, la construcción colaborativa de los enunciados o la progresión acumulativa que caracteriza la información. Englobaremos todas estas cuestiones bajo el nombre genérico de dinamismo conversacional.

Auditoriju uzrunājoša leksika drukātajās reklāmās

2018

Mūsdienās reklāma ir kļuvusi par neatņemamu ikdienas sastāvdaļu. Tā tiek izplatīta dažādās formās un veidos, un sasniedz auditoriju caur dažādiem medijiem. Reklāmas efektivitāte ir atkarīga no vairākiem faktoriem, taču viens no svarīgākajiem elementiem katrā reklāmā ir valoda, jo pareizi noformēts un padots auditorijai vēstījums padara reklāmēto produktu iekārotāku un pārliecina patērētāju iegādāties tieši to. Šī bakalaura darba mērķis ir analizēt leksiku, kas tiek lietota kosmētisko līdzekļu reklāmās, pievēršot īpašu uzmanību vārdiem, kas piesaista auditorijas uzmanību un pārliecina cilvēkus iegādāties produktu. Pētījumā pielietotās metodes ietver sevī literatūras analīzi, drūkātās reklāma…

Importance of Strategic Social Media Marketing

2017

Technological innovation has grown at an unprecedented rate over the past couple of decades, creating multiple opportunities for marketing in online settings. The proliferation of social media helps customers become more empowered and engaged in their brand interactions, while also providing them with new tools in their search, evaluation, choice and purchases of marketing offerings. Consequently, these developments are influencing marketing practices, both strategically, and tactically. Nowadays, social media has developed in an essential part of marketing strategy for its ability to generate co-created value, to interactively connect brands to consumers, to monitor brand-related discussio…