Sökning: "Advertising Response Model"

Visar resultat 1 - 5 av 14 uppsatser innehållade orden Advertising Response Model.

  1. 1. Gillette ‘We believe: the best men can be’ – the advertisement that shaved itself off the market.

    Magister-uppsats, Jönköping University/IHH, Redovisning, Marknadsföring, SCM, Informatik och Rättsvetenskap

    Författare :Merel Cheng; Lisa Frommann; [2023]
    Nyckelord :Gillette; advertising; advertisement; marketing; brand; gender; masculinity; backlash;

    Sammanfattning : Background:  The 2019 Gillette advertisement ‘We believe: the best men can be’ was released when the #MeToo movement was gaining momentum. The commercial addressed conventional ideas of masculinity and received a lot of public criticism for its message. LÄS MER

  3. 2. An analysis of how video advertising factors influence consumers' impulse purchase intentions — In the context of short-form video

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Huihao Lu; Yating Zheng; [2023]
    Nyckelord :Short-form video advertising; impulsive purchase intention; emotional response; Business and Economics;

    Sammanfattning : Online shopping is gradually becoming a daily behavior in people's lives, and advertising marketing methods based on short videos are also playing an increasingly important role in this trend. Different from pictures and texts, it combines sound and picture, is easy to spread, and contains a lot of information, which conforms to people's habit of using fragmented information. LÄS MER

  4. 3. Never Good Enough - Why It Is Worth It to Normalize Normal Bodies : A Quantitative Analysis of the Impacts of Body Image Satisfaction on the Reaction Towards Body Positivity and Thinspiration Commercials

    Magister-uppsats, Jönköping University/IHH, Företagsekonomi; Jönköping University/IHH, Marketing and Logistics; Jönköping University/IHH, Redovisning, Marknadsföring, SCM, Informatik och Rättsvetenskap

    Författare :Madlen Falk; [2021]
    Nyckelord :Body Image Satisfaction; Body Positivity; Body Neutrality; Self-Esteem Advertising; Attitude; Quantitative Survey; Representative Panel; Women; Germany;

    Sammanfattning : Background: There is a ubiquitous societal trend to define one’s self-worth based on externalities such as looks. The visibility of idealised and homogenous, mainly white, ‘perfect’ bodies in mass media contributes to the surge in body dissatisfaction of individuals, especially young women. LÄS MER

  5. 4. Kommunikation med genusperspektiv i ett modesammanhang

    Kandidat-uppsats, Högskolan i Borås/Akademin för textil, teknik och ekonomi

    Författare :Jasmine Söderström; Julia Magnusson; [2017]
    Nyckelord :Advertising; Communication; Fashion; Gender; Stereotype; Genus; Kommunikation; Marknadsföring; Mode; Stereotyper;

    Sammanfattning : Uppsatsen undersöker hur man kan arbeta med kommunikation och genusfrågor i ett modesammanhang, vilken respons och effekt kommunikationen kan leda till samt om denna kommunikation kan bidra med konkurrensfördelar hos modeföretag. I arbetet undersöks hur ett modeföretag arbetar med genusfrågor och genusorienterad kommunikation samt vilken respons kommunikationen kan få, med fokus på den kvinnliga konsumenten som mottagare på marknaden. LÄS MER

  7. 5. Marketing Mix Modelling from the multiple regression perspective

    Master-uppsats, KTH/Matematisk statistik

    Författare :Ecaterina Mhitarean; [2017]
    Nyckelord :;

    Sammanfattning : The optimal allocation of the marketing budget has become a difficult issue that each company is facing. With the appearance of new marketing techniques, such as online advertising and social media advertising, the complexity of data has increased, making this problem even more challenging. LÄS MER