Sökning: "advertising message appeal"
Visar resultat 1 - 5 av 12 uppsatser innehållade orden advertising message appeal.
1. Sustainablility message appeals and deception in cleaning products : A study on trust of Emotional vs Rational sustainability appeals
Master-uppsats,Sammanfattning : In an increasingly environmentally conscious world, the creation of sustainable communication and marketing becomes crucial. Generally, young consumers are environmentally conscious and seek sustainable products while remaining wary of greenwashing and deceptive claims. LÄS MER
2. The Creator Effect: A quantitative study of the impact on consumer perceptions and judgements when exposed to an AI-created advertisement
D-uppsats, Handelshögskolan i Stockholm/Institutionen för företagande och ledningSammanfattning : Artificial intelligence is expected to disruptively change the future of marketing, and the benefits of the technology are widely known. However, despite a general skepticism around AI, there is still a lack of research investigating consumer perceptions in the field. LÄS MER
3. Influencing consumer behavioural intentions: Reducing household water consumption
Master-uppsats, Lunds universitet/Institutionen för strategisk kommunikationSammanfattning : Although the topic of sustainability communication has been extensively studied since the 1970s, there remain gaps and contradictions, e.g. the effectiveness of communication strategies for influencing individual pro-environmental behaviour change. LÄS MER
4. Take A Chance On Shock : Facilitating Effective Shockvertising
Kandidat-uppsats, Jönköping University/Internationella HandelshögskolanSammanfattning : Shockvertising is a set of advertising tactics that sends its message through the breaking of norms, presentation of shocking images, exploiting the audience’s anxieties, and various other ways. It is a quick way to break through the clutter of similar advertisements in today’s oversaturated world of advertising. LÄS MER
5. Feeling like Spending? : An explanatory study on the different effects of emotional appeals on purchase intention
Kandidat-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF)Sammanfattning : Background: The fundamental aim of utilizing a message strategy is to develop advertising content that captures consumer attention and thereby generates favourable consumer behaviour. Two common approaches in advertising are (i) emotional appeals and (ii) rational appeals. LÄS MER