This study provides a historical understanding of the adoption, adaptation and education of account planning in Hispanic advertising agencies. At the time of this writing, minimal academic research had focused on the ...

The current economic climate presents many challenges to advertisers. In 2009, advertising spending in the United States dropped 12.3 percent, forcing advertisers to focus on campaigns that prove a quick return on investment. ...

This research report aims to examine and evaluate the ways in which two leading running product companies, Nike and Brooks Running, Inc., target female runners in the context of Runner’s World magazine (the world’s leading ...

With a strong level of engagement through media, social networks expand communication territory in a manner that traditional media lacks the ability to, with the distinctive features of “participation” and “sharing.” With ...

Advertising is an important mechanism by which firms are able to communicate with their current and potential consumers. An advertising campaign may satisfy a multitude of objectives for a firm. Namely, advertising can be ...

Several researchers have demonstrated that the virtual behaviors committed in a video game can elicit feelings of guilt. Researchers have proposed that such guilt could have prosocial consequences. However, this proposition ...

The purpose of this document is to help marketing managers develop a deeper understanding of digital branded content and how it can be effectively targeted at Generation Y (i.e. consumers born between 1977 and 1994). ...

This dissertation contributes to the body of literature on consumer behavior and marketing communication by exploring how brand mentions in music influence memory, attitudes, and purchase intentions. Even though the ...

Social media has become a new channel for both brands and social media users. On social media channels, not only does a brand provide messages to their followers, but also social media users consume, contribute, and create ...