The Experts below are selected from a list of 321 Experts worldwide ranked by ideXlab platform
Stan Paliwoda - One of the best experts on this subject based on the ideXlab platform.
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Advertising agency s b2b relationship with mnc s across the uk france and germany with particular reference to internet promotional standardisation Strategy
IMP Conference 2011, 2011Co-Authors: Malcolm Stewart, Stan PaliwodaAbstract:The aim of this thesis is to provide a new insight into the “cause-effect” chain that “traditional” research on international promotional standardisation has neglected. An industrial theory will be used as a conceptual base to formulate the research framework. This will identify key environmental and internal strategic factors as drivers and consequences of Advertising Agency’s and MNC’s Internet Promotional Standardisation decision-making, which, in turn affects the level of standardisation of this element. This framework allowed the researcher to formulate further propositions and the design of a discussion guide for in-depth interviews to test these propositions and carry out the necessary collection of primary data. Thus, 3 interviewees were interviewed from 3 Agencies across the 3 countries The framework supports the notion that there are antecedents that drive Internet Promotional standardisation with regard to Agency’s and their B2B relationship with MNC’s. Therefore this paper adds a valuable contribution in Internet Promotion to this subject area. The study finds that, on average, managers reported that Standardised Advertising Strategy and Sales Promotion is fairly high across these markets in the EU with Internet Promotion being the highest!
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antecedents policies and practices of promotional standardisation Strategy a comparison of british mncs and Advertising agencies in the uk france and germany
AM2010 Doctoral Colloquium, 2011Co-Authors: Malcolm Stewart, Stan PaliwodaAbstract:The aim of this study is to provide a new insight into the “cause-effect” chain that “traditional” research on international promotional standardisation has neglected. A theory will be used as a conceptual base to formulate the research framework. This will identify key environmental and internal strategic factors as drivers and consequences of MNCs subsidiaries and Agencies’ promotional standardisation decision making which, in turn affects the level of standardisation of these promotional elements – Advertising Strategy, Sales Promotion and the impact of the Internet on Promotion. This framework allowed the researcher to formulate further hypotheses and the design of a questionnaire to test these hypotheses and carry out the necessary empirical research and collection of primary data. 300 British MNC’s were compared across the UK, France and Germany. The model supports the notion that there are antecedents that drive promotional standardisation. An additional contribution is that the model also looks at the impact of standardisation on promotion more fully than before and adds a valuable contribution in Internet Promotion. The study found that, on average, managers reported that Standardised Advertising Strategy and Sales Promotion is fairly high across these markets in the EU with Internet Promotion being the highest.
Malcolm Stewart - One of the best experts on this subject based on the ideXlab platform.
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Advertising agency s b2b relationship with mnc s across the uk france and germany with particular reference to internet promotional standardisation Strategy
IMP Conference 2011, 2011Co-Authors: Malcolm Stewart, Stan PaliwodaAbstract:The aim of this thesis is to provide a new insight into the “cause-effect” chain that “traditional” research on international promotional standardisation has neglected. An industrial theory will be used as a conceptual base to formulate the research framework. This will identify key environmental and internal strategic factors as drivers and consequences of Advertising Agency’s and MNC’s Internet Promotional Standardisation decision-making, which, in turn affects the level of standardisation of this element. This framework allowed the researcher to formulate further propositions and the design of a discussion guide for in-depth interviews to test these propositions and carry out the necessary collection of primary data. Thus, 3 interviewees were interviewed from 3 Agencies across the 3 countries The framework supports the notion that there are antecedents that drive Internet Promotional standardisation with regard to Agency’s and their B2B relationship with MNC’s. Therefore this paper adds a valuable contribution in Internet Promotion to this subject area. The study finds that, on average, managers reported that Standardised Advertising Strategy and Sales Promotion is fairly high across these markets in the EU with Internet Promotion being the highest!
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antecedents policies and practices of promotional standardisation Strategy a comparison of british mncs and Advertising agencies in the uk france and germany
AM2010 Doctoral Colloquium, 2011Co-Authors: Malcolm Stewart, Stan PaliwodaAbstract:The aim of this study is to provide a new insight into the “cause-effect” chain that “traditional” research on international promotional standardisation has neglected. A theory will be used as a conceptual base to formulate the research framework. This will identify key environmental and internal strategic factors as drivers and consequences of MNCs subsidiaries and Agencies’ promotional standardisation decision making which, in turn affects the level of standardisation of these promotional elements – Advertising Strategy, Sales Promotion and the impact of the Internet on Promotion. This framework allowed the researcher to formulate further hypotheses and the design of a questionnaire to test these hypotheses and carry out the necessary empirical research and collection of primary data. 300 British MNC’s were compared across the UK, France and Germany. The model supports the notion that there are antecedents that drive promotional standardisation. An additional contribution is that the model also looks at the impact of standardisation on promotion more fully than before and adds a valuable contribution in Internet Promotion. The study found that, on average, managers reported that Standardised Advertising Strategy and Sales Promotion is fairly high across these markets in the EU with Internet Promotion being the highest.
William J Havlena - One of the best experts on this subject based on the ideXlab platform.
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nostalgia in post socialist russia exploring applications to Advertising Strategy
Journal of Business Research, 2007Co-Authors: Susan L Holak, Alexei V Matveev, William J HavlenaAbstract:Abstract This article investigates nostalgia in post-socialist Russia from a consumer behavior perspective. The research includes the following components: 1) an overview of nostalgia and nostalgia proneness as a personality trait among Russians in the context of recent societal changes, 2) an analysis of four categories of nostalgia (personal, interpersonal, cultural, and virtual) and themes in nostalgia experiences provided by Russian respondents, and 3) a discussion of specific stimuli and Advertising content in the Russian marketplace designed to evoke individual and collective nostalgia. The major nostalgia themes—specifically, the break-up of the Soviet Union, nature, and food—identified in the Russian responses are related to Advertising and marketing elements for Russian products. The article also discusses the implications of consumer nostalgia for marketing and Advertising Strategy in the post-socialist Russian economy.
Charles Patti - One of the best experts on this subject based on the ideXlab platform.
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Advertising Strategy and effective Advertising comparing the usa and australia
Journal of Marketing Communications, 2002Co-Authors: Charles F Frazer, Kim Sheehan, Charles PattiAbstract:A considerable body of research makes cross-cultural comparisons of Advertising content and executional factors. Much of this work compares very different cultures. This study compared the strategic elements found in television commercials that have received industry recognition for effectiveness in two similar cultures, the USA and Australia. The study found that effective messages were similar in terms of selling propositions, tone and positive versus negative appeals. Specifically, the messages were similar in terms of their emphasis on product attributes and performance and a heavy reliance on humour. Effective campaigns differed in their creative Strategy, rational versus emotional appeals and the presence of a brand-differentiating message. It is suggested that the differences in Advertising arose from differences in the marketplace and cultural environment.
Matthew M. Shin - One of the best experts on this subject based on the ideXlab platform.
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Advertising Strategy for outbound travel services
Service Business, 2011Co-Authors: Inwon Kang, Deokhee Cheon, Matthew M. ShinAbstract:When purchasing a travel service, consumers perform multiple information searches. Depending on the accessed information and the type of media for travel service advertisements, consumers make different evaluations on the travel service. Given this context, we propose a consumer persuasion model that reveals the most effective persuasion process for consumers to make purchasing decisions on travel services. For this study, we conducted a comparative analysis to discern effectiveness and limitations between newspapers and TV infomercials; the two major media for travel service advertisements. Based on the results from the analysis, we drew some meaningful managerial implications for travel service Advertising Strategy.